What leading marketers are worrying about


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Along with sponsors Clearcell and MarketPoint, The Customer Framework operates a group called Customer Horizons Executive whose 106 members are some of Europe’s top customer management practitioners and experts. The group discusses all things new in customer management, particularly looking at the role and impact of digital, social, mobile and near real time customer management. We thought you might be interested in the topics this group has said it is most interested in discussing. Do you share their priorities?

  1. Differentiating through customer experience. The use of digital, CRM and mobile to create unique brand experiences, impact on customer journeys and WOWing customers. Avoiding habituation.

  2. Increasing Loyalty: The impact of digital, including social, low latency CRM and mobile on brand loyalty & engagement and the measurement of engagement

  3. Developing People and culture. The impact of new media and ways of managing customers on organisation culture, functions, workflows, compliance, agility and the people capabilities required

  4. Making the most of insight and data. Leveraging structured and unstructured data and insight to take advantage of advanced targeting technologies– at scale to provide business impact. Include here a discussion of ‘Big Data’

  5. How measurement approaches should change: The role of media and channels, the evaluation of business impact across media and channels and the measurement of ROI

  6. Encouraging advocacy & influence in practice. Developing and engaging advocates, encouraging recommendation, harnessing influencers

  7. Improving customer service using new technologies. Customer service, both reactive and proactive, self-service, and its impact on both loyalty, cost and quality of outcome

  8. The role of Leadership: The role of business leaders in driving channel and media balance and ensuring both innovation and success

  9. Becoming a socially enabled business. What becoming a social business really means; philosophy, practice, business case

  10. Improving collaboration: Developing collaboration and co-creation – internally and externally

  11. The role of E-commerce. E/M/F-commerce models and approaches; pros and cons

  12. Customer management in regulated markets. Implication and application in highly regulated markets

  13. Using structured and unstructured data: Customer data privacy, security, cookies and likely regulation

  14. The role of technology. The tools and systems to take advantage of the almost limitless supply of digital data

  15. How partnerships are changing. The nature of partnerships required; changing the way we brief and work with partners

  16. Impact on B2B: Applications of digital, near real time CRM and mobile in B2B

  17. Gamification of price: Likely impact (of digital, including social, low latency CRM and mobile) on loyalty, price and pricing strategies

  18. Payment platforms: Mobile payment systems

Republished with author's permission from original post.

Neil Woodcock
Neil is Chairman and CEO of The Customer Framework Ltd. and visiting Professor at Henley Business School. An honours graduate, he worked in B2B sales & marketing with Mobil Oil, B2C marketing with Unilever and consultancy services with Andersen Consulting & McKinsey. Neil has written 5 books on customer management, is on the editorial board of leading journals and is an Honorary Fellow of the IDM.


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