Author Archives: DrEmmaMacdonald

Shepherding our customers along their journeys

Developing customer relationships was the official theme of the September 2014 meeting of the Cranfield Customer Management Forum. The unofficial theme was the role we play in supporting our customers along their journeys. Whether they’re on a new journey, or … Continue reading

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Digital alignment: Anticipating and responding to a digital future

Several trends are coalescing to offer transformational possibilities for customer management. The maturing of the internet, mobile device penetration and the opportunity represented by “big data” mean that organising our response isn’t easy.  Predicting, prioritising, planning, piloting, and embedding our … Continue reading

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Nudging our customers and providing winning experiences

CCMF had a busy February with not one, but two practitioner events.  On 12th Feb CCMF jointly hosted a world class line up alongside Cranfield’s Doughty Centre on the theme of “Nudging our customers on the sustainability journey”. Speakers included: … Continue reading

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Conversations with Thinkers: Radio interview on RET

A key objective of the Cranfield Customer Management Forum (CCMF) is leading edge research.  CCMF members benefit by being the first to hear about this research and sometimes through participating in it. A topic we’ve returned to a few times over the past couple of … Continue reading

Posted in Customer experience, Customer insight, Harvard Business Review, Real time experience tracking | Leave a comment


Conference, 12 February 2014 at Cranfield School of Management Sustainability and ‘social good’ are increasingly pressing topics for management. Resource scarcity is fast becoming the ‘new normal’, and stronger demands for transparency and demonstrable responsibility mean all businesses need to … Continue reading

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First time around, CRM promised the earth…..

Next CCMF club members meeting (28 Feb 2013) reflects on CRM: The next generation… First time round, CRM promised the earth but delivered little more than integrated customer databases and crude cross-selling that all too often felt like hard selling. … Continue reading

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Improving marketing effectiveness

We’ve had some great speakers at the Forum this year.  Two recent speakers on the theme of improving marketing effectivness were: Aly Richards, Chief Experience Officer at idioplatform, on implementing a “Next Best Content” approach for client, Guinness.  This was really fascinating … Continue reading

Posted in Campaign, CRM, Customer centricity, Customer experience, Customer insight, digital marketing, Marketing communications, marketing effectiveness | Tagged , , , , , , , , | Leave a comment