Building brand and customer relationships in e-learning and online training

Traditionally, marketing has focused on ‘building brand’. Now that, in the USA at least, chief marketing officers (CMOs) are becoming chief customer officers (CCOs), it seems to be time to re-focus ‘marketing’ on building and fostering customer relationships.


The old view of marketing involved supplying the mass market, addressing it via mass media and engaging in impersonal transactions. When marketing was about building brand, it was a monologue, not a dialogue.


Among the positive effects of the economic downturn since the end of the ‘naughties’ has been that it has prompted marketers to consider customers’ needs rather than merely tell them to buy the brand they’re promoting.


The key points about cultivating customers are the need for:

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