Funnel Radio Line-Up June 28
"Ready Set Grow" Host Laura Patterson Interviews JT McCormick

Is Customer Empowerment Killing CRM? Michael Lynch and Cyndi Greenglass Spar

We now live in a world where companies and brands no longer have control of marketing, advertising, or the conversation with their customers.

In a very short period of time, the balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners. So, in this new world, is there still a place for CRM (Customer Relationship Management) or the Experience Economy? Are these concepts outdated and need to be thrown out? If so, what has replaced them for marketers who practice and depend on loyalty and relationship management?


Why it Matters:

"The balance of power has shifted dramatically away from push communication strategy, and morphed into a collaborative engagement strategy between consumers, brands, and channel partners."

Cyndi Greenglass

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In our fast paced ½ hour together we will hear from Michael Lynch. With a career as diverse as loyalty itself, Lynch comes from years in both the gaming and hospitality industries.  Some items that were covered:

  • Is CRM just a loyalty program 
  • Is CRM Dead? Broken?  Dysfunctional? 
  • How does CRM benefit the organizational - top line and bottom line?
  • Is loyalty really loyalty or is it a fancy name for discounting
  • Is the 80/20 Rule Dead
  • What is the future of CRM? 

About Michael Lynch

Michael recently served as the director of loyalty marketing and market research at Lettuce Entertain You Enterprises where he was responsible for all direct marketing efforts including; strategy, teleservices, Frequent Diner loyalty club, email marketing, website and operational customer relationship management. Lynch was also responsible for research and market survey analysis.

Since 1982, Lynch has developed and executed highly successful database marketing initiatives through effective messaging, segmentation, and differentiation. He has recently developed the relational database that is at the center of Lettuce Entertain You’s ability to analyze customer information and behavior and to make critical marketing decisions.

Podcast-tweet-lynchLynch received his BSBA in Economics from the University of Central Florida and his MBA from Louisiana State University. Soon after graduating, Lynch was asked to join the faculty of LSU-S. Lynch has also held faculty positions teaching undergraduate and graduate marketing and management courses at Indiana University-Northwest and DePaul University in Chicago where Lynch currently teaches Foodservice Management and Customer Relationship Management courses. Michael is an adjunct instructor at WVU in the DMC Master of Science program and is pursuing his Ph.D. in Hospitality Management at Iowa State University.

  6a0147e05adc32970b01b7c9508849970b-200wiWVU Marketing Communications Radio is  a syndicated show, on the Funnel Radio Channel, that is at the intersection of data-driven decision making and marketing practice. Each week we will highlight an emerging or current trend impacting marketers today. Hosted by Cyndi Greenglass, our inaugural faculty member in the Masters of Science DMC Program, we will hear from leading professionals who blend the academics and practice of data-driven marketing today.    

Master of Science in Data Marketing Communications by West Virginia University

Degree Offered

The Data Marketing Communications (DMC) graduate program is offered exclusively online with no on-campus classroom attendance required. The DMC curriculum currently consists of 11 courses and is always evolving and changing to stay current with the industry. Students move through the program in 16 months as a cohort, taking the prerequisite course and the related Quantitative Assessment Exam, followed by eight core courses taken in thematically paired blocks, one elective and one capstone course.

In the WVU DMC program communications professionals learn how to integrate data and quantitative processes into their organizations to support key decision-making about communications initiatives.  Students will earn a practical and in-demand degree to bridge the gap between data scientists and communicators and help their organizations reach their key audiences and stakeholders to reach their goals. Graduates of the DMC program will be able to meet employer needs by being literate in the many ways data can be utilized to support marketing communication decision-making.

The program is taught by a diverse faculty who are recognized leaders in their fields.

Graduate Assistant ships

Students in the DMC program who secure a graduate assistant position at any academic or non-academic unit on campus will be eligible to receive a waiver of University tuition for DMC courses, as well as any stipend/compensation offered by the unit hosting the position. For complete information on graduate assistant options at WVU, please visit the Graduate Education Assistantships webpage.

Program Format

The program’s academic year consists of five accelerated terms: Early Fall (August–October), Late Fall (October–December), Early Spring (January–March), Late Spring (March–May) and Summer (May–July).

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