Cranfield Customer Management Forum
In association with IBM Global Business Services
The Cranfield Customer Management Forum 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
Director: Professor Hugh Wilson
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
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.
The Cranfield Customer Management Forum, run in association with IBM Global Business Services, is just such a group of companies who share a common objective to:
- 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
The Forum holds four meetings each year and sponsors several research projects that address issues of interest to members.
Membership costs £8,500 per year.
For more information download a PDFsummary about the Forum.
- Password required for access.
If your organisation is a CCMF member and you require a password, please contact your company’s main Forum representative or the Forum’s Administrator Yvonne Thompson on yvonne.thompson@cranfield.ac.uk or +44(0)1234 751122.