Delivering Winning Distributor & Customer Service Experience

Imran Zaman - CMO - Amway

To ensure continued sustainable growth, it’s so simple as giving our customers the products that they want to buy, but also ensuring that the experience they have with our distributor force is as good, if not better than what they expect.

The challenge to marketing is how do we manage this with the knowledge that not all markets & customers are the same across the globe based on their sophistication level. So, having an Enterprise Portfolio Strategy is a must but we must design by the different markets because one size for all will not be successful.

Additionally, the portfolio needs to be compelling and relevant enough to allow us to not just compete but WIN in this space, which has led us to rethink our Innovation Model, which cannot be led solely by Research & Development but we CMOs must take a leading role.

Finally, the product experience cannot be designed and delivered by Corporate Marketing but must be done at the nearest touchpoint to where are our customers but through the distributors and this leads us to ensure we excel in the execution.

As a CMO leading both the design and implementation across my region, I will share my perspective on the changes in the way we approach different markets, define a new innovation model and how execution excellence is the key to successful growth, thus delivering a winning product experience.