About
Field Bell Institute
Well Above The Norm.
The Gaping Hole in Management Practice
In every business, the customer base is the most valuable strategic asset. It's effective management should be essential capability.
Yet nowhere has there been a rigorous, research-backed education in customer management, the kind leaders can build a career on with real credibility.
Weighed against the cost, trillions of dollars a year in lost value worldwide, this is an unforgiving and unnecessary gap.
In place of critical theory, common practice is too often shaped by vested interests, vendor product marketing, and light-weight short courses.
None deliver a truly independent, research-backed, or reliable education.
Why We Exist
Field Bell Institute was formed in 2023 to close that gap and deliver the world's only MBA-level education in customer management.
We're independent. Scientific. Engaging. Grounded in the literature, built by practitioners.
Our mission is simple: Train customer leaders who carry real authority, from the shop floor to the boardroom.
Well. Above. The. Norm.
Independent & Research-Backed
Field Bell Institute is named for Marshall Field (1834 - 1906), the retailer who placed the customer at the centre of enterprise, and Alexander Bell (1847 - 1922), the scientist who patented the telephone.
Together they represent the principles our programs are built on: customer orientation, scientific precision, and technological application.
Our curriculum draws from formal marketing management, customer science, economics, managerial precedent, and applied technology, not opinion or trend.
It's on that foundation that our graduates build confidence, authority, and careers that stand apart.
Accredited, MBA-Level Education
Field Bell’s programs are CPD accredited and recognised in over 50 countries.
Course content is built around our core text, published by Routledge and endorsed by academics and industry leaders.
It's this combination — formal accreditation and academically reviewed content taught by those with real world experience — that sets the standard for what MBA-level education should look like.
Field Bell Institute is headquartered in Melbourne, Australia.
Our Faculty
Our senior faculty and advisers span higher education, marketing, domain authorship, executive leadership, technology theory, and governance. With decades of combined experience, we're transforming the education of customer leaders.
Aarron Spinley
Your Virtual Professor
Aarron has been in marketing, customer, technology, and risk for 25 years - and taught his first class in 2004. He delivers the Mini MBA in Customering and is the author of the Institute’s core text.
Tarryn von Oppell
Director
Tarryn’s career in marketing, CRM and related technologies spans nearly two decades. At Field Bell, she provides oversight of student communications and support.
Paul Greenberg
Advisory Board (US)
Acclaimed author of the authoritative text on CRM taught at universities around the world, Paul is adviser to many of the world’s most well-known customer technology companies. He sits on the advisory boards of the SEAT Consortium and the University of Texas System’s Transformation Project. Paul wrote the foreword of our core text.
John Rizzo
Advisory Board (AUS)
John is a former Chief Customer and Strategy Officer at Bupa and former Chair of the Monash University Marketing Department Industry Advisory Board. A noted authority in organisational performance, he is the CEO of Joyous Work.
Jason Hemingway
Advisory Board (UK)
Jason is a Chief Marketing Officer and a Fellow of the Chartered Institute of Marketing (CIM). Formerly CMO at ground-breaking journey orchestration company, Thunderhead, he currently serves as the CMO of Phrase.
Alan Crawley
Advisory Board (UK)
Alan is the founder, an investor and former CEO of Optima Partners, specialising in principled Machine Learning and AI, and advanced engineering in Marketing, Customer Driven Innovation, Customer Strategy, and Advanced Decisioning. He works closely with leading universities and business schools to bridge academic research and best practice in large enterprises.
Henry Hernadez Reveron
Technology Advisor (Spain/AUS)
Henry was an original co-founder of Field Bell Institute and remains a close adviser on matters of customer technology advancements.
"The supreme end of education is the expert discernment in all things, the power to tell the good from the bad, the genuine from the counterfeit."
— Samuel Johnson | British writer and polymath