Explore customer technology, management, and strategy with Field Bell research.
Many people get confused by terms like ‘customer science’. They assume it to be some abstract and academic petri dish approach to a field that is full of nuance, culture, and context. Hardly the stuff of zeros and ones, or physics, they say.
A feature of the marketing and customer industry(s) is a penchant for agenda-based “research”. Time and again, it generates claims that should trigger immediate suspicion. In July 2023, Barclays Corporate Banking gave us a prime example.
There is no better example of a core strategic and fiscally critical function that is nonetheless characterized by widespread illiteracy than customer management.
If you work in or around the marketing and customering fields, you’ll no doubt have been accosted with all kinds of hot takes on loyalty. Almost always, they come from someone trying to sell you something, or someone who is part of a group that has strong “beliefs”.
The customer base is the most strategic economic asset of every business, so it’s a quite staggering irony that managing it has not been a part of traditional higher education. Perhaps unsurprisingly corporate losses are now in the many trillions of dollars (USD).
