Aarron Spinley is a Fellow at the Field Bell Institute^[1] known for his work teaching applied Marketing and Customer Science.

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Born in Auckland, New Zealand, Aarron Spinley majored in drama at the Auckland Excel School of Performing Arts, graduating in 1995, and later in Marketing management and futures based corporate strategy using Causal Layered Analysis at the Melbourne Business School.

In 2023 Spinley founded the Field Bell Institute ^[2][3] in Melbourne, Australia with Henry Hernandez Reveron, where he serves as board member and teaches the online course, the Mini MBA in Customering to students internationally.^[4]

He is the author of The Customering Method – from CX Dogma to Customer Science^[5][6] which enjoyed critical acclaim by both industry and academia^{[7][8][9][10][11][12]} and was endorsed for use as a core text for MBA study and beyond (above) by Dr Stephen LeMay.^[13][14]

Spinley held corporate roles at notable firms Marsh McLennan Group, Tigerspike (acquired by Concentrix), SAP, and customer decisioning firm, Thunderhead.^[15] His first teaching work came in 2010 when he taught risk theory at the New Zealand Institute of Company Directors and later formed his private customer science practice in 2015,^[16] where he also maintained an interest in innovation theory (futures) for application to business strategy.

However, Spinley’s main work is the extension of the marketing method into the “customering” discipline. He is regarded as among the first to have applied marketing science concepts and quality management system principles to customer management theory, and its related technology capability.

More precisely, Spinley focusses on the customer base as “a distinct economic asset”, applying the laws & principles of marketing and customer science, buyer behaviour, brand performance, and loyalty to inform its management, measurement and reporting. Noted CRM author^[17] and academic Paul Greenberg said of Spinley: “He matures the field in a way that finally we can say it is truly a science of business”.^[18]

Aarron Spinley has written many industