Customer First Marketing: The Art Of Good Conversation

Retail businesses today espouse the virtues of being customer driven. Many CEOs have set the tone of their business agenda around being Customer First. Standard Life is no different, we are committed to being customers’ first choice for life savings.

While this is great news for the customer and the experience they receive, for the business it can represent a real challenge when trying to deliver against this customer promise. This presentation will focus on how Standard Life is moving towards being customer first, showing how a combination of data, analytics, technology, and content are used to help move our business toward the goal of being customer driven. It will also show how this combination is influencing and changing the way the business works, opening up a much more collaborative approach shaped around the customer journey and delivering great customer conversations.

Howard Barber
Head of CRM & Analytics

With 20 years of marketing services experience, Howard’s career has evolved from its roots in market and Internet research, through web usability & analytics to CRM and now Omni-channel customer engagement.  In that time, he has worked with many prominent agencies and consultancies, including GfK, Forrester, iris worldwide, Tangible and Acxiom,  each of which has allowed him to expand his knowledge and expertise, using data-driven solutions to help clients with their strategy planning and customer management.  He has also overseen several successful new consulting ventures, significantly growing revenues for each, as well as co-founding two consulting divisions at market research agency GfK NOP and prominent marketing agency, iris (now iris concise).

More recently, Howard has moved to take on roles within large blue-chip companies like United Utilities and now Standard Life, where he has been able to apply his marketing data and analytical experience and entrepreneurial spirit to moving these businesses forward in their usage and application of data-driven customer engagement strategies.

Howard Barber
Head of CRM & Analytics

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