Passionately Focused on the Customer Experience

VengresoPodcast Modern Marketing Engine Passionately Focused on the Customer Experience
Amanda Sheldon Medtronic Diabetes on Social Business Engine podcast

Passionately Focused on the Customer Experience

On this episode, you’ll meet Amanda Sheldon. Amanda is Director of Digital Marketing and Communications at Medtronic Diabetes. She is responsible for leading the overall strategy and direction for digital marketing (web/mobile), social media and public relations.
Medtronic is the largest medical device manufacturer in the world. Amanda is in the Diabetes Group that makes insulin pumps and continuous glucose monitors, that treat people with Type 1 and Type 2 diabetes. She and her team are passionately focused on creating a great customer experience.

The following images are representative of the customer experience driven by Amanda’s team.

Medtronic Diabetes Blog - Social Business Engine

Medtronic Diabetes Twitter

On This Episode You’ll Discover How Medtronic Diabetes:

  • Is focused on creating a great customer experience to build customer loyalty
  • Delights their customer, resulting in customer advocacy and referrals to their friends
  • Creates educational and fun content for their customers
  • Meets their customers wherever the customer is including, but not limited to social media
  • Delivers knowledge about Medtronic Diabetes products to give people useful tips, e.g., how to travel with an insulin pump
  • Creates fun experiences, e.g., engage with people who name their insulin pumps
  • Uses an integrated marketing approach, allowing people to call in or engage in peer level online communities
  • Has evolved to a robust team made up of people from communications, customer service, compliance and legal
  • That the community manager is the single source of truth for all activities in all social channels
  • Has trained select customer support agents to work alongside the community manager to address customer support issues that appear through social media
  • Generates content and campaigns supported by their agency, Likeable Media
  • Engages with influential bloggers
  • Has launched a blog to allow people to add comments, which is not common in the healthcare industry
  • Has taken a progressive approach to the social media platforms used over the past five years
  • Uses a “service level agreement” (SLA) approach to serving customers
  • Has embraced a collaborative approach with the legal and regulatory team to be responsive to customers while being compliant with healthcare industry regulatory criteria
  • Measures customer engagement, customer retention, content reach and sales results correlated to campaigns supported by social channels
  • That Amanda’s “one thing” response is to empower employees to focus on 1) the customer, 2) the employees who deliver the customer experience and success will come to you without the need to focus on your own success

Featured On This Episode:

I invite you to listen to the podcast episode above or via iTunes or Stitcher.

This episode was sponsored by Social Media Strategies Summit.

In Volume 2 of the Social Business Journal, we partnered with Cision to create a How to Guide in Influencer Marketing. You’ll hear from dozens of business experts on everything from what an ideal influencer looks like, to the “secret sauce” of penetrating the sphere of an influencer.

Bernie Borges

Bernie Borges is CMO of Vengreso, the leader in digital sales transformation. He's also Host of the award winning Modern Marketing Engine podcast. His book Marketing 2.0, was an early playbook in social media strategy. Bernie is also a trainer and speaker. He has a passion for guiding clients in aligning marketing and sales for accelerated revenue results. Bernie enjoys kayaking with his family in Tampa Bay, going to hockey games and you'll find him at the gym at 6am Monday through Friday, rain or shine.

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