Ellen Reid Smith
CEO Reid Smith & Associates, Inc.
Ellen was into customer loyalty long before it was cool. It was only natural that she evolve her expertise into the explosive e-marketplace. Her book, e-Loyalty, has re-defined the meaning of e-relationships with customers. As CEO of Reid Smith & Associates, Inc., she has led the crusade to shift from an over-emphasis on customer acquisition to the long-term discipline of customer retention.
Ellen and her associates help clients with customer lifetime value modeling, e-loyalty research, program designs, implementation plans, RFP's, measurement systems and ROI calculations. She makes sense out of the complexity that often surrounds devising an e-strategy that works. Her consulting clients include both dot com start ups and Fortune 500 companies such as: Compaq, Hasbro Interactive, Hewlett-Packard, DaimlerChrysler, Budget rent-a-Car, IntelliQuest, and Quick & Reilly. She has translated her unique e-loyalty philosophy into action in a wide range of categories -- technology, travel, gaming, healthcare, retail and financial.
Prior to founding her consulting firm, Ellen was the Vice President of Worldwide Marketing for IBM’s Consumer Division. In addition to overall brand management responsibilities for the award winning Aptiva PC, she started the first customer relationship program in the PC industry, IBM Owner Privileges, which included an extensive website, personalized and customized for members—before “personalization” was even a buzz word.
Ellen has over 17 years of experience in customer loyalty marketing that includes: international strategy, direct/database marketing, customer segmentation, Web strategy and marketing research. Prior to joining IBM, she was Senior Director of Account Strategy at Brierley & Partners, the world's largest relationship marketing agency. At Brierley & Partners, she directed the design and implementation of customer loyalty programs for a variety of Fortune 500 companies. Some of her clients included: Neiman Marcus, JCPenney, Olive Garden, Pizza Hut, Ford, Jaguar, Compaq, AT&T, Pacific Bell, Hertz, Household Bank, Sega, SegaSoft, Southwestern Bell Mobile, SPSS, Tupperware, United Airlines, & UPS
When not spending 24/7 running Reid Smith & Associates, Inc., Ellen tries to find herself paint splattered, swimming laps, or pondering the strange habits of her best employee, a black cocker spaniel.
