Members will go back to their offices with a proven recipe for increasing customer connection and activation for higher retention, better referrals, and more revenue from their existing customers, and a path to turning more of their customers into “best” customers. This session brings out deep thinking and creativity about what makes a customer “best,” and how to use the tools of communication, programs, and culture more effective in transforming customers into loyalists, fans, advocates, and “lustomers®.” Using field-tested best practices from the Fortune 500 to the corner store, including Bryan’s own experiences as Director of Microsoft’s Executive Briefing Center and communications chief for the company’s Corporate VP for Customer Service, members will learn how customers can not only become more productive but help build their businesses and brands.

As a result of this session, Vistage members will

• Know the limits of common Customer Satisfaction metrics, Net Promoter Scores, and Customer Lifetime Value measures, and how to more accurately value their customer relationships.

• Understand how they personally and with their leadership teams can engage with top customers to build lifetime partnerships using Executive Engagement programs.

• Have tools to communicate more richly with customers, build community with and among them, and spread a customer-attentive culture to every corner of their business.

Discover the power of being AFfaBLe—Audience Focused and Benefit Led—in all your communications. Leader to employees, company to customers and partners, product/service marketing to prospects—when you communicate wisely you increase connection, reduce wasted time and budget due to misunderstandings, and remove unnecessary friction in relationships.

This member-directed session begins with a survey of top concerns and challenges within the group. Available topics commonly include public speaking and presentation skills; writing effective emails, memos, white papers, and marketing content; press and analyst relations; board engagement; speaking at conferences and trade shows; developing and executing events; and more. Bryan brings a career’s worth of experience writing executive speeches, coaching leaders in writing and presenting; and planning and running events to help Vistage members see their business through a new lens and speak/write about it more persuasively and effectively.

Key takeaways from this session include

• Framing their company, products, and services through the impact they deliver for their customers (and their customers’ customers in B2B)

• Using stories to show, tell, and sell

• Handling Q&A like a professional

• Delivering clarity and calls to action with all appropriate modes of communication