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Building a Customer First Strategy: The Rise of Customer Insight in Academic & Scholarly Publishing
Customer insight is a term used frequently in consumer and trade markets. But many non-trade publishers face silos of data that don’t talk to each other – journal subscribers, textbook adopters and book purchasers, through to sales and publicity contacts to marketing lists. This restricts the ability to make evidence-based decisions in marketing, sales, publicity and publishing.

What is the scholarly and academic sector doing in this area and how can it benefit business strategy?

Our panel of industry experts will share different perspectives on how a 360 degree view of a customer can provide insights into motivations and behaviours, surface opportunities, and tell you what sells and why. And they will consider what your systems SHOULD be telling you about your customers and discuss how you can get more value from your existing Customer Relationship Management tools.

They’ll also inspire you with their thoughts on a customer first strategy for publishers and a vision on how to establish a feedback loop from customers’ requirements into the publishing programme.

If you thought customer insight wasn’t a priority for your organisation, think again.

Jun 9, 2020 03:00 PM in London

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Speakers

Paula Neary (host)
CEO @Ribbonfish
Paula has over 20 years of experience in senior roles across academic, education, trade and STM publishing. Having been on the client-side, she brings deep business knowledge, quality customer service and empathy to the role of Ribbonfish CEO.
Chantel Carpenter
Director of Digital Channels & Transformation @Pearson
Chantel has over 20 years's experience in the publishing industry across Academic, STM (Elsevier) and Education sectors (Heinemann & Pearson). A strategic, hands-on transformation leader, passionate about connecting technology, people and processes to maximize digital marketing channels, optimise data to drive decision-making, putting customer insight at the heart. Chantel has a track record of simplifying go-to-market strategies and enhancing customer experience to drive business growth.
Harriet Kenney
Head of Books Marketing @SAGE
Harriet Kenney has over 15 years’ experience in academic publishing leading marketing and marketing operations teams. At SAGE, she has recently moved from a role working closely with technology and marketing teams on integrating data sources, developing insights and generating value from data, to leading the Books Marketing team, where developing a customer-centric marketing strategy is at the core of her objectives.