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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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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