Tony Cram

BA, MBA, FCIM

As an executive educator, Tony designs and delivers programmes on business strategy and market innovation. His particular interests are understanding customer value, developing brands and the dynamics of long-term business relationships. He works internationally, with experience across Europe, Asia and the Americas. Tony joined Ashridge in 1992 and is now an Ashridge Associate.

Before joining Ashridge, Tony held a general management position with Manpower PLC. Previously as Director of Marketing Services at TSB Bank, he controlled £20 million marketing expenditure. Earlier, he spent eight years with Grand Metropolitan at operating company Board level. As a Marketing Director he played a key part in the launch of Foster's Draught Lager into the UK. For two years he had executive responsibility for 500 licensed retail outlets. 

He gained his MBA from Cranfield/University of Washington in 1980 and is a Fellow of Chartered Institute of Marketing Member of the Marketing Society.

Tony Cram

Publications

How to build world-class customer service in eight Acts

Cram, T. (2010) How to build world-class customer service in eight Acts, Network, The Ashridge Magazine, Issue 5, Autumn, pp. 10 - 13

The Finishing Touch - how to build world-class customer service

The Finishing Touch provides a strategic approach to customer service founded on the principle that success results from delivering a rising upward trajectory culminating in a brilliant finish. Building from the start up to a strong finish leaves customers ready to return and to recommend the service to others. The book provides eight practical steps applied with examples to mass service operations, bespoke services and Professional Services.

Cram, T. (2010) The Finishing Touch - how to build world-class customer service, Financial Times Prentice Hall

Upbeat Thinking in Downturn Times

As the economic vultures hover overhead, purveyors of gloom are all around. But, in the face of recessionary forces, managers and organisations are not powerless. Tony Cram maps out how to manage - and think - your way through the downturn.

Cram, T. (2009) Upbeat Thinking in Downturn Times, PKU Business Review, Guanghua School of Management, Peking University, China, January

Value based marketing - marketing strategies for corporate growth and shareholder value

Doyle, P. (2008) Value based marketing - marketing strategies for corporate growth and shareholder value, second edition, Cram, T. member of advisory board producing 2nd edition, John Wiley, Chichester, UK

Pricing

Cram, T. (2008) Pricing, in Baker, M.J. & Hart, S. J. (eds.) The Marketing Book, 6th edition, Butterworth-Heinemann, Oxford

Astute managers use sharper tools: Should retailers jump the gun

Cram, T. (2007) Astute managers use sharper tools: Should retailers jump the gun, Financial Times Business Life, 5 December, p.16

Seven of the Best - 2006

Cram, T. (2006) Seven of the Best, in Shanthi, N.M. (ed) , Branding Services, ICFAI University Press, Hyderabad, India

Why pay more

Getting the lowest price for a product can be a compelling reason to buy. However there is an alternative logic for premium brands. This article provides eight powerful reasons why customers might be willing to pay more. These range from product superiority, through risk education to price signalling. Competitive pricing need not mean parallel pricing. In addition the article highlights a danger for premium brands at the final stage of the transaction. Practical advice is provided for all who face competition from lower priced rivals.

Cram, T. (2006) Why pay more?, Business Strategy Review, Vol. 17, No. 3, pp. 30 - 33, Autumn issue

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Viewpiont - Smarter pricing techniques

Smarter pricing techniques can encourage customers to behave more profitably

Cram, T. (2006) Viewpoint - Smarter pricing techniques, MBA Business, August, p.14

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Must Win

Cram, T. (2006) Must Win, Business Strategy Review, n.d.

The Art of Smarter Pricing

Cram, T. (2006) The Art of Smarter Pricing, Market Leader

The Price is not always Right

Cram, T. (2006) The Price is not always Right, Financial Times

How to achieve Smarter Pricing

Cram, T. (2006) How to achieve Smarter Pricing, Finance & Management , issue 134

Managing value, building loyalty.

Cram, T. (2005) Managing value, building loyalty, Reed Business Information Summit Conference, Berlin

Smarter pricing

In a world where the only pressure on price is downwards, Tony Cram, author of "Smarter Pricing - How to capture more value in your market", examines how businesses can move customers and products upwards towards higher, smarter pricing.

