Scott Rogers

Are You Interpreting Your Customer Data the Right Way?

People commonly agree that Joseph Pine and James Gilmore's 1999 book, The Experience Economy (Harvard Business School Press), foreshadowed today's customer environment. Yankelovich's J. Walker Smith, in a speech at the 13th Annual CRMC conference in June 2007, called today's consumers the "choice generation,"...

The Bride Isn’t the Only Customer: How David’s Bridal Broadened Its Loyalty Focus

David's Bridal is the nation's leading bridal retailer. From 2006 to 2007, two-thirds of all brides shopped at a David's Bridal store for their weddings. When I came to David's Bridal as director of strategic planning in 1999, I found a business that had been...

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