Customer Service and Marketing Seminar
February 19-20, 2003
Speakers / Schedule / Coordinator / Co-sponsor
Partners Seminar Attracted Many to USU Campus
Last week the Partners in Business program hosted their 12th annual Customer Service and Marketing Seminar at the Eccles Conference Center on the USU campus. The two final seminars in this year’s highly successful series include Women in Business which will occur on March 19th, and the Human Resources Seminar, which will take place on April 2nd and 3rd. Currently, the staff is also planning and promoting next year’s seminars, and contacting current Partners about renewing their Partnerships. Thanks to your overwhelming support the program continues to grow and attract high quality speakers.
This year’s customer service and marketing specialists provided the audience with a good return on their investment. The seminar’s general themes centered on how successful organizations brand their product or service, create marketing campaigns, and retain customers. Wednesday’s first speaker, Scott Anderson, the President and CEO of Zions Bank, focused on the bank’s branding and service strategy, its customer service philosophy and how Zions retains customer loyalty. Tony Campo, the President of the House of Treasure Institute, discussed how to make sure that you master life’s competing demands so that you can spend your time doing what you truly value. Bill Good of Bill Good Marketing focused on campaign styles and prospecting, and John R. Miller, the CEO of Farmland National Beef discussed how to align business tactics with strategic goals.
Nikki Vejnar, the Manager of Customer Service at SkyWest Airlines, kicked off Thursday’s session with a discussion of how to develop customer focused employees, and Steve Barnett, the President of the SmartRevenue Consumer Group discussed scenario planning, and the value of developing contingency strategies. Rob May, the Director of Marketing for MasterCraft Boat Company gave the seminar’s final presentation. He focused on how the company maintains its market share by delivering a solid product, and meeting customers’ post sale expectations.
The concurrent sessions featured a presentation by Christine Stanger on low-to-no cost marketing strategies, a discussion by Maury Giles on using research to further your understanding of your customer, and presentations about developing customer relationships and marketing issues from a Dutch perspective by Chris Beuker, Ben Suurmeijer, and Ron Wezel who are affiliated with the Hanze Hogeschool in the Netherlands. A former USU student, Susan Cutler, focused on understanding that your brand is bigger than your product, and making sure that company sponsored events reflect your company’s mission and values, and two USU faculty members Ed Stafford and Cathy Hartman discussed the value of marketing the wind.
At Thursday’s luncheon, the Dean of the College of Business, Caryn Beck-Dudley, presented Kay L. Toolson, who earned both a bachelor’s and master’s degree at USU, with a Professional Achievement Award for an extraordinary 31 year career in the recreational vehicle industry. He is currently the CEO and Chairman of the Board at Monaco Coach Corporation, active in many professional and community organizations, and an avid racing enthusiast. He owns a race car that recently competed in the Daytona 500.
Several students were also honored. Marie Bonham received the D. Wade Mack Assistantship for coordinating this year’s Customer Service and Marketing Seminar. Jason McMullin, a finance major, was awarded the J.C. Penney Co. Entrepreneurial Assistantship for his extraordinary efforts promoting the Partners Program, and for assuming the coordinator’s role for the Financial Services and Banking Seminar, and the International Business Seminar. And, Jake Stevens, a senior with a dual major in economics and finance, was recognized as the 2002 National Co-op of the Year Finalist. He was nominated jointly by his co-op employer, Toyota Motor Sales, and the College of Business Cooperative Education Department. Mr. Len Wong with Toyota commented that Jake’s performance will raise the standard for all future interns.
Speakers back to top
| Keynote Speakers |
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Steve Barnett, Ph.D.
President, SmartRevenue Consumer Group
Marketing Myths and Legends
Mr. Barnett has an international reputation for his expertise in scenario planning-based market strategy and business strategy development. He will debunk currently fashionable marketing myths and legends, including “the segment of one,” CRM and loyalty, self branding, the need for more SKUs, and consumer “need states.”
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Nikki Vejnar
Customer Service Manager, SkyWest Airlines
Delighted Customers in a Dejected Industry
Ms. Vejnar directs over 130 employees and is responsible for increasing the quality of customer service by focusing on employee training and coaching. She will discuss how SkyWest Airlines handles the public's demands, and the company's five keys to developing customer oriented employees. You will learn how the company's open door policy creates a great working environment.