Cram, T. (2006) Smarter pricing, 360° The Ashridge Journal, Spring, pp. 6 - 11

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Smarter pricing - how to capture more value in your market

Smarter pricing is designed to be a short sharp companion to intelligent pricing. Built around three core elements: customers - smarter ways to understand them, competitors - smarter ways to outwit them and company - smarter ways to capture value, this book guides managers to more profitable possibilities and supports more decisive pricing.

Cram, T. (2006) Smarter pricing - how to capture more value in your market: London: Financial Times Prentice Hall

Get the Price Right

Cram, T. (2005) Get the Price Right, Marketing Magazine

Rollercoasting

Cram, T. (2005) Rollercoasting, Business Strategy Review, Spring

Customers That Count - Delivering A Customer Experience

Cram, T. (2004) Customers That Count - Delivering a Customer Experience, Management Centre Turkey 5th Marketing Conference, Istanbul, 10 December

Grow Your Business Through Innovation

Cram, T. (2004) Grow Your Business Through Innovation, Reed Business Information Summit Conference, Budapest, 10 November

Building Customer Relationships - Challenge for Polish Energy Sector

Cram, T. (2004) Building Customer Relationships - Challenge for Polish Energy Sector, MGG Conferences, Warsaw, 9 September

The Laws of Loyalty

If company success is assumed to come from its ability to attract customers, it can also be assumed that long-term success would be confirmed by its ability to retain customers. Investors are beginning to appreciate the significance of customer loyalty to predict future business prospects. If loyalty is key, what are the best practices for companies to take repeat-buying into the emotive area of loyalty?

Cram, T. (2004) The Laws of Loyalty, CriticalEYE REVIEW: The Journal of Europe's Centre for Business Leaders, www.criticaleye.net, December, pp. 72 - 75

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Battling the Price Chasm

Brand leaders expect challenger brands to compete at a price somewhere below their own - it is a conventional strategy. But today a breed of deep-discounters and disruptive innovators are opening up price chasms. The old rules of haughty brand superiority are outmoded and new competitive skills are needed. Tony Cram looks at successful examples of how brand leaders have fought back.

Cram, T. (2004) Battling the Price Chasm, 360° The Ashridge Journal, Autumn, pp. 11 - 15

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Boost Brand and Profit With The Right Price

Tony Cram explores how the most neglected element of the marketing mix can have an unrivalled impact on the bottom line.

Cram, T. (2004) Boost Brand and Profit with the Right Price, Financial Times, Summer School, 6 August

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Seven of the Best - 2004

Cram, T. (2004) Seven of the Best, in Crainer, S. & Dearlove, D. (eds) FT Handbook of Management, 3rd edition, Financial Times Prentice Hall

Dialogkonferansen

Cram, T. (2003) Dialogkonferansen, Gothenburg, August

Building Customer Relationships

Cram, T. (2003) Building Customer Relationships, Direct Marketing Management Fair, Belton Woods, February

Thinking Again

Children are innovative, imaginative and inspirational, but they need not hold a monopoly on these characteristics.Tony Cram and Phil Hodgson advise on how we can rediscover the child within.

Cram, T. & Hodgson, P. (2003) Thinking Again, Innovations, pp. 2 - 3

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What Can Your Customers Do For You?

In troubled times, your customers might be your best source of inspiration and practical help.Tony Cram and Phil Hodgson engage in some doubletalk with consumers.

Cram, T. & Hodgson, P. (2003) What Can Your Customers Do For You?, Directions - The Ashridge Journal, Summer, pp. 2 - 3

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Sounds From The Future

Are our ears the next commercial frontier? Tony Cram and Phil Hodgson contemplate a cacophony of sounds from the commercial future.

Cram, T. & Hodgson, P. (2003) Sounds From The Future, Directions - The Ashridge Journal

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Seven of the Best - 2003

The way a brand is delivered is the key success factor for service brands. Tony Cram joins the queue for best practice.

