Centre for Customer Oriented Organisation and Leadership (COOL)

COOL is a multidisciplinary research center bridging academic research and business practice to advance customer-centric strategies and execution.

COOL’s research focuses on how organisations can design, implement, and continuously improve customer-centric strategies. The research agenda is organised into four integrated domains.

Customer Insight

Customer Insight focuses on developing deep “outside-in” understanding of customer needs, behaviors, and experiences, and translating insights into better decisions and innovation.

Customer Portfolio Management

This domain examines how firms can manage customer portfolios more effectively by balancing customer satisfaction and long-term profitability through segmentation, resource allocation, and advanced analytics.

Organisational Enablers

Organisational Enablers explores how leadership, culture, structures, systems, and performance metrics enable customer centricity in practice, with clear accountability and ownership.

Change Management

This domain focuses on how customer-centric strategies can be implemented and sustained over time, including managing resistance, organisational learning, and continuous improvement.