O&M facilitates launch of Customer Futures concept in SA

The programme is already operational in the UK, Ireland, Canada, Australia and Hong Kong, and is supported internationally by more than 100 major companies including Visa, Old Mutual, Cathay Pacific, Royal Mail, and the Economist among others.

Founder of Customer Futures in 1995, Bill George, says the aims of the programme are to provide members with a memorable and valuable learning, benchmarking and networking experience, the design and delivery of which is driven by the needs of the membership facilitated by Customer Futures' knowledge of international best practice and leading edge customer experience management.

"Members generate valuable insights and learn from best practice, innovation and practical client experiences for the benefit of their businesses and themselves," he says.

Internationally, the 2003/4 programmes are addressing the key subject priorities of senior marketers which include: design and delivery of a competitive customer experience; segmentation, data management and multi-channel CRM; motivating employees and intermediaries to deliver the brand; leadership; recognizing and rewarding customer value; and measuring the strength of customer and employee commitment.

"In each local market, the design of the programme reflects local cultural and performance differences as well as the clearly defined Customer Experience Management priorities of the membership," he says.

O&M national strategy director, Rob Hill, says in each local market, Ogilvy supports Customer Futures in the role of programme associate, and sits around the table as a member. "Apart from the valuable learning experience offered by this unique concept, the programme provides O&M with a platform for raising market awareness and building an intellectual position at the cutting edge of customer experience management," says Hill.