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Professor Moira Clark

Professor of Strategic Marketing

Director, The Henley Centre for Customer Management

Moira Clark Profile Photo 18 Sep20

Specialisms

  • Customer experience, 
  • Customer centricity, 
  • Customer management, 
  • Customer service, 
  • Culture and climate and business performance

Location

Greenlands Campus

Moira Clark is Professor of Strategic Marketing at Henley Business School and Founder and Director of The Henley Centre for Customer Management. This research centre develops joint research initiatives between Henley and a consortium of organisations who want to further their knowledge and understanding of leading-edge best practice in customer management.

Moira is a leading expert in Strategic Customer Management; her main areas of research and consulting are in Customer Management, Customer Centricity, Customer Experience and the drivers of Customer Retention and Service Excellence. She has worked extensively in the area of culture and climate, its impact on retention and loyalty, and the critical linkages between employee behaviour and customer retention.

She has researched and published widely on Customer Management, Relationship Marketing, Customer Experience and Service Excellence. Publications include for example, the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Psychology and Marketing and International Journal of Management Reviews. She is also co-author of 'Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation'. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence.

Moira is a sought-after commentator on current marketing and Customer Management issues for national press, radio and TV. She also has extensive marketing consultancy experience with leading international companies, sits on a number of advisory boards and is a frequent keynote speaker at many public and in-company seminars and conferences around the world.

Moira joined Henley Business School from Cranfield School of Management in 2005. Prior to her academic career, Moira was a successful international marketing consultant based in Munich where she was involved with a wide range of industries including service industries, engineering, consumer and industrial goods manufacturers. She has also worked as a Marketing Director for an international health food manufacturer and as a Marketing Manager for the toiletries subsidiary of Dunhill International. She is a graduate in Business Studies, has an MBA from Cranfield and a PhD from Cranfield.

Reference: Mitchell, S.-L. and Clark, M. (2021) Volunteer choice of nonprofit organisation: an integrated framework. European Journal of Marketing, 55 (1). pp. 63-94. ISSN 0309-0566 doi: https://doi.org/10.1108/EJM-05-2019-0427
Reference: Behnam, M., Hollebeek, L. D., Clark, M. K. and Farabi, R. (2021) Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60. 102456. ISSN 0969-6989 doi: https://doi.org/10.1016/j.jretconser.2021.102456
Reference: Mitchell, S.-L. and Clark, M. (2021) Telling a different story: how nonprofit organizations reveal strategic purpose through storytelling. Psychology and Marketing, 38 (1). pp. 142-158. ISSN 1520-6793 doi: https://doi.org/10.1002/mar.21429
Reference: Hollebeek, L. D., Clark, M. K. , Hammedi, W. and Arvola, R. (2021) Cocreated brand value: theoretical model and propositions. Journal of Brand Management, 28 (4). pp. 413-428. ISSN 1479-1803 doi: https://doi.org/10.1057/s41262-021-00235-9
Reference: Hollebeek, L. D., Sharma, T. G., Pandey, R., Sanyal, P. and Clark, M. K. (2021) Fifteen years of customer engagement research: a bibliometric and network analysis. Journal of Product & Brand Management,. ISSN 1061-0421 doi: https://doi.org/10.1108/JPBM-01-2021-3301
Reference: Hollebeek, L., Smith, D., Kasabov, E., Hammedi, W., Warlow, A. and Clark, M. (2020) Customer brand engagement during service lockdown. Journal of Services Marketing. JSM-05-2020-0199.R2. ISSN 0887-6045 doi: https://doi.org/10.1108/JSM-05-2020-0199
Reference: Mitchell, S.-L. and Clark, M. (2020) Rethinking nonprofit brands through a volunteer lens: time for B2V. Journal of Marketing Management. ISSN 1472-1376 doi: https://doi.org/10.1080/0267257X.2020.1818804
Reference: Clark, M. K. , Lages, C. R. and Hollebeek, L. D. (2020) Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm. Journal of Business Research, 121. pp. 549-556. ISSN 0148-2963 doi: https://doi.org/10.1016/j.jbusres.2020.03.011
Reference: Hollebeek, L. D., Clark, M. K. , Andreassen, T. W., Sigurdsson, V. and Smith, D. (2020) Virtual reality through the customer journey: framework and propositions. Journal of Retailing and Consumer Services, 55. 102056. ISSN 0969-6989 doi: https://doi.org/10.1016/j.jretconser.2020.102056
Reference: Hollebeek, L. D., Clark, M. K. and Macky, K. (2020) Demystifying consumer digital cocreated value: social presence theory-informed framework and propositions. Recherche et Applications en Marketing (English Edition). pp. 1-19. ISSN 2051-5707 doi: https://doi.org/10.1177/2051570720961986
Reference: Mitchell, S.-L. and Clark, M. (2019) Reconceptualising product life-cycle theory as stakeholder engagement with non-profit organisation. Journal of Marketing Management, 35 (1-2). pp. 13-39. ISSN 1472-1376 doi: https://doi.org/10.1080/0267257X.2018.1562487
Reference: Clark, M. and Bryan, A. (2018) Are we working our customers too hard? (Part 2). Journal of the Institute of Telecommunications Professionals, 12 (4). pp. 21-25. ISSN 1755-9278
Reference: Clark, M. and Bryan, A. (2018) Are we working our customers too hard? Journal of the Institute of Telecommunications Professionals, 12 (3). pp. 22-26. ISSN 1755-9278
Reference: El Gendi, R. and Clark, M. (2018) New influencing dimensions to creating a climate for innovation – case of the Egyptian telecommunications industry. In: British Academy of Management, 4-6 September 2018, Bristol Business School, University of the West of England, Bristol, UK.
Reference: Clark, M. , Rose, S. and Myers, A., (2018) The ‘dark side’ of customer relationships - determining the dark side. Report. Henley Centre for Customer Management
Reference: Clark, M. and Myers, A., (2018) Complaint handling - resolving issues. Report. Henley Centre for Customer Management
Reference: Clark, M. and Myers, A., (2018) Tailoring propositions for fairness and equality: case studies and best practice. Report. Henley Centre for Customer Management
Reference: Clark, M. and Myers, A., (2018) The sharing economy - implications for business. Report. Henley Centre for Customer Management
Reference: Clark, M. and Myers, A., (2018) How customer-centric are you? Report. Henley Centre for Customer Management
Reference: Mitchell, S. L. and Clark, M. (2017) Fifty years on, is Life Cycle Theory still relevant? An exploration and development of Life Cycle Models within the contemporary non-profit context. In: British Academy of Management Conference, September 5th - 7th 2017, British Academy of Management Conference, Warwick Business School, pp. 1-26.
Reference: Canhoto, A. and Clark, M. , (2016) Social media in the business-to-business context: use and value. Report. Henley Centre for Customer Management
Reference: Dibley, A. , Clark, M. and Myers, A. (2016) Emerging trends in customer management in a changing world. Journal of Emerging Trends in Marketing Management, 1 (2016). pp. 130-140. ISSN 2537-5865
Reference: Clark, M. , Harrington, T. and Myers, A. (2016) Promoting excellence in customer management: emerging trends in business. Journal of Emerging Trends in Marketing and Management, 1 (2016). pp. 119-129. ISSN 2537-5865
Reference: Harrington, T., Dibley, A. and Clark, M. , (2015) B2B customer experience factors: understanding the relationship with SME customers – interim report. Report. Henley Centre for Customer Management
Reference: Clark, M. and Wongworawit, C. , (2013) Employee engagement: progress report. Report. Henley Centre for Customer Management
Reference: Canhoto, A. I., Clark, M. and Fennemore, P. (2013) Emerging segmentation practices in the age of the social customer. Journal of Strategic Marketing, 21 (5). pp. 413-428. ISSN 1466-4488 doi: https://doi.org/10.1080/0965254X.2013.801609
Reference: Canhoto, A. I. and Clark, M. (2013) Customer service 140 characters at a time: the users’ perspective. Journal of Marketing Management, 29 (5-6). pp. 522-544. ISSN 1472-1376 doi: https://doi.org/10.1080/0267257X.2013.777355
Reference: Hair, N. and Clark, M. , (2012) Multichannel integration evidence from the States and a review of the field. Report. Henley Centre for Customer Management
Reference: Perkins, N. and Clark, M. , (2012) Multichannel in a complex world. Report. Henley Centre for Customer Management
Reference: Shapiro, M., Clark, M. and Hair, N., (2012) Exploring online community participation. Report. Henley Centre for Customer Management
Reference: Dibley, A. , Yenicioglu, B. and Clark, M. , (2012) How collaborative innovation and co-creation can deliver value: a stakeholder approach. Report. Henley Centre for Customer Management
Reference: Rose, S. , Clark, M. , Samouel, P. and Hair, N. (2012) Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88 (2). pp. 308-322. ISSN 0022-4359 doi: https://doi.org/10.1016/j.jretai.2012.03.001
Reference: Fennemore, P., Canhoto, A. I. and Clark, M. , (2011) An investigation of existing and emerging segmentation practices in online social media networks. Report. Henley Centre for Customer Management
Reference: Harrington, T. and Clark, M. , (2011) Homeworking. Report. Henley Centre for Customer Management
Reference: Clark, M. , Bryan, A. and Shapiro, M., (2011) Developing a social media strategy. Report. Henley Centre for Customer Management
Reference: Dibley, A. and Clark, M. , (2011) How to implement best practice in strategic partnerships: an outsource supplier and client perspective. Report. Henley Centre for Customer Management
Reference: Rose, S. , Clark, M. , Samouel, P. and Hair, N., (2011) An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context. Report. Henley Centre for Customer Management
Reference: Canhoto, A. I. and Clark, M. , (2011) Complaints management 2.0: dealing with unhappy customers when everybody has an audience. Report. Henley Centre for Customer Management
Reference: Dibley, A. and Clark, M. , (2011) Enabling sustainability in a business-to-business context: how can suppliers enable and support their clients' sustainability initiatives most effectively? Report. Henley Centre for Customer Management
Reference: Lemke, F. , Clark, M. and Wilson, H. (2011) Customer experience quality: an exploration in business and consumer contexts using repertory grid technique. Journal of the Academy of Marketing Science, 39 (6). pp. 846-869. ISSN 1552-7824 doi: https://doi.org/10.1007/s11747-010-0219-0
Reference: Rose, S. , Hair, N. and Clark, M. (2010) Online customer experience: a review of the business-to-consumer online purchase context. International Journal of Management Reviews, 13 (1). pp. 24-39. ISSN 1468-2370 doi: https://doi.org/10.1111/j.1468-2370.2010.00280.x
Reference: Hair, N., Clark, M. and Shapiro, M. (2010) Toward a classification system of relational activity in consumer electronic communities: the moderators' tale. Journal of Relationship Marketing, 9 (1). pp. 54-65. ISSN 1533-2675 doi: https://doi.org/10.1080/15332660903552238 <https://doi.org/10.1080/15332660903552238 >
Reference: Dibley, A. and Clark, M. , (2009) Best practice in managing relationships with outsource partners: an outsource supplier and client perspective. Report. Henley Centre for Customer Management
Reference: Bryan, A., Harrington, T. and Clark, M. , (2009) Best practices in customer relationship management in the B2G market. Report. Henley Centre for Customer Management
Reference: Palmer, R. , Hair, N. and Clark, M. , (2009) Co-creation and the customer experience. Report. Henley Centre for Customer Management
Reference: Rose, S. , Clark, M. and Hair, N., (2009) The key influences upon a positive online customer experience. Report. Henley Centre for Customer Management
Reference: Hair, N., Yenicioglu, B. and Clark, M. , (2009) The commercialisation of social media. Report. Henley Centre for Customer Management
Reference: Hair, N., Rose, S. and Clark, M. (2009) Using qualitative repertory grid techniques to explore perceptions of business-to-business online customer experience. Journal of Customer Behaviour, 8 (1). pp. 51-65. doi: https://doi.org/10.1362/147539209X414380
Reference: Bailey, C., Baines, P. R., Wilson, H. and Clark, M. (2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough. Journal of Marketing Management, 25 (3 & 4). pp. 227-252. ISSN 1472-1376 doi: https://doi.org/10.1362/026725709X429737
Reference: Dibley, A. and Clark, M. , (2008) Corporate social responsibility: key issues and linkages with customer experience. Report. Henley Centre for Customer Management
Reference: Coxhead, H. and Clark, M. , (2008) Managing the customer experience through intermediaries. Report. Henley Centre for Customer Management
Reference: Harrington, T., Lee, S. and Clark, M. , (2008) Public services: putting people first. Report. House of Commons
Reference: Rose, S. , Clark, M. and Hair, N. (2008) Exploring notions of ideal customer experience in online business-to-business environments: a USA / European comparison. In: International Colloquium in Relationship Marketing Conference, 14-17 September 2008, Swansea UK. (Unpublished)
Reference: Hair, N. and Clark, M. (2008) Towards a classification system of relational activity in consumer electronic communities: the moderators’ tale. In: European Marketing Academy Conference, 27-30 May, Brighton. (Unpublished)
Reference: Wongworawit, R., Clark, M. and Lyman, M. (2008) A conceptual framework of frontline employees management in outsourced customer service operations. In: AMA's SERVSIG, 5-7 June, Liverpool. (Unpublished)
Reference: Hair, N., Rose, S. and Clark, M. , (2008) Web quality and research update. Report. Henley Centre for Customer Management
Reference: Glas, M. and Clark, M. , (2007) How companies can switch customers to the use of low cost channels without risking the customer relationship. Report. Henley Centre for Customer Management
Reference: Bailey, C. and Clark, M. , (2007) How companies use customer insight in inbound service call centres to drive cross-selling, up-selling and retention: an exploratory multiple case study. Report. Henley Centre for Customer Management
Reference: Wilson, H. and Clark, M. , (2007) Manging the multichannel customer experience. Report. Henley Centre for Customer Management
Reference: Clark, M. and Myers, A., (2007) Customer experience and online shopping - measuring success. Report. Henley Centre for Customer Management
Reference: Wilson, H., Clark, M. and Smith, B. (2007) Justifying CRM projects in a business-to-business context: the potential of the Benefits Dependency Network. Industrial Marketing Management, 36 (6). pp. 770-783. ISSN 0019-8501 doi: https://doi.org/10.1016/j.indmarman.2005.09.008
Reference: Hair, N. and Clark, M. (2007) The ethical dilemmas and challenges of ethnographic research in electronic communities. International Journal of Market Research, 49 (6).
Reference: Hair, N., Rose, S. and Clark, M. , (2007) Exploring the optimal customer experience online. Report. Henley Centre for Customer Management
Reference: Lemke, F. , Clark, M. and Wilson, H., (2006) What makes a great customer experience. Report. Henley Centre for Customer Management
Reference: Clark, M. and Harrington, T., (2006) Organisational climate research. Report. Henley Centre for Customer Management
Reference: Bailey, C. and Clark, M. , (2006) How companies use customer insight to drive customer acquisition, retention, and development: an exploratory multiple case study. Report. Henley Centre for Customer Management
Reference: Smith, B., Wilson, H. and Clark, M. (2006) Creating and using customer insight: 12 rules of best practice. Journal of Medical Marketing, 6 (2). pp. 135-139. ISSN 1745-7912 doi: https://doi.org/10.1057/palgrave.jmm.5050013
Reference: Mouncey, P. and Clark, M. , (2005) Outsourcing. Report. Henley Centre for Customer Management
Reference: Smith, B., Wilson, H. and Clark, M. , (2005) From data to dividends: what makes some firms better than others at turning information into value? Report. Henley Centre for Customer Management
Reference: Mouncey, P. and Clark, M. , (2004) Data: the weakest link or the core strength in CRM strategy. Report. Henley Centre for Customer Management
Reference: Clark, M. K. , Smith, B. D. and McDonald, M. H. B., (2004) Understanding the devil: uncovering the detail of how effective CRM is implemented. Report. Henley Centre for Customer Management
Reference: Clark, M. , McDonald, M. and Smith, B., (2002) Achieving excellence in customer relationship management. Report. Henley Centre for Customer Management

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