Cram, T. (2003) Seven of the Best, Directions - The Ashridge Journal, Summer, pp. 24 - 28

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Customers that Count (published in Spanish, Greek, Korean and Russian)

In a world where 80% of your profit comes from just 20% of your customers, you can't afford to treat them all the same. You must identify those who are worth it and build a relationship that is deeper than a loyalty card by going beyond the technology of CRM. Remember that relationships have more to do with humans than databases. You trust someone who behaves in a trustworthy manner - if you want your customers to trust you then you will have to behave in a trustworthy way. You expect people you live with to remember how you like your tea - your customers expect you to remember their preferences too. You wouldn't marry someone you had just met on the street so why do you expect to have worthwhile relationships with customers selected at random? 'Customers that Count' is more than just another book on CRM. By focusing on the top 20% of customers who normally provide 75 - 90% of profits it proves the business case and answers concerns about the scale and cost of CRM. It goes beyond the concept of capturing customers and shows you how to captivate them. This means winning them with human characteristics rather than technology because the company that seems human will win.

Cram, T. (2003) Customers that Count (published in Spanish, Greek, Korean and Russian), Financial Times Prentice Hall

How to Retain the Customers that Count

Cram, T. (2002) How to Retain the Customers that Count, Winning Business, May

Whose Design Is It Anyway?

Cram, T. & Hobbs, M. (2002) Whose Design Is It Anyway?, HD Journal for Healthcare and Development, October

New Hospital New Thinking

Mike Hobbs and Tony Cram report on how Royal Wolverhampton Hospitals NHS Trust sought to give patients and carers a real voice.

Cram, T. & Hobbs, M. (2002) New Hospital New Thinking, Directions - The Ashridge Journal, Winter

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Forward to Basics

Glamorous, media-friendly leadership has had its day. No longer do CEOs seek out the most eye-catching swathe to cut through the corporate jungle. Instead, they are building the future around the business fundamentals. Tony Cram and Phil Hodgson look forward to the basics.

Cram, T. & Hodgson, P. (2002) Forward to Basics, Directions - The Ashridge Journal, Winter

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The Triangulation Perspective

From Antarctica to Tracy Emin by way of non-executive directors, Tony Cram and Phil Hodgson roam far and wide in search of a triangulation point for business.

Hodgson, P. & Cram, T. (2002) The Triangulation Perspective, Directions - The Ashridge Journal, Summer

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Thinking the Unthinkable

If we think the unthinkable all sorts of things may become possible. Tony Cram and Phil Hodgson surround themselves with a positive glow.

Hodgson, P. & Cram, T. (2002) Thinking the Unthinkable, Directions - The Ashridge Journal, Spring

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The Power of Relationship Marketing

Cram, T. (2002) The Power of Relationship Marketing, paperback edition (first published 1996 by Pitman)

Customers That Count

Cram, T. (2002) Customers That Count, Market Leader, Spring

How to Build Your Customer Base Across Borders

Cram, T. (2002) How to Build Your Customer Base Across Borders, Customer Management, April

Retaining the Customers That Count

Cram, T. (2002) Retaining the Customers That Count, Winning Business, January

How to Care for Customers Who Count Most

Cram, T. (2001) How to Care for Customers Who Count Most, Marketing Magazine, 12 July

Profitable Customer Relationship Strategies

Cram, T. (2001) Profitable Customer Relationship Strategies, ICBI, July

The Cinnamon Stick Blues

As bad news and grim predictions lurk on every corporate corner, Doubletalk contemplates what it takes to convert negativity into a positive force.

Hodgson, P. & Cram, T. (2001) The Cinnamon Stick Blues, Directions - The Ashridge Journal, pp. 2 - 3, Winter

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Act Global, Talk Local

Revolutions are underway everywhere you look in the business world. We are all revolutionaries now. Doubletalk sets aside revolutionary zeal to bridge the global-local conundrum.

Cram, T. & Hodgson, P. (2001) Act Global, Talk Local, Directions - The Ashridge Journal, pp. 2 - 3, Summer

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Upbeat Thinking in Downturn Times - 2001

As the economic vultures hover overhead, purveyors of gloom are all around. But, in the face of recessionary forces, managers and organisations are not powerless. Tony Cram maps out how to manage – and think – your way through the downturn.