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A. Scott Anderson
President and Chief Executive Officer, Zions Bank
They Have Already Picked You Once...Help Them Pick You Again, and Again
Mr. Anderson presides over Utah’s largest local financial institution with 125 full-service branches throughout the state. He will discuss the importance of focusing your organization’s marketing energies on retaining existing clients. You will learn why this strategy has the power to produce a dramatic impact on your bottom line.
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Rob May
Director of Marketing, MasterCraft Boat Company
Superior Service: Meeting the Customer's Expectation of the Brand
Mr. May is responsible for Mastercraft’s brand operatives including the company’s dynamic internet presence. He will outline how to build a great brand, and maintain customer loyalty. You will learn why in today’s market-driven world it is more important than ever to deliver a great product and provide excellent customer service.
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John R. Miller
Chief Executive Officer, Farmland National Beef
Building Strategic Advantage Against Stiff Competition
Mr. Miller oversees Farmland National Beef’s finance, legal, production, sales and marketing, personnel, and acquisitions functions. He will discuss how to build a successful company when the competition has more capital, and a greater market share. You will learn how Farmland aligned tactics with strategic goals, achieved the requisite commitment level, and rewarded its employees.
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Tony Campo
Marketing Officer, Great American Specialty Auto Group
President, House of Treasure Institute
Mastering the Competing Demands of Work and Life
Mr. Campo founded the House of Treasure Institute to help businesses and individuals, particularly entrepreneurs, learn to handle life’s competing demands in their personal and professional lives. He will provide you with a unique framework for managing competing demands effectively. Mr. Campo will help you improve your focus, and change the way you think about your time, productivity, and effectiveness.
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Bill Good
Chairman, Bill Good Marketing, Inc.
Developing New Customers
Mr. Good is known for his innovative marketing programs. His company produces the top-selling financial services marketing system. He will discuss marketing campaign styles, and provide you with tools that will enhance your future marketing endeavors.
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| Concurrent Speakers |
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Edwin R. Stafford, Ph.D. and Cathy L. Hartman, Ph.D.
Associate Professors of Marketing, Utah State University
Marketing the Wind: Entrepreneurial Opportunities for Diffusing Renewable Energy in Utah
Dr. Stafford has worked with many businesses and environmental organizations on clean technology, and Dr. Hartman has worked with various environmental groups, including Greenpeace. They will discuss market barriers, such as public policy, and perception, that prevent Utah businesses from reaping the significant opportunities of wind power.
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Susan H. Cutler
Marketing Manager, Jamba Juice Company
Bringing Your Brand to Life
Ms. Cutler is responsible for executing marketing and promotional activities, and driving local brand development and awareness in various markets. She will focus on ways to jazz up your brand. Her suggestions will help you build brand awareness and sales.
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Maury Giles
Vice President, Wirthlin Worldwide
Get Answers, Not Just Research
Mr. Giles has provided market research and strategic communications consulting for some of the country’s largest companies. He will discuss why you need to understand your customer. You will learn how to use the latest tools to gain consumer insights and to create winning communications.
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Christine A. Stanger, CMD
Vice President Sales and Marketing, FORTHGEAR
Bootstrap Marketing: How Ingenuity Can Shrink Advertising Expenditures
FORTHGEAR provides brand solutions. Ms. Stanger will delve into the company’s archives to provide you with case studies, and practical applications. You will learn about low cost marketing strategies, and what is currently working.
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Chris Beuker
Director, Asio Management
Why it is so Hard to be Customer Focused
Asio Management is a Dutch consulting firm that helps companies improve their customer relations. Mr. Beuker has more than 20 years of management experience in the telecommunications industry. He will discuss how difficult it is to train employees to focus on customer satisfaction. You will learn that developing the right customer service mind-set is a universal problem.
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Ben Suurmeijer
Manager Marketing & Communication MF Group Headquarters
MF Group is a staffing organization that matches employees with positions. Mr. Suurmeijer will discuss the changes that CRM, a process that focuses the organization’s structure on customers, produces. He will explain how to manage the critical human factor.
