Moira Clark

Moira Clark serves as Professor of Strategic Marketing at Henley Business School, University of Reading, where she founded and directs The Henley Centre for Customer Management. This research consortium develops joint initiatives between Henley and organizations seeking to advance knowledge of best practices in customer management. Her academic leadership spans over two decades since joining Henley from Cranfield School of Management in 2005.

Professor Clark's research focuses on strategic customer management, with specializations in customer experience, customer centricity, customer service excellence, and the relationship between organizational culture and business performance. Her work examines critical linkages between employee behavior, customer retention, and service excellence across diverse industry contexts. She has published extensively in top journals including the Journal of Retailing, Journal of Business Research, and Academy of Marketing Science.

Recent publications reveal evolving research trajectories toward digital transformation, metaverse applications, and cross-cultural customer engagement. Her 2025 work explores value co-creation frameworks and avatar social presence in virtual environments, while 2024-2023 research addresses tactile sensation in e-commerce, ethical online ethnography, and stakeholder journey mapping. This progression demonstrates increasing focus on technology-mediated customer relationships and methodological innovation.

Professor Clark maintains significant industry engagement as a consultant for international companies, advisory board member, and keynote speaker at global conferences. She has extensive pre-academic experience including marketing directorship at an international health food manufacturer and marketing management at Dunhill International's toiletries subsidiary.

She leads the Henley Centre for Customer Management, which conducts research on emerging trends in customer management, service excellence, and organizational climate. The Centre's recent projects include investigations into insight-driven customer relationships, emotion in complaint management, and workforce evolution due to technological advances.