Lisa Ford

No doubt you cater to constantly changing, demanding, fickle, sophisticated and knowledgeable customers, to which you communicate via catalog, online, phone and fax. And customer service consultant Lisa Ford, president of Ford Group, who gave a luncheon presentation during NCOF last week, reminded attendees that no matter what you do, every communication must be with a customer-centric focus in every thought, process and proposition. “With customers changing so fast,” she said, “you have to be a step ahead of them, leap-frogging them every so often.” She pointed out that marketers sometimes don’t see things the way their customers are seeing it. In fact, in her observations,