Walgreens’ New CMO Seems On Track

I just read an interview with Walgreens’ new CMO, Kim Feil. Here are some quotes from her in the article:

No drug retailer has a clear and distinctive position from the consumer’s perspective… we are all known for being a great pharmacy and for being convenient… Those are the cost of entry.

I believe that the fundamental caring that our organization has for people is something that will be one of the most distinguishing characteristics in defining who Walgreens is.

I want to see us elevate the Walgreens brand to… be consumers’ first choice for remedy and relief, including finding their beacon of health and personal wellness at Walgreens.

My take: Feil seems to have the right perspective. How am I evaluating her? By looking at how effectively she’s following my 8 steps for a new CMO. In this short interview, she’s demonstrated a bias towards three of those steps: Re-establishing the brand, increasing investment in customer insight, and building-up employee brand advocates. Nice job!

The bottom line: You can’t go wrong focusing on customers and employees.

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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 “Walgreens’ New CMO Seems On Track”

  1. She’s also on a little bit of crack, if she doesn’t think that Target’s ClearRX system is not providing a distinctive position… And it’s one driven by experience design!

  2. Peter: I don’t think that’s a fair thing to say about her. It makes sense to assume that noone has developed a clear and ditinctive positioniing; pushing her organization to uncover, and ultimately meet, the deep needs of customers. Having said that, I do think that ClearRx is doing some pretty cool things.

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