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David McQuillen of Credit Suisse Keynotes During 2007 ACCM
Boston, MA, May 23, 2007— David McQuillen, vice president of customer experience and voice of the customer at Credit Suisse (Zurich, Switzerland) spoke today during the last day of the Annual Conference for Catalog & Multichannel Merchants (ACCM), which was held May 21 – 23 at the Boston Convention & Exhibition Center.
This morning, ACCM attendees learned from the company official who, among other things, made his bosses spend time in wheelchairs, wear weighted suits designed to resemble the feel of being 70, and eat their lunch in the dark. The experiment aimed at helping executives understand their customers with disabilities, as chronicled by Fast Company magazine, is just one "immersion" tactic that McQuillen employs when recreating the customer experience for executives who may be out of touch.
This and other methods of customer experience improvement earned McQuillen an honor from Fast Company, which named him one of the "Top Ten Creative Minds of 2006."
McQuillen told ACCM delegates how companies can set up programs to help its leaders understand the customer experience through the corporate Web site, call center, in person, and through printed materials. He explored the impact these programs can have on establishing a true customer culture that will improve customer satisfaction and sales. Simply put: A customer-friendly business is a more competitive business.
At Credit Suisse, McQuillen leads two teams. The first, Customer Experience, is a team of designers charged with improving customer experiences at all customer touchpoints. The second team, Voice of the Customer, is responsible for helping Credit Suisse's more than 250 Lean Sigma Black Belts gather, manage, and act on client insights.
McQuillen’s prior experience includes work at e-Invest, Accenture Strategic Services, and NCR. His efforts have been featured in magazines such as Fast Company, Entrepreneur, Darwin, and leading marketing magazines in Europe.
About the Annual Conference for Catalog & Multichannel Merchants (ACCM)
Co-sponsored by the Direct Marketing Association (DMA) and Multichannel Merchant, the Annual Conference for Catalog & Multichannel Merchants (ACCM) is the world’s largest and most comprehensive conference for catalog, Internet, and multichannel professionals. For more information, please visit www.accmshow.com.
About Multichannel Merchant
MULTICHANNEL MERCHANT helps executives manage all facets of their businesses by providing superior analysis of successful strategies across all areas of multichannel marketing — print, catalogs, e-commerce, merchandising, operations, retail and more. It’s the one source that helps professionals capitalize on opportunities in their core businesses, and integrate strategies to maximize their successes in each channel. MULTICHANNEL MERCHANT’S franchise includes MULTICHANNEL MERCHANT magazine; the Annual Conference for Catalog & Multichannel Merchants (ACCM); MULTICHANNEL MERCHANT Weekly, List & Data Strategies, and Searchline e-newsletters; www.multichannelmerchant.com; the Annual Multichannel Merchant Awards; and much more.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2006, marketers — commercial and nonprofit — spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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