Relationship Marketing Committee (ANA & Gold Associate Members)
Description & Purpose
Relationship Marketing is a strategy of Customer Relationship Management (CRM) that emphasizes customer retention, satisfaction, and lifetime customer value. Its purpose is to market to current customers vs. new customer acquisition through sales and advertising. A good relationship marketing strategy is rooted in building customer loyalty and lasting, long-term engagement with your customer base. Benefits include increased positive word-of-mouth, repeat business, and a willingness on the customer’s part to provide valuable feedback to the company and their peers.
The Relationship Marketing Committee is for members who are responsible for their organizations' relationship and loyalty marketing initiatives. Relationship marketing is becoming an increasingly important component of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective.
Elaine Gamble, Global 360 CRM Lead, Novartis
Tim Ferguson, SVP Head of Relationship Marketing, Geometry Global
Vicky Radke, Senior Director, Amtrak Guest Rewards, Amtrak
- Managing customer relationships in Social Media
- Best practices for creating loyal customers
- How to drive positive customer feedback
- How to find and retain customer advocates
- Building the relationship strategy
- How corporate culture impacts customer relationships
- Let Them In: How to let customers participate in your strategy
- Adding value to loyalty programs
- Aligning business processes to customer relationship strategies
Join A Committee
Participation in Brand Activation related Committees is a benefit of ANA membership and Gold Level Associate Membership. There are no costs to join or attend meetings.
|Timothy Ferguson (Co-chairperson)||SVP, Head of Relationship Marketing||Geometry Global|
|Elaine Gamble (Co-chairperson)||Global CRM||Novartis Pharmaceuticals Corporation|
|Victoria Radke (Co-chairperson)||Senior Director, Amtrak Guest Rewards||Amtrak-National Railroad Passenger Corp.|
|Maria Betancourt||Customer Data Analyst||Aldo Group Inc.|
|Shaina Kandel||Manager||Fair Trade USA|
|Nora Pittenger||Director||Fair Trade USA|
NameTimothy Ferguson (Co-chairperson)
TitleSVP, Head of Relationship Marketing
NameElaine Gamble (Co-chairperson)
COMPANYNovartis Pharmaceuticals Corporation
NameVictoria Radke (Co-chairperson)
TitleSenior Director, Amtrak Guest Rewards
COMPANYAmtrak-National Railroad Passenger Corp.
TitleCustomer Data Analyst
COMPANYAldo Group Inc.
COMPANYFair Trade USA
COMPANYFair Trade USA