Member Spotlight

Claude Lijoi

Utility Performance Assessment Manager

Exelon Utilities

How long have you been an AMA member?

I joined in the mid 90s, which is around the time that I started my career in marketing. Since joining over 20 years ago, AMA has grown into a strong resource for the marketing community and is the main reason I have remained so active.

What are your job responsibilities?

My job responsibilities, until very recently, have been to effectively manage the marketing research function at BGE, which includes writing and deploying surveys as well as writing reports and creating presentations for management. This includes identifying key metrics that drive satisfaction and influence positive customer behaviors. I’ve also worked closely with J.D. Power to try to understand how BGE and Exelon can improve customer satisfaction and to identify best-in- class companies to benchmark. I recently moved on to a role with Exelon Utilities working in Customer Operations, where I’m focused on improving the customer experience across several Exelon companies.

How has AMA helped you be more successful in your professional endeavors?

Leveraging the AMA as a resource has helped ensure that I stay relevant in key marketing areas by keeping abreast of new approaches and best practices used by top companies. Also, it is all about the talented people that are in the association sharing marketing solutions to their specific challenges and providing me assistance in my own. So much has changed, for the better, since I graduated from business school that it’s an absolute requirement to stay connected to an organization like the AMA. Meeting other individuals who share a common passion for marketing also inspires me in my job.

Who inspires you to be a better marketer?

Generally speaking, it comes down to wanting to satisfy your customers and clients. When this doesn’t happen, marketing is generally placed in the “hot-seat’ with respect to being required to develop better products, services and campaigns. Additionally, competitors (established and new entrants) inspire me to work smarter and more creatively.

What is something people would be surprised to know about you?

I wanted to be a lawyer and didn’t consider marketing as a career even though I majored in it. I know I made the right decision because I’m still excited to go to work and allows me to creatively impact a business.

What has marketing taught you that you think that other industries may not have?

Marketing is not only a noble profession but it’s also a mindset. If you have a marketing mindset, it can help you in any industry and situation – personal or professional. Marketing skills are definitely transportable. I’m on my fifth industry!

Do you have any favorite marketing blogs, books, podcasts, or other resources that you’d recommend?

I try to read everything that I have access to as an AMA member. I try to stay current with new trends brought on by Millennials and emerging minority populations so I frequently visit the PEW organization’s website. I will read information and blogs on the Garrigan Lyman group site. I also try to talk to a lot of people and find that I can learn from college students and graduates. I learned a few things from a recent college intern in our marketing department.