EFFECTIVE CUSTOMER MANAGEMENT: The Last Word in Customer Management

Marketing, June 12, 2003 | Go to article overview

EFFECTIVE CUSTOMER MANAGEMENT: The Last Word in Customer Management


PARTNER PROFILE

A core part of InsightExec is an advice service, InsightAdvisor. It offers tailored advice from a professional panel drawn from InsightExec's network of partners, including management consultants, research specialists and business intelligence producers.

One of these 'knowledge partners' is James Woudhuysen, Professor of Forecasting and Innovation at De Montfort University, Leicester. Professor Woudhuysen can draw on a deep pool of experience and expertise.

He has worked at 50 of the world's top corporations, including Philips, where he headed worldwide market intelligence. In consultancy, he has worked at the Henley Centre and product design firm Seymour Powell, where he consulted on the future of technology with Casio, Nokia and Yamaha.

Professor Woudhuysen's forecasting skills saw him champion the potential of e-commerce in 1988 and, in 1993, the ability of the TV and the web to converge.

BOOK REVIEW

Thomas K McCraw, the Pulitzer Prize-winning historian, called this 'a profound book that will affect the future of business practice'.

Harvard scholar Shoshana Zuboff and business leader James Maxmin, both of whom are InsightAdvisors for InsightExec, examine the complicated relationship between the individual and the organisation in the 21st century.

They argue that in order to serve today's consumers and employees, corporations need to adopt an approach that focuses on the individual. Echoing the shift from 'subject' to 'citizen' in the eighteenth century, The Support Economy says that businesses should no longer think of their customers as consumers, but as individuals.

The book argues that the mass production model no longer serves the needs of society and proposes a new system of 'distributed capitalism' in which business creates wealth from building relationships with individuals. (Published by Allen Lane/Penguin, pounds 25)

TIPS FOR SUCCESS

- Think your customer's thoughts - and make sure your boss does too You and your company must commit to the customer's way of thinking.

- Don't be afraid to ask Equip yourself with someone else's experience. Insightexec.com is a way of getting in touch with peers.

- Plan ROI metrics from the start There's no point working out what you want to achieve afterwards.

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EFFECTIVE CUSTOMER MANAGEMENT: The Last Word in Customer Management
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