The Times—They are a Changin’

There was a great deal of change discussed and demonstrated at the recent SOCAP Spring Symposium in San Antonio. This highly successful and participatory meeting had a unique energy and excitement that is now spreading quickly throughout SOCAP.

I felt this energy in the general sessions with our dynamic keynote speakers and engaged attendees anxious to ask questions and challenge business norms. I also felt the excitement in the SOCAP Board Meeting, where the Board was looking strategically at our Association and its future. I also heard the buzz in the exhibit hall where our SOCAP members, including our business partners, came together to discuss new products and services as well as to debrief on conference topics discussed in the breakout sessions.

Change is the buzzword among SOCAP members. Changes in the marketplace. Changes in business. Changes in our profession. Changes in our world. The program put together by the SOCAP Conference Committee put the idea of change front and center for attendees to digest and discuss. There was active dialogue, for example, about marketing to the Hispanic/Latino markets and the incredible opportunities that exist for businesses to better understand this important market segment. The June issue of Customer Relationship Management Magazine will focus on the topic of marketing to the Hispanic consumer and how customer care professionals must proactively respond to this growing and influential market. Is your company ready to serve this growing demographic? Do you have the tools available to understand the many dimensions of the Latino market? Read the next issue of the magazine to learn more about it and join the discussion started in San Antonio!

SOCAP Board members are also talking about change. The SOCAP Board met prior to the Symposium and engaged in active discussion about the results of the SOCAP Brand Marketing Survey. The feedback from this study, in which nearly 30% of the membership participated, will set the direction for SOCAP into the future. The Board is focused on promoting the customer care profession and ensuring that SOCAP members have the tools to not only succeed in their careers but also to lead within their companies. At the Annual Conference in Palm Springs, the Board will unveil a number of new programs and services aimed at this focus, including a new professional development track specifically focused on giving SOCAP members the resources to advance their careers and to grow as professionals. Noted author and former business executive Keith Ferrazzi will help us launch this new track and will serve as the Opening Keynote Speaker at the Annual Conference. SOCAP is the resource for your professional development, and your Board of Directors is working to develop the tools to ensure that SOCAP can support you wherever you decide to take your career.

SOCAP also provides a community for customer care professionals to discuss important issues in business and to develop strategies for addressing them within their companies. In the March Issue of Customer Relationship Management Magazine, you might have seen the cover story focused on the “Consumer 2.0” by Peter Blackshaw of Nielsen BuzzMetrics. Pete introduced many of our members to the unique opportunities available to our profession through consumer-generated media. This hot topic was also discussed at the Spring Symposium at a breakout session and at the meeting of the SOCAP Executive SANG. I am pleased to announce that the conversation will continue in Palm Springs during the SOCAP Annual Conference. I encourage you to enter the dialogue on consumer-generated media, learn from the discussion and join the SOCAP community.

Additionally, at the Spring Symposium we were visited by representatives from affiliate organizations in Europe, Australia and Brazil who shared insights about the state of the customer care profession in their parts of the world. Following this meeting, we discussed ways that we can create a more robust and active international network that will serve and connect all SOCAP members more effectively. Because many of our SOCAP members are taking on more global responsibilities, we discussed many specific ideas such as sharing research, programming opportunities and improving our networking opportunities to ensure that SOCAP is addressing the needs of all of our members. We will continue to work on these initiatives in Palm Springs, where we will once again be joined by customer care professionals from across the globe.

There has never been a better time to be a member of SOCAP or the customer care profession. As our profession continues to grow and develop, rest assured that SOCAP will also change and grow to serve you better and promote the important role that you play in business. Reserve your seat today at the SOCAP Annual Conference, October 7-10, 2007 in Palm Springs. Our SOCAP community stands ready to address important changes in our business, our profession and our professional association. Do not miss your opportunity to be a part of the dialogue and learn from the discussion. Become engaged in the SOCAP community and connect with your profession.

The Hispanic Consumer and Consumer-Generated Media Hot Topics at Recent SOCAP Symposium

The SOCAP International Symposium, held in San Antonio from April 7-10, featured two of the hottest business issues facing customer care—consumer-generated media and marketing to the Hispanic consumer. The Symposium included keynote and breakout presentations from top experts on these two topics and provided meeting attendees with practical strategies and key takeaways for their workplaces.

Kelly McDonald, a leading expert on the Latino market and president of McDonald Marketing, gave a thought-provoking keynote presentation, “Relating, Not Translating: How to Connect with Latino Consumers,” about understanding the Hispanic consumer and how best to position products and services for this growing consumer segment. Kelly gave tremendous insights into the Hispanic culture and how customer care professionals can effectively market to this group.

For example, Kelly offered these six strategies for reaching out to the Hispanic consumer:

1. Staffing is Key—recruit bilingual staff members.
2. Know Thy Customer—do your homework.
3. Service, service, service—customer service is king
4. Participate in the community—find ways to get involved in local Latino community.
5. Grow your own employees.
6. Be Latino-Ready and Latino-Friendly.

The SOCAP International Board of Directors welcomed two new Board members at the Spring Symposium in San Antonio.

Andre Harris is National Executive of Customer Service at Westfield Corporation. She is responsible for Westfield’s WOW customer service for the company’s 60 U.S. shopping centers and a frequent presenter at SOCAP conferences.

Kim McMiller is Associate Director, Kraft North America Commercial (KNAC) Consumer Relations at Kraft Foods, Inc. She has served on panels and presented at several national conferences and is an active participant in Food and Beverage SANG.