Cram, T. (2001) Upbeat Thinking in Downturn Times, Directions - The Ashridge Journal, pp. 32 - 36, Winter

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Customers that Count - 2001

Complexity, choice and competition are the imposing challenges of our times. And the solution? Build long-term customer relationships. As a solution, it is easy to say and hard to deliver. Tony Cram contends that new thinking is needed.

Cram, T. (2001) Customers that Count, Directions - The Ashridge Journal, Spring, pp. 12 - 15

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All Fish and Mirrors

Lost and confused? Doubletalk suggests that asking fundamental questions and seeking out different perspectives is more useful than carrying on regardless.

Hodgson, P. & Cram, T. (2001) All Fish and Mirrors, Directions - The Ashridge Journal, pp. 2 - 3, Spring

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The Company is King

Cram, T. (2001) The Company is King, Chapter in Crainer, S. & Dearlove, D. Financial Times Handbook of Management, Financial Times Prentice Hall

Recession Strategies, Right Moves for Weathering the Storm

Cram, T. (2001) Recession Strategies, Right Moves for Weathering the Storm, Chapter in Pickford, J. Mastering Risk Volume 1 Concepts, Financial Times Prentice Hall

Customers That Count - How to Build Living Relationships with Your Most Valuable Customers

Cram, T. (2001) Customers That Count - How to Build Living Relationships with Your Most Valuable Customers, Prentice Hall

Relationship Marketing

Explains why relationship marketing is important to customers and suppliers and how you can make it succeed within an organisation. Also looks at how to implement strategies to build customer intimacy and gives hints and tips on how to measure, monitor and manage relationships.

Cram, T. (2001) Relationship Marketing, Ashridge Learning Resource Centre Learning Guides, September

Customer Relationship Management

Takes you through the origins and development of CRM and why it has become so important to businesses today. It includes practical steps for implementing CRM and discusses some key issues and challenges surrounding the discipline. There are also some useful diagnostic tools for assessing the current effectiveness of your organisation at capturing information about its customer.

Cram, T. & Wanendeya, N. (2001) Customer Relationship Management, Ashridge Learning Resource Centre Learning Guides, July

Beyond the Bland Leading the Bland

Hodgson, P. & Cram, T. (2000) Beyond the Bland Leading the Bland, Directions - The Ashridge Journal, Summer

The Company is King - 2000

Cram, T. (2000) The Company is King, Directions - The Ashridge Journal, Summer

More Questions Than Answers

Cram, T. & Hodgson, P. (2000) More Questions Than Answers, Directions - The Ashridge Journal, Winter

How to Win Profitable Customers

Cram, T. (2000) How to Win Profitable Customers, Winning Business, November

Earning Loyalty

Cram, T. (1998) Earning Loyalty, Croner's Magazine, June

Sites for Sore Eyes

Cram, T. (1998) Sites for Sore Eyes, The Grocer, 24th January

High Fliers

Cram, T. (1997) High Fliers, Directions - The Ashridge Journal, November

Focused on the Future

Cram, T. & Taylor, J. (1997) Focused on the Future, Directions - The Ashridge Journal, March

Relationship Pricing

Cram, T. (1996) Relationship Pricing, Directions - The Ashridge Journal, July

Mastering Management: Securing Relationships

Tony Cram and Bob Stilliard explain five strategies that can enable pricing to become part of relationship marketing and create customer loyalty.

Cram, T. & Stilliard, B. (1996) Mastering Management: Securing Relationships, Financial Times, August 23

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Relationship Pricing - 1996

Cram, T. (1996) Relationship Pricing, Pricing Strategy & Practice 4

A Passion for Innovation

Directions

Cram, T. (1995) A Passion for Innovation, Directions - The Ashridge Journal, October

Keep Your Customers for Life

Cram, T. (1995) Keep Your Customers for Life, Real Life Magazine, August

Marketing One-to-One

Cram, T. (1994) Marketing One-to-One, Directions - The Ashridge Journal, July

Ilmasto Muuttuijo, Sopeuta Viestintasi

Cram, T. (1993) Ilmasto Muuttuijo, Sopeuta Viestintasi, Mainosuutiset, 18 February