Cranfield Customer Management Forum

The Customer Management Forum at Cranfield School of Management is a club of organisations from a wide range of sectors who are together driving forward best practice in customer management across marketing, sales and customer service. The Importance of Customer ManagementAs 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 ForumThe 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.
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Keywords: marketing & advertising