You will explore the influence of sociology, psychology and the effects of behavioural sciences on, for example, branding, semiotics and contemporary issues in consumption. Metrics Management examines the relationship between corporate strategy and operational practice.
You will look at metric measurement techniques and defining good key performance indicators. Metrics Management Work-based Learning — this module will allow you to directly apply the content within the Metrics Management module to the real life context. Brands and Consumer Lifestyles work based learning is designed to directly apply the content within the Brands and Consumer Lifestyles module from the first years studies , to the real life context.
The second year continues with accredited work based learning in an organisation graded through the following modules:.
Strategic Customer Service Excellence provides a rationale for customer service excellence as an ethos that permeates all functions of the organisation.
You will be introduced to the relevant concepts, models and frameworks that assist in the delivery of service excellence within a wide variety of organisations.
Advanced Communications Strategy aims to provide a balanced coverage of the theoretical and practical aspects of advanced marketing communications. You will explore communications theory and its application through integrated online and offline marketing communications.
Leadership and Strategy looks at the purpose of leadership creating strategy, vision, purpose and principles to sustain long-term future organisational success and traits and styles of leadership.
The following modules will be studied as work-based learning, allowing you to directly apply the knowledge you have gained on the course to the workplace.
Students on the Strategic Customer Managment degree will be assessed through a combination of methods including individual assignments, group projects and presentations, examinations and a work based learning portfolio.
The Strategic Customer Management course has been designed in consultation with major employers including Admiral, Welsh Water, Media Wales and First Source, all of whom will be providing the paid work based learning during the course. The teaching team includes the following:. Full-time fees are per year. Part-time fees are per 20 credits. Let us accept that conventional sales practices are no longer effective in many situations; but what about customer service?
Does your company consistently go beyond the expected service to offer the augmented service and the potential service? If you aren't sure, maybe your company does have a problem that is best addressed through strategic customer management, for as Drucker reminds, the purpose of a company is to create and keep a customer.
And that, we suggest, is what strategic customer management is all about. Shall we take a closer look at approaches to developing and implementing strategic customer management next week? We welcome reader comments on the top stories of the day. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.
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However, acquiring insights for low consideration purchases, that are fast, frequent, impulse decisions can be tough.
Here the top 5 methods to acquire consumer insights. Personas backed with the right insights identify the highest fit customers, enable the most precise value propositions, and shift focus from broad customer segments you could sell to, to highly focused customers you should sell to. Unfortunately, most personas don't deliver. Here are the most common customer persona design and implementation mistakes - and how to prevent them. Design thinking is set of principles that include empathy with users or customers, collaboration among multi-disciplinary teams, goals geared to individual emotions, a discipline of prototyping, tolerance for failure and a relentless commitment to learning and reinvention.
Here is how design thinking is being used to solve tough customer and business problems. Business leaders are using design thinking to implement customer strategies such as customer experience management and even wholesale company transitions from product-centric to customer-centric business models.
This article explains why design thinking is highly synergistic with CRM and shares design thinking frameworks from Stanford d. Why Culture Eats Strategy for Breakfast. Corporate culture and strategy are separate but symbiotic. Corporate culture is the human performance engine that drives the level of success, or failure, for every business strategy.
Culture is a precursor and top contributing factor to anything and everything that requires employee effort. Here is why company culture eats strategy for breakfast. There are a lot of things a company can do to drive business growth.
But the one thing that will directly impact everything else is corporate culture. A high-performance growth culture is an enabler of business agility and sustained company growth. I'm an advocate of high-performance growth cultures, and support my advocacy with a 5-point corporate culture point of view. Culture is implicit in the shared values, unspoken behaviors and social norms that recognize what is encouraged, discouraged, rewarded and penalized.
Most leaders recognize culture is far more powerful than strategy. In the words of Peter Drucker, "Culture eats strategy for breakfast. Culture is both the biggest enabler of strategy and business performance, and the main obstacle to change and transformation. But most business leaders know that.
What most don't know is how to achieve a high-performance growth culture that energizes staff, increases productivity, improves employee loyalty, boosts revenues and grows the company. The Productivity and Payback of Employee Engagement. Employee engagement is a top contributing factor to high-performance growth cultures and an undeniable producer of productivity and payback.
Research results from Gallup, Bain and IBM show increased engagement delivers increased sales, profitability, productivity and customer satisfaction. This post shares those findings and how to achieve these benefits. The Component Business Model is an enterprise framework that identifies people, process and information systems redundancies across the organization, illustrates the top pain points or biggest upside opportunities with a heat map, and shows the path to building best in class capabilities, which can be shared and reused across multiple channels, geographies or lines of business.
Customer Lifetime Value CLV is a forward looking strategic metric that identifies customer value and upside potential, and can be leveraged to increase customer share, customer retention, margin improvement and top line revenues.
"Strategic Customer Management takes a thorough, relational approach to the customer. By integrating relationship marketing with CRM and adding a service perspective on business, it goes far beyond conventional marketing books.3/5(2).
Clearly there is a critical need for a strategic customer information database that is being continually refreshed. Referring to the earlier proposed purpose of an organization of “identifying, attracting and keeping the customers you want most through provision of an appropriate value proposition”, having an excellent customer information system is a critical success factor.
Customer management strategy is indeed the foundation of how a sales organization is run. The essential elements of a customer management strategy are: 1. Managing Relationships. For every sales professional, the sales culture in which they work shapes their understanding of what it means to manage customer and prospect relationships. Strategic Customer Management:: Designing a Profitable Future for Your Sales Organization. The potential gains from the evolution of conventional sales operations into strategic customer management underlines the case for a strategic perspective on the sales function, which does not simply examine the tactical management of sales.
'Strategic Customer Management takes a thorough, relational approach to the customer. By integrating relationship marketing with CRM and adding a service perspective on business, it goes far beyond conventional marketing books. His research interests are in strategic marketing, most recently emphasizing the sales/marketing interface and the impact of strategic customers on buyer-seller relationships. Nigel has published twenty books and written around articles and papers appearing in the management literature throughout the world.