Lawrence A. Crosby

Dr. Lawrence A. Crosby is Dean of Marketing for the Spears School of Business at Oklahoma State University. He is a globally recognized expert on the measurement and management of customer relationships.

First as an academic and then as a consultant and business leader, Crosby has helped evolve the field of customer relationships from satisfaction to loyalty to the branded experience. His measures, models and management principles have been adopted by Fortune 500 companies around the world.

Most recently, Crosby served as chief loyalty architect of the Customer Experience Practice at Synovate Ltd. He founded and served as chairman and CEO for Symmetrics Marketing Corporation, a customer loyalty research and consulting business. He sold Symmetrics to Synovate in 2004. Synovate is a global market research company that provides research solutions and services to clients in more than 60 countries. Crosby was responsible for building Synovate’s global practice and capabilities in customer experience research and consulting.

Crosby earned a doctoral degree in business administration, a masters of business administration and a bachelor’s degree in general studies from the University of Michigan. Before founding Symmetrics, he served as CEO and managing director of CSM Worldwide, an affiliate of Walker Information, and served on the faculty at Arizona State University, the University of Michigan and the University of Nebraska. His work has been published in a variety of academic and professional journals.

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Designing A Winning Service Strategy

Designing a Winning Service Strategy: 7th Annual Service Marketing Conference Proceedings

Designing a Winning Service Strategy was edited by Mary Jo Bitner and Lawrence A. Crosby. This work is a collection of papers presented at the Annual Services Marketing Conference in 1989. The papers are organized around four basic steps necessary in designing services strategy: the analysis, formation, and evaluation of services strategy; analytical methods, techniques, and the role of research; strategy implementation and organization; and monitoring satisfaction, quality, and performance. Also featured is a presentation from a pre-conference workshop titled, Research in Services Marketing: Where It’s At and Where It’s Going: A Review on Services Marketing Research from the 1990s perspective.

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