Marketers
- Understand the profit equation post-acquisition
- Expand from growth only, into customer lifetime value(s)
- Marry marketing and customering methods with authority
Introduction
Customer management has emerged as an adjunct discipline to the marketing method. Since the arrival market-based economies in the 18th century, customers were an asset to acquire, but never one to manage. All that changed in the 21st century as the economic characteristics of the customer base evolved, becoming central to the unit economics and marketing. While marketing is the owner of growth, the next stage in its economic performance – sustained profit – requires disciplinary customer management.
Marketing’s Exploding Remit
As the populism of the CX movement comes down the other side of the hype cycle, businesses are increasingly concerned about their failed customer programs - and are turning to the marketing department. Our review of “digital marketing” roles - see the report: The State of Education in Customer Management - reveals that most focus on customer interactions rather than on marketing activities. However, while this increasing demand for marketers to manage the customer base is well documented, multiple reports highlight that most feel ill-equipped for these expanding demands.
The Remedy
The Field Bell Institute serves marketers with the only MBA-level education in customer asset management. Drawing on the relevant science, economics, and managerial precedent, marketing and digital marketer graduates become deeply literate in the technical nuance of the customer asset, and its governing requirements in a modern business; informing technology use and advancing their careers.
Recommendation
We recommend the Mini MBA in Customering for all marketers and marketing leaders as a foundation to, or extension of, their formal training. And for those without marketing training, great news! – we include a whole module on the marketing method. Two birds, one stone.
Make the Field Bell Institute part of your CPD-accredited education.
Mini MBA in Customering
Learn the fundamental economic and management theory and the parameters of the customer base as an asset. Students master the QMS components from identity, intent, and interactions through to measurement and corporate reporting.