Simplexity Series: Understanding what customers really value with Prof. Moira Clark
Driving Deeper, More Valuable relationships with Customers: The importance of people, value and innovation and technology
Professor Moira Clark’s expertise focuses on what it takes to build a customer-centric organisation and achieve superior competitive advantage. This Master Class focusses on research that was conducted in South Africa by the Henley Centre for Customer Management into what keeps executives awake at night. What are the challenges they are facing in their current role and the impact of particular issues on their organisation for the future. The three top issues that were highlighted from the research are:
- Changing/enhancing the culture and climate of the organisation to improve business performance
- Exploiting advantage through innovation and technology
- Understanding what customers really value
This Masterclass will share all the results with you but will also specifically address there three top issues. The session will include insights from her latest research into these areas where she has delved into the best practice of service excellence companies that consistently deliver first-class customer experience. In particular she will consider the role of culture and climate in building a customer-centric organization and in particular examine what drives business performance from an employee perspective. She will examine the importance of perceived customer value in both business to business and business to customer markets. She will also look at ways in which we can exploit innovation and technology to improve customer experience.
Moira Clark is Professor of Strategic Marketing at Henley Business School and Director of The Henley Centre for Customer Management. She also serves as a consultant to a number of leading UK and international companies. Her major area of research and consulting is in Customer Management, Social Networking, Customer Retention and Internal Marketing. She has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention.
Moira has researched and published widely on the subject of Relationship Marketing, customer experience and service excellence. Publications include for example, the Academy of Marketing Science, International Journal of Management Reviews and the Journal of Relationship Marketing. She is also co-author of 'Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation'. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence.