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Marketing and the Customer Experience

Executed well, marketing is a powerful part of any business that brings together the needs, wants and dreams of customers with the capabilities and offerings of a business, in a way that delivers value to both parties. Positive marketing can lead to an excellent customer experience. As Twitter Power author Joel Comm stated "people don't buy products, they buy stories", and any good story starts with a great customer experience.

Executed poorly, marketing can be disingenuous and can lead to negative experiences. We've all had them!

This blog is really all about marketing and the customer experience. Real world case studies and recommendations are offered.

Although I focus on the recreational scuba diving industry in my personal focus, most of the lessons and examples will be generic for all businesses.

Since experiences are shared, your comments and discussions on any of the posts is welcomed.

About Des Paroz

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I'm a marketing professional and trainer based in Sydney, Australia.

I have a background in marketing, e-business, customer service and IT in the technology and recreation industries.

I have a Masters of Commerce in Marketing from the University of NSW and a Bachelor of Economics from the University of Queensland. I am a fellow of the Australian Marketing Institute and a member of the Public Relations Institute of Australia. I am a PADI Course Director, and hold Instructor Trainer ratings with Emergency First Response (first aid/CPR), DAN (first aid/CPR), AUSI (snorkeling and free diving) and PADI TecRec (technical diving).

I worked for many years in the information technology industry, while concurrently teaching scuba diving and first aid courses on the weekends. In 2008 I made the shift to focus on training professionals in a variety of areas, including marketing, customer service, scuba diving, first aid/CPR, business skills and more.

Before starting my own business, I spent 10 years with Acer Computer Australia, the last 8 of which I served as eBusiness Director for Australia/NZ. In this role I was responsible for the development, management, support and marketing of Acer’s eBusiness platform, which achieved $1 billion in sales during my tenure. I also oversaw Acer’s eLearning and Financing business operations. Prior to working with Acer, I worked with Galileo Southern Cross and NCR Corporation.

I teach PADI Instructor Development Courses and first aid/CPR instructor courses on a regular basis in Wollongong, Sydney and Batemans Bay/Canberra.

My personal interest areas are customer service, experiential marketing, and how to make technology work for the individual and for the organisation. The customer experience is a key interest as I believe many businesses treat customers poorly.

You can also find me on the web in the following places: