Driving Customer Centric Organisational Transformation by Dr. Atul Parvatiyar

Customer relationship management (CRM) has attracted the expanded attention of practitioners and scholars. More and more companies are adopting customer-centric strategies, programs, tools, and technology for efficient and effective customer relationship management. They are realizing the need for in-depth and integrated customer knowledge to build close cooperative and partnering relationships with their customers. The emergence of new channels and technologies is significantly altering how companies interface with their customers, a development bringing about a greater degree of integration between marketing, sales, and customer service functions in organizations. For practitioners, CRM represents an enterprise approach to developing full knowledge about customer behavior and preferences and to developing programs and strategies that encourage customers to continually enhance their business relationship with the company.

About the Speaker:

Dr. Atul Parvatiyar is a Professor of Marketing Practice and Director of the Center for Sales & Customer Relationship Excellence at the Rawls College of Business, Texas Tech University. He is a Fellow of the Chartered Institute of Marketing and a Fellow of the Direct Selling Education Foundation.  Dr. Parvatiyar is a highly cited author of many academic articles and books and is a recognized global thought leader in marketing and sustainability. His work has received more than 10,795 citations per Google Scholar. Atul also has more than 20 years of entrepreneurial experience as Founder & CEO of the Institute for Customer Relationship Management (iCRM) with offices in the USA, UK, India, Malaysia, & Singapore. He is an experienced consultant on global strategies, CRM, and digital marketing. His clients include Allstate Insurance, Alliance Bank, Bank of America, Bose Corporation, The Coca-Cola Company, Celcom (Malaysia), Cellcard (Cambodia), CIMB Bank, City of Atlanta, Colonial Pipeline Company, Federal-Mogul, Japan Tobacco (JTI), Kimberly-Clark, Kuok Group (Singapore), Levi’s, Mavesa (Venezuela), Milliken International, Nautilus, Panasonic, Panacea-Biotec, Piramal Group, PRGX, Reynolds Consumer Products, Shoppers’ Stop, Siemens, SMC, State Bank of India, Telekom Malaysia, Toyota, and Xerox among others. He has also undertaken significant research projects for industry associations, such as Grocery Manufacturers’ Association (GMA) and Foodservice Sales & Marketing Association (FSMA).