Learning Objectives
In this seminar, you will learn:
- How to manage customer insight.
- How insights vary for different businesses.
- How to determine customer insight requirements and criticality.
- How processes, people, segmentation and technology need to work together to really put customer insight into practice.
Program content
Building on the themes of his previous seminar, Professor Merlin Stone examines how companies should approach their management of customer insight, taking into account their particular situation.
He looks at the main customer insights needed by different types of business, and how they vary from the strategic to the operational. Professor Stone discusses the importance of competitive contexts and models of customer management in determining insight requirements, and how to determine which insights are critical.
He further examines the processes required for developing and maintaining insights, and considers the relative roles of data from marketing, data from sales and service, and data from operations and market research. Finally, he discusses some of the different approaches to segmentation, and looks at the relative contribution made by databases, analysis packages, processes and people.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
Prerequisites:
There are no prerequisites for this seminar.
Advance Preparation
There is no advanced preparation required for this seminar.
About Professor Merlin Stone
Merlin is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM’s Business Consulting Services, where his role combines consulting and marketing with the development of business research partnerships with IBM’s clients, partners & universities.
His consulting experience covers many sectors, including financial services, utilities, telecommunications, travel and transport, retailing, automotive, energy and IT.
He is the author of many articles & over twenty books on marketing & customer service, including "Up Close & Personal – CRM @ Work", "Customer Relationship Marketing", "Successful Customer Relationship Marketing", "CRM in Financial Services" & "The Customer Management Scorecard", all published by Kogan Page. His first book on business strategy, "Business Solutions on Demand", was published by Kogan Page in early 2004. His latest book, "Consumer Insight" is one of the Market Research Society’s new series. He is also working on a book on Marketing Transformation.
He is a Founder Fellow of the Institute of Direct Marketing, a Fellow of the Chartered Institute of Marketing and a member of the Market Research Society’s Publications Committee. He is also on the editorial advisory boards of the Journal of Financial Services Marketing, the Journal of Database Marketing, the Journal of Targeting, Measurement & Analysis for Marketing, the Journal of Interactive Marketing (the journal of the Institute of Direct Marketing) and the Journal of Selling & Major Account Management. He writes monthly columns for the monthly journal Database Marketing and for the web site What’s New in Marketing (run for the Chartered Institute of Marketing) and also occasional columns for the Institute of Direct Marketing various CRM websites. He has a first class honours degree & doctorate in Economics.
