Using Executive Education to Help Implement Business Strategy | A Q&A with Adrian Payne

9 January 2012

If you could speak at any event, past or future, what would it be?

Company business leaders on a burning platform who are totally committed to creating a new customer-driven culture in their organisation

How did the corporate speaking all start?

I wrote the first book on relationship marketing in 1991. as a result, I spoke at a major customer conference for a leading it company in London, invitations for other events followed quickly

Can you remember your first speaking engagement?

Yes, convincing a major global insurance broker to become more customer-focused

And your last event?

Yes, working with a major pharma company on a global customer conference

Which event has been your favourite and why?

Working with Mercedes-Benz brand over a period of several years

How do you like to be introduced?

A practical academic – not an oxymoron - who uses executive education to help implement business strategy

Do you always like to do a briefing call before the event?

Always – preferably face to face

What are the most asked for topics?

Understanding Strategic CRM, CRM: Strategies for Acquisition & Retention, CRM: Lessons From World Class Players, Strategic Marketing & Key Account Management, Loyalty is Out: Profitable Retention is In, Service-Profit-Chain – Metrics of New Marketing, Managing Customer Relationships for Competitive Advantage, Marketing Planning for Service Businesses, Value Integration Among Customers, Employees and Shakeholders, Service Excellence: The Role of Customer Relationship Management

Is your speech at all interactive with audience participation?

Yes, I often climb down from the stage and ask questions to smaller audience [less than 100, or so]

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