Louk Schellekens
Superintendent, Wagenborg Shipping B.V. Fleet Management Department
Wagenborg is a marketing oriented shipping company that operates on a global scale. Mr. Schellekens will discuss trends in Wagenborg’s rapidly changing working environment, and the way they affect the business.
Ron Wezel
6 Sigma Blackbelt, Global eXchange Services
Global eXchange Services designs, implements, and maintains supply chains for Fortune 500 Companies from a global base. Mr. Wezel will provide an overview of how GSX implements its services, and manages organizational change for key customers.
Dutch Panel: e-MBA students at the Hanze Hogeschool in Groningen (Netherlands)
Core Competencies in Three Different Industries from Three Different Perspectives
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| Speakers are subject to change without notice. Refer to this site for updates on scheduled speakers and Seminar information, or contact the seminar coordinator (contact information below). |
Schedule back to top
| Wednesday, February 19, 2003 |
| 7:30 a.m. |
Registration / Continental Breakfast |
| 8:20 a.m. |
Welcome |
| 8:30 a.m. |
Samuel H. Barker Lecture
A. Scott Anderson, President and Chief Executive Officer Zions Bank
They Have Already Picked You Once…Help Them Pick You Again, and Again |
| 9:45 a.m. |
Concurrent Session
Christine A. Stanger, CMD, Vice President Sales and Marketing FORTHGEAR
Bootstrap Marketing: How Ingenuity Can Shrink Advertising Expenditures
Maury Giles, Vice President Wirthlin Worldwide
Get Answers, Not Just Research
Chris Beuker, Director Asio Management
Why it is so Hard to be Customer Focused
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| 11:00 a.m. |
Jack D. Lampose Lecture
Tony Campo, Marketing Officer, Great American Specialty Auto Group / President, House of Treasure Institute
Mastering the Competing Demands of Work and Life |
| 12:00 p.m. |
Networking Luncheon |
| 1:15 p.m. |
L.T. & J.T. Dee Foundation Lecture
Bill Good, Chairman Bill Good Marketing
Developing New Customers |
| 2:30 p.m. |
Concurrent Session-Repeat of Wednesday Morning Session
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| 3:45 p.m. |
Parley E. Peterson Lecture
John R. Miller, Chief Executive Officer Farmland National Beef
Building Strategic Advantage Against Stiff Competition |
| 4:45 p.m. |
Adjourn for the Day |
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| Thursday, February 20, 2003 |
| 7:30 a.m. |
Registration/Continental Breakfast |
| 8:30 a.m. |
M. Anthony Burns Lecture
Nigel Adams, Vice President Customer Service JetBlue Airways
Delighted Customers in a Dejected Industry |
| 9:45 a.m. |
Concurrent Session
Susan H. Cutler, Marketing Manager Jamba Juice Company
Bringing Your Brand to Life
Edwin R. Stafford, Ph.D, Associate Professor of Marketing
Cathy L. Hartman, Ph.D, Associate Professor of Marketing
Utah State University
Marketing the Wind: Entrepreneurial Opportunities for Diffusing Renewable Energy in Utah
Core Competencies in Three Different Industries from Three Different Perspectives:
Ben Suumeijer, Manager Marketing and Communications MF Group Headquarters
CRM, the Human Dimension: The Key to Success or Failure
Louk Schellekens, Superintendent, Fleet Management Department Wagenborg Shipping B.V.
Changing Trends of Ocean Transportation
Ron Wezel, 6 Sigma Blackbelt Global eXchange Services
B2B e-commerce Supply Chain Service Management and Organizational Change
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| 11:00 a.m. |
V.D. Gardner Lecture
Steve Barnett, Ph.D, President SmartRevenue Consumer Group
Marketing Myths and Legends |
| 12:00 p.m. |
Networking Luncheon |
| 1:15 p.m. |
Concurrent Session: Repeat of Thursday Morning Session |
| 2:30 p.m. |
D. Wade Mack Lecture
Rob May, Director of Marketing MasterCraft Boat Company
Superior Service: Meeting the Customer’s Expectation of the Brand |
| 3:30 p.m. |
Seminar Adjourns: Aggie Ice Cream Social |
Coordinator back to top
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Marie Bonham
Customer Service and Marketing Seminar Coordinator
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Co-sponsors back to top
Public Relations Society of America
International Customer Service Association
Midwest Sales
R & R Partners
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