The term "customer experience" refers to everything the customer perceives, interprets, and experiences while interacting with a company. Such interactions include the presence of any company message - billboards, website, emails, business cards, signage - the sales presentation - the way the telephone is answered - post-visit contact - refreshments that are offered - the neatness and cleanliness of the office - in short everything that the company or the people in the company say, show, or tell. It's what the customer takes away from any interaction with your company - even if you are unaware of it. Therefore your messages and planned customer experiences have to be very intentional so that the desired results are achieved.
A focus on managing customer relationships and a desire to provide a memorable customer experience are two factors that distinguish winning organisations As a result, Customer Management has become a management tool of great strategic importance. The future development of Customer Management depends not simply on more investment in IT, but on understanding how Customer Management really works; building transferable knowledge and turning it into effective practice.
The Henley Centre for Customer Management, under the directorship of Professor Moira Clark, provides a genuine opportunity to harness the forward thinking that could put you ahead of your competition. It brings together business practitioners, industry thought- leaders and experts/academics to help organisations to tackle today's business challenges through an ongoing programme of workshops and highly focused research projects. The primary goal of the Henley Centre for Customer Management is to promote Customer Focus and Service Excellence best practice. It does this by observing practice in leading companies and synthesising this into useful knowledge that helps members to improve their own Customer Management and Customer Service plans and implementations. This aligns with the aim of Henley Business School to deliver high quality contributions to thought leadership, through research into the management of organisations.
Moira Clark, Professor of Strategic Management, is Head of Marketing and Reputation at at Henley Business School and Director of The Henley Centre for Customer Management.
Her major area of research and consulting is in Customer Management, 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. She has published widely on this subject and is co-author of Relationship Marketing for Competitive Advantage, Winning and Keeping Customers; Relationship Marketing: Strategy and Implementation and Business Success through Service Excellence.