IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2023v12i2p155-173.html
   My bibliography  Save this article

Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention

Author

Listed:
  • Simpson, Amber P.

    (American Academy of Orthopaedic Surgeons (AAOS), USA)

  • Priore, Anthony

    (American Academy of Orthopaedic Surgeons (AAOS), USA)

Abstract

No matter how efficient, professional or creatively pleasing your marketing tactics are, if your company does not have the user experience fine-tuned on the back end of your business (operations), your customer experience could be flawed. American Academy of Orthopaedic Surgeons (AAOS) transformed its internal processes and operations and polled its members to improve the customer experience and increase member retention by focusing on each of the important points of contact throughout the customer journey. This paper shares important takeaways, methods and results from this overhaul and serves as a template of how your business might be able to emulate this type of success too.

Suggested Citation

  • Simpson, Amber P. & Priore, Anthony, 2023. "Marketing is only as good as your operations: How the AAOS transformed its internal processes to improve the customer experience and increase member retention," Journal of Brand Strategy, Henry Stewart Publications, vol. 12(2), pages 155-173, September.
    • Handle: RePEc:aza:jbs000:y:2023:v:12:i:2:p:155-173
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7951/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7951/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    member journey; customer personas; marketing analytics; user experience; UX/UI; barriers to entry; customer retention; customer acquisition;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2023:v:12:i:2:p:155-173. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.