Please join us in welcoming Andre and Kim to the SOCAP Board!

Consumer-generated media (CGM) is everywhere today—from consumer blogs to YouTube. This issue was a major focus at the SOCAP Symposium last month and was also featured in the March issue of CRM.

Pete Blackshaw, Chief Marketing Officer for Nielsen BuzzMetrics and a leading expert on CGM, addressed the unprecedented challenges and opportunities that CGM offers at a Symposium breakout session as well as in a presentation to the Executive SANG.

Following the Symposium, Pete featured SOCAP Chairman Tom Asher of Levi Strauss and Chairman-Elect Beth Thomas-Kim of Nestlé in his online column. Pete also dedicated an entry in his consumer-generated media blog to Tom and the wall of consumer letters at Levi Strauss.

SOCAP will continue to focus on CGM throughout the year. There will be several sessions on this important issue at the upcoming Annual Conference involving Pete and other speakers. Look for more information about SOCAP’s increasing focus on CGM in the consumer affairs arena. The dialogue on CGM is just beginning at SOCAP!

Mark your calendars for SOCAP International’s 2007 Annual Conference, scheduled for October 7-10 at the J.W. Marriott Desert Springs Hotel in Palm Springs, California.

The 2007 Annual Conference will examine Customer Care Best Practices in a global marketplace and a new track on Professional Development. The sessions in this track will focus on career-building skills, including business communication, project management, survey design and career mapping for today's customer care leaders.

Additionally, the 2007 Annual Conference has already confirmed leading author Keith Ferrazzi as one of the keynote speakers. Keith is author of NEVER EAT ALONE and Other Secrets to Success, One Relationship at a Time and CEO of Ferrazzi Greenlight. Look for an interview with Keith Ferrazzi in the June issue of Update.

Register by COB September 10 to receive early bird rates. Look for updates about the conference program on SOCAP’s special 2007 Annual Conference website.

Andrew MacPherson was named the new Executive Director of SOCAP in Europe, an international allied organization of SOCAP International. Andrew replaces Derek Williams, who stepped down in April.

Andrew brings to SOCAP in Europe considerable experience with the transportation industry. He has been heavily involved with rail privatization in the U.K. and has worked for multiple ferry companies. In 2004, he was appointed by the National Express Group as Customer Services Director for the largest rail franchise ever created and prototype of the U.K. government’s new model for rail travel.

Andrew has a strong consumer affairs background and has most recently worked with various companies on issues concerning service quality measurement, customer service development and culture change and service delivery. Andrew’s experience with SOCAP in Europe includes serving on the Board of Directors.

For more information about SOCAP in Europe, visit www.socapineurope.org.

SOCAP Heartland Chapter Features Leadership Expert

On May 11, recognized leadership and terrorism expert, Brigadier General Nick Halley (U.S. Army Retired), will speak at an event hosted by the Heartland Chapter of SOCAP International.

General Halley is an accomplished speaker and news commentator who has commanded thousands of U.S. soldiers in combat in three separate conflicts—Vietnam, Grenada and Desert Storm. He has been awarded many decorations, including two Silver Stars, four Bronze Stars and two Purple Hearts. His final active duty assignment was as the Commanding General of the artillery and rocket forces in Desert Storm.

Drawing on his experience in both combat and corporate environments, General Halley offers business professionals a rare perspective on the topic of leadership.

After speaking, General Halley will be available to discuss any and all issues of interest with any audience member. No topics are off limits. So, come prepared with your “tough” question.

Friday, May 11
11:00- 1:00
Champions Club
13800 Eagle Run Drive
Omaha, NE 68164

SOCAP Northwest Regional Chapter Event Focuses on Customer Contact Strategies

On May 22, Carolyn McKernan, Marketing Research Manger for REI (Recreational Equipment, Incorporated), will speak at the SOCAP Northwest Regional Chapter on "Defining & Executing Successful Customer Contact Strategies."

At REI, Carolyn provides strategic marketing planning, research design and consultation, trend watching and decision support for internal clients and staff. She oversees the marketing research department for the corporation as a whole and was instrumental in establishing and growing marketing research as a distinct practice within the company.

Carolyn has been a guest lecturer at several local and national conferences and has published a number of articles on research practices.

May 22, 2007
3:30-6:00pm (3:00pm check-in)
351 Elliot Ave W, 5th Floor
The Ackerley Room
Seattle, Washington
Key Arena Campus

Q: I missed the recent SOCAP Symposium in San Antonio. How can I get highlights and key takeaways from the sessions?

A: While SOCAP International encourages attendance at our conferences, it is easy for you to get some benefits from SOCAP conferences even if you are unable to attend. Highlights of the 2007 Symposium are now available on the Symposium website. SOCAP also offers the Symposium CD to members upon request. This CD contains PowerPoint presentations and handouts from the various sessions.

In addition, the March and June issues of Customer Relationship Management Magazine feature content written by Symposium presenters such as Pete Blackshaw, Kelly McDonald and Jeff Maszal. Through these articles, you have the opportunity to read first-hand the insights of thought-leaders on two major issues featured at the Symposium—consumer-generated media (CGM) and Hispanic marketing. Upcoming issues of Update will also provide insightful interviews with presenters scheduled to speak at the 2007 Annual Conference, October 7-10 in Palm Springs, California.

Continue to check the SOCAP website and SOCAP publications for conference highlights and takeaways.