Who is it for?

Marketing directors and Senior managers in marketing, sales and customer services

Aims and objectives

  • Brings together pioneering thinkers from across industry and in academia.
  • Offers access to best practice and the opportunity to network.
  • Opportunity to support original research that has outcomes of immediate use to directors and managers.

The importance of customer management

As markets mature and globalise and competition intensifies,customer management becomes the principal source of sustainable competitive advantage. As more and more firms appreciate this, the individual components of customer management, such as CRM, multi-channel marketing and sales management, remain necessary but become insufficienton their own.

What is needed is the capability to synthesise business processes in marketing, sales and customer service into an overall excellence in customer management. As exemplary companies demonstrate, only this synthesis can lead to superior customer and shareholder value.

Cranfield’s contribution

Cranfield has a long history of working with leading edge organisations to develop valuable ideas and new insights into current and future business practice. We do this by bringing together specialists and pioneering thinkers from academia and across industry sector boundaries and facilitating the discussions that lead to mutual learning.

  • extend their understanding of customer management techniques used in today’s business environment
  • develop practical techniques for business improvement
  • share practice and experience with a supportive group of peers from a range of sectors
  • investigate and identify excellent practice through Cranfield research
  • Solve immediate problems in customer management through informal networking

Members' comments

“Club membership enables you to make sense out of complex business issues. It is a learning experience, I always come away with more tools, insights and processes than I had hoped for. The meetings give an insight into how things are done by competitors or other similar organisations, and also provide opportunities to speak directly to, and learn from, a network of experienced and diverse professionals. One can also learn from real-world successes and mistakes through the various presentations. I have drawn on different club experiences in order to build a planning model which allowed us to create an acquisition plan for British Gas Services. The plan balanced value through ROI with volume but uniquely took into account customer needs; reflecting future cross/up-sell potential as well as aligning to the requirement for improved customer service.”

Paul Collings
Channel Analytics Manager
Centrica - British Gas

Member since: 2003

Recently inspired by: David Robinson, President of Speedo – how a small player took on and beat the big competition through the Beijing Olympics. I was also impressed with Clive Humby and the Tesco story.

Further details

The Forum holds four meetings each year and sponsors several research projects that address issues of interest to members.

As members of CCMF attendance at CCMF events can now count towards your Chartered Institute of Marketing professional development hours.

CPD programme

Membership costs £8,500 per year.

CCMF member website

If your organisation is a CCMF you will require a password to access the 'member only' website, please contact your company’s main Forum representative or the Forum’s Administrator Sue Gregory on ccmf@cranfield.ac.uk or +44(0)1234 751122.

CCMF Meetings

CCMF Member Companies

CCMF Research into Customer Management

Document Library

Below are some short downloadable articles on the Forum’s work.

First Direct Case
November 2007
Alex Garrett, Roopalee Dave,
Professor Hugh Wilson, Professor Moira Clark
What makes a great customer experience
January 2007
Dr Fred Lemke,
Professor Hugh Wilson, Professor Moira Clark
Uncovering the Customer Experience Mystery
June 2008
Susan Edwards-Aisuebeogun,
Hester Stuart- Menteth, Professor Hugh Wilson
Stage model for multichannel CRM
November 2010
Professor Hugh Wilson,
Professor Malcolm McDonald, Lindsay Bruce
Silver Service - How companies achieve sales through service in inbound call centres
May 2010
Dr Christine Bailey, Lindsay Bruce
Immersive Research
ADMAP 2011
Professor Hugh Wilson, Dr Emma Macdonald
Social Media Marketing
ADMAP 2011
Professor Hugh Wilson, Dr Emma Macdonald
Charity Marketing
ADMAP 2012
Fiona Blades, Professor Hugh Wilson,
Dr Emma Macdonald

Further documents for members

Members can access further in-depth help on customer management issues from the case studies and white papers in the Members’ Area. Members please note that you need a password for access to this Members’ Area: please ask your company’s main contact or ask Forum administrator Sue Gregory on s.gregory@cranfield.ac.uk or +44(0)1234 751122.