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 insufficient on their own.
What is needed is the capability to synthesize business processes in marketing, sales and customer service into an overall excellence in selecting and developing customers to maximize customer profitability. As exemplary companies demonstrate, only this synthesis can lead to superior customer and shareholder value.
The Customer Management Forum
The Customer Management Forum (CMF) brings together pioneering thinkers from academia and across industry sector boundaries to share best practice and enable networking.
Exchange of ideas:
Member organisations participate in a workshop every quarter, with up to three delegates per member. Workshops comprise case study and expert presentations, research reports and syndicate discussions. The forum enables plenty of open discussion and sharing of ideas between members.
Latest research to share within your organisation:
White papers on themes including multichannel strategy, benchmarking CRM maturity, customer experience quality, sales through service, marketing accountability, and digital marketing.
Learn from the successes and challenges of others:
Case study reports on such organisations as First Direct, DVLA, BP, BT Global Services, and General Motors.
Research topics are formed each year to respond to members’ hot issues and deliver actionable advice.
Recent and current research includes:
- Return on customer experience
- Engaging customers online
- Embedding social media in customer relationships
- Understanding what constitutes value for customers
- Optimising multichannel strategy
- Improving CRM effectiveness
- Tracking the channel-hopping customer
- Customising through data
- Making social work
- Outsourcing at the front line
CMF membership offers multiple benefits to organisations:
- Learn from the experience of others
- Network with thought-leaders across industry and academia
- Gain insights from other industries
- Trigger ideas about your own approach to customer management
- Provide input to the definition of research objectives and priorities for CMF
- Exclusive early access to Forum research reports
- Access to reduced cost knowledge database systems
- Corporate discounts on tuition fees across a range of Executive Development Programmes
- 25% off all Specialist Open Programmes tuition fees
- 10% of all Executive MSc Programmes and International Executive Doctorate (DBA)
- Applies to all employees within a CMF member organisation.
“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.
How the Club Operates
The Forum holds four meetings each year and sponsors several research projects that address issues of interest to members. Membership is on a company basis and costs £8,500 per year. Member companies can send up to three people to each meeting.
As members of CMF, attendance at CMF events can now count towards your Chartered Institute of Marketing professional development hours.