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Lobbying for Change

Getting started is a step in the right direction, but how should you proceed? As we discussed in Chapter 15, the answer is simple: The whole process starts with you and a new mindset. Every organization is different, so a cookie-cutter approach is not feasible. However, some factors are universal. For example, a champion must lobby for change, including new ways (and mindsets) to reach customers and influencers (perhaps in ways not even possible within existing infrastructures).

Lobbyists (or champions) could exist in the C-Suite (corporate level) in marketing communications, customer service, Public Relations, advertising, or interactive product marketing—any department where external dialogue either is a job requirement or could benefit through interaction and feedback. A champion is key to jump-starting this new and important outbound service-minded approach.


  

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