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Customer Relationship Management (CRM) experts Bsquared have brought together some of the most senior figures in Aerospace and Defence to discuss how they manage their key customer relationships.

Industry luminaries such as Archie Hughes (CEO, Defence Aviation Repair Agency) and Bill Black (CQO, EADS), along with senior figures from other companies like BAE Systems, have recorded intimate podcasts with Bsquared sharing how they pioneer customer driven excellence in their organisations.

“The directors talk about the importance of customer loyalty to their individual businesses, how they strategically interact with customers to inspire confidence in them, and the difference it all makes to their bottom line profits,” tells Bsquared’s Rob Brickle, the man who brought the leaders together to share their experiences.

Rob continues: “The interviews offer valuable insight as to how complex global organisations manage their important business-to-business customer relationships.”

“It’s rare to hear senior figures talk with such candor and insight about their customer issues – and we believe any organisation wishing to maximise their own key partnerships will learn a lot from listening to these stories.”

Bill Black, Chief Quality Officer at EADS said: “At EADS we take a very strategic approach to managing our key customers. The nature of our defence business is such that we have very long-term relationships with a comparably small number of important customers, we deliver products to the German Federal Office of Defense Technology and Procurement, BWB, French DGA or to the UK Ministry of Defence for example, and help national governments shape their defence policy. These are customers that we have had in our predecessor companies for the last 50 years, and which we expect to have in the next 50 years. In the civil aircraft business, we sell to the major airlines, and as the average life span of an Airbus aircraft is 40-50 years, we expect more long-term partnerships with these clients. As you can see, building customer confidence and an excellent rapport is absolutely key to our future business and our heritage.”

“We use a programme called the Customer Review process (CRp) to help us manage our critical relationships effectively. Bsquared has played a vital role in the programme’s success and I think it is very positive that they are now bringing together the key players in our industry to share best practice and ways of working. It can only help drive up industry standards and our reputations worldwide.”

To hear the Aerospace and Defence podcasts visit

Media Enquiries: For more information or media enquiries please contact Bsquared on +44 (0)208 939 3840, or

About Bsquared

Bsquared are specialists in helping you drive the maximum value from your business to business (B2B) customer relationships. We will help you to find out directly from your customers the factors that will increase their confidence, loyalty and desire to spend with your company. We will also help you improve your operational effectiveness right the way through your value chain from customer facing departments to your suppliers.

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