Research Summary

In 2023, the then-fledgling research body – Field Bell Institute – began work into understanding the role of education, or more precisely, the lack of independent tertiary and advanced training, to the widespread corporate losses that flow from the field. As part of this study, we sought to canvass for the views of industry participants.  In breaking one of the cardinal rules of research, our prior experience led us to enter the process with an inherent expectation: That the industry would fervently defend its lack of formal education. It did not.

In fact, we encountered quite the opposite. There is a pronounced demand for properly constituted, evidence based, independent education at the tertiary level for the sector. We found as well that the expanding remit of marketing departments to engage in the management of the customer asset, is driving some of this newfound demand. In the report – provided in short form – we also wonder if this reflects 

‍the exposing effects of economic studies, job market demands, the softening of vendor marketing budgets due to early 2020s recessionary forces, or that “CX” is now on the other side of the hype cycle

‍This first research project was one of the catalysts for the Institute to develop the Mini MBA program that it is now known for.
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