Staff Profile:

Name:

Professor Moira Clark

Role:

Professor of Strategic Marketing, Director of Enterprise & Applied Research Centres and Director of The Henley Centre for Customer Management

School:

Reputation and Relationships

Academic Profile:

BA(Hons), MBA, PhD, DipMM, DipM, FCIM

Areas of Expertise:

Strategic Marketing, Relationship Marketing, Customer Relationship Management, Internal Marketing in the Service Sector, Culture and Climate and Service Excellence

Professional Expertise:

Moira Clark is Professor of Strategic Marketing at Henley Business School as well as Director of Enterprise & Applied Research Centres which include: The Henley Centre for Customer Management, The Knowledge Management Forum, The John Madejski Centre for Reputation and Relationships, and The Henley Centre for Sustainable Enterprise. She also serves as a consultant to a number of leading UK and European companies. Her major area of research and consulting is in Customer Management, Customer Retention and Internal Marketing. She has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention. She has published widely on this subject and is co-author of Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation. Moira is also a judge for the prestigious UK Customer Experience Awards. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence. She is a frequent keynote speaker at many public and in- company seminars and conferences around the world. Moira joined Henley in 2005 from Cranfield School of Management. Prior to joining academia, she was an international marketing consultant based in Munich where she was involved with a wide range of industries including service industries, consumer and industrial goods manufacturers. She has also worked as a marketing director for an international health food manufacturer and as a marketing manager for the toiletries subsidiary of Dunhill International.

Publications:

Click to hide publications
Recent Conference Papers
N. Hair, S. Rose and M. Clark (2008) Using qualitative repertory grid techniques to explore perceptions of online customer experience IC-MORe: 2nd Conference on Individual Constructs in Management and Organizational Research. University of Leipzig, November 2008.

N. Hair, S. Rose, and M. Clark (2008) Exploring notions of ideal customer experience in online B2B environments., 16th International Colloquium in Relationship Marketing. University of Swansea September 2008.

N. Hair, M. Clark, S. Rose (2008) Exploring Notions of Ideal Customer Experience in Online Business-to-business Environments: A USA / European Comparison Proceedings: International Colloquium in Relationship Marketing Conference, Swansea, UK, September.

C. Wongworawit, M. Clark. (2008) Service Management in Outsourced Customer Service Operations: the Case of International Outsourcing, AMA's SERVSIG, Liverpool.

N. Hair and M. Clark (2008) Towards a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators’ Tale, European Marketing Academy Conference, Brighton.

M. Clark and S. Lee (2007) Achieving Excellence in Donor Relationship Management Programmes: Understanding the Perfect Donor Experience. Institute of Fundraising, National Convention, July.

C. Bailey, H. Wilson, and M. Clark (2007) Actioning Customer Insight: An Exploratory Multiple-case Study. Proceedings: European Marketing Academy Conference, Doctoral Colloquium, Reykjavik, Iceland, May.

C. Bailey, H. Wilson and M. Clark (2007) Actioning Customer Insight: Fulfilling the Promise of CRM, Proceedings: Academy of Marketing Conference, Egham, UK.

C. Wongworawit, M. Clark and M. Lyman (2007) Service Delivery Management in the Context of Outsourcing”, Proceedings: Academy of Marketing Conference, Egham, UK

C. Wongworawit, M. Clark and M. Lyman (2007) Service Delivery Management in the Context of Service Outsourcing, Proceedings: European Marketing Academy Conference, Reykjavik, Iceland, May.

A. Wood and M. Clark (2007) The Role of Personal Values in Managing Relationships with Multiple Small Businesses, Proceedings: British Academy of Management Conference, Warwick, UK, September.

M. Clark and S. Lee (2006) Achieving excellence in Donor Relationship Management Programmes, Institute of Fundraising National Fundraising Convention, London Metropole Hotel, London, July 2006.

Recent Journal Articles
C. Bailey, H. Wilson, M. Clark. “Actioning Customer Insight: An Exploratory Multiple-case Study”, Romanian Marketing Review, Accepted and forthcoming.

S. Rose, N. Hair and M. Clark (2010) Online Customer Experience: A Review of the Business-to-Customer Online Purchase Context, International Journal of Management Reviews, DOI: 10.1111/j.1468-2370.2010.00280.x

C. Bailey, P.R. Baines, H. Wilson and M. Clark (2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough, Journal of Marketing Management; Apr2009, Vol. 25 Issue 3/4, p227-252.

N. Hair, S. Rose and M. Clark (2009) Using qualitative repertory grid techniques to explore perceptions of business-to-business online customer experience, Journal of Customer Behaviour Special Issue Vol. 8, No. 1, pp51-65.

H. Wilson, M. Clark and B. Smith (2007) Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network , Industrial Marketing Management; Vol. 36 Issue 6, August, p770-783

N. Hair and M. Clark (2007) The ethical dilemmas and challenges of ethnographic research in electronic communities, International Journal of Market Research, Vol 49, Issue 6, Ethnography Special.

B. Smith, H. Wilson, M. Clark. “Creating and Using Customer Insight: 12 Rules of Best Practice”, Journal of Medical Marketing, Vol. 6, No. 2, 2006,135-139.

B. Smith & M. Clark (2005) The Wheel of Fortune – Customer Insight is the Holy Grail of Marketing, but gaining it Means Transforming Data to Value, Pharmaceutical Marketing Europe, November

Recent Magazine Articles
M. Clarke (2009) Achieving Excellence, Customer, August/September.

M. Clarke and K. Wheeler (2009) Top of the Class, Managing Partner (www.mpmagazine.com) August.

M. Clark (2007) A long way to go; How to achieve excellence in Customer Management, Gulf Marketing Review, November.

M. Clark (2007) Achieving Excellence in Customer Management, Henley Manager, 2007, 16.

M. Clark. (2007) Customer Management: A Long Way to Go”, Gulf Marketing Review, November, 1-7.

M. Clark (2006) Achieving Excellence in Customer Management, Henley Manager,12, Summer

B. Smith, H. Wilson & M. Clark (2006) The Marketers’ Stone, In Practice , 32-33.

M. Clark (2005) Maximising Value Through Relationships, CAS News, October, 6-7.

Recent Others
M. Clark (2009) Quoted in; Any colour as long as it's pink: has the retail sector found its feminine side? The Times, 29 March 2009

Recent Reports
T. Harrington, S. Lee, M. Clark. (2008) Public Services: Putting People First, House of Commons Public Administration Select Committee, written evidence, March 2008, 319-328

A. Myers, M. Clark (2008) The Perfect On-line Customer Experience, Customer Strategy, April.

M. Glass, M. Clark (2007) Channel Migration, Henley Centre for Customer Management Research Report, November.

A. Myers, M. Clark (2007) Customer Experience and Online Shopping – Measuring Success, Henley Centre for Customer Management Research Report, July

N. Hair, S. Rose & M. Clark (2007) Exploring the Optimal Customer Experience Online, Henley Centre for Customer Management Report, 28th November.

H. Wilcon, M. Clark (2007) Managing the Multi-channel Customer Experience” (with Hugh Wilson), Henley Centre for Customer Management Research Report, November.

F. Lemke, H. Wilson, M. Clark. (2007) What Makes a Great Customer Experience, Published summary white paper for Vertex, July.

M. Clark, B Smith & H Wilson (2006) From Data to Dividends: What Makes Some Firms Better than Others at Turning Information into Value?, Cranfield Customer Relationship Management Research Forum Report, February.

M. Clark & C. Bailey (2006) How companies use customer insight to drive customer acquisition, retention and development: an exploratory multiple case study, Henley Centre for Customer Management Report, September .

M. Clark & T. Harrington (2006) Organisational Climate Best Practice, Henley Centre for Customer Management Report, September .

M. Clark, F Lemke & H Wilson (2006) What Makes a Great Customer Experience, Henley Centre for Customer Management Report, November .