Once upon a time big organisations used brand and advertising to present a trusted face to consumers as they replaced local businesses. Today, we have relationship marketing and corporate social responsibility to do the same job. But if these ideas are to transform the heart of our businesses we are going to have to change the way we think – not an easy task.
By Jennifer Kirkby
About the author
Jennifer Kirkby is the CMC's Strategy & Business Analyst.
Currently a Director of White Waves Ltd, she was formerly CRM Research Director for Gartner, where she was a primary architect of The Eight Building Blocks of CRM and advised numerous Fortune 500 companies across Europe and Asia on their customer strategies, techniques and CRM technology.
Prior to that Jennifer was with the UK’s Modernising Government initiative running programmes to demonstrate how CRM techniques were applicable to Public Services. This followed 15 years of marketing practice in financial services and manufacturing, where she had roles in marketing research, database marketing, brand and product management, business development and strategic marketing.
She holds a degree in Economics from Leeds University and professional qualifications in Marketing, Market Research and Programme Management.