Students gain insight into relationship marketing
MSc Marketing students from the Management School recently attended a talk with Aaron Chetwyn, a customer experience (CX) specialist and partner at Insight 6, a dedicated CX firm in Liverpool.
The talk was organised by module leader, Dr Chris Raddats, who sought to provide students with practical insights into how companies assess the performance of their relationship marketing activities in a business-to-consumer (B2C) environment.
In his talk, Aaron shared his career journey from the world of retail through to CX and introduced students to practical examples of how some of the concepts discussed in the module, such as Net Promoter Score (NPS), are used by organisations such as Apple and Amazon to improve their customers’ experiences.
Aaron also spoke about the importance of getting existing (satisfied) customers to leave positive reviews (ideally 4/4.5 out of 5) on review websites, such as Google, to encourage new customers to buy from the business, as these websites are increasingly used by potential customers to decide which business to buy from.
One of the MSc Marketing students who attended the session, Reena Nizzar, said of the experience: “It was really interesting to gain insight into relationship marketing from an SME perspective in Liverpool.
“Aaron's talk helped to explain what was taught during the module, especially through his focus on customer experience and feedback. By explaining further about feedback metrics such as NPS, it helped to put our wider academic learning into context.
“It was interesting to hear Aaron discuss how there is a gap between what businesses think they deliver and what customers think they receive in terms of experiences. As well as this, it was helpful to be ‘walked through’ Aaron's career history as it showed that career paths don't always have to be linear and it is useful to gather experience in different sectors before starting a business, as you have a more comprehensive understanding of the business world.”