8 Pieces Of Advice For RadioShack’s New CMO

Lee Applbaum has just been named as the new CMO for RadioShack. Congratulations Mr. Applbaum, you’ve got a lot of opportunities to improve!

As I mentioned in a recent post that talks about Radio Shack’s efforts to reformat its stores, the retailer does very poorly with customer experience. As a matter of fact, Radio Shack came in at the bottom of the 27 retailers in Forrester’s Customer Experience Index. That’s right, dead last. During other research, we found flaws in areas like Radio Shack’s in-store shopping experience and its Web-store cross-channel experience.

So here’s my advice to Applbaum: Take a look at My First 8 Steps As A New CMO. As I think about the situation at Radio Shack, all 8 items in that post make sense. Hopefully the RadioShack leadership team views their efforts as part of a long-term journey; evolving through the five stages defined in The Customer Experience Journey. To guide the company’s evolution, Applbaum should also introduce the entire leadership team to The 6 Laws Of Customer Experience.

The bottom line: When it comes to customer experience, Radio Shack has much to gain and little to lose.

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 thoughts on “8 Pieces Of Advice For RadioShack’s New CMO”

  1. By the sounds of it the good news is the only way is up! Whilst we are in the process of offering advice I would recommend that you consider the emotions that are evoked in your Customer. In addition what I recently described in my blog, it will be critical to undersatnd your Customers subconscious experience, this will really identify what is really motivating Customers. Mr. Applbaum I wish you well!

    Colin Shaw
    Beyond Philosophy
    Blog: http://www.ExperienceClinic.com

  2. Colin: Thanks for sharing your thoughts. I agree about customer emotions. Unfortunately, many companies don’t spend enough time and energy (and money) on understanding their customers well enough to make those deep emotional connections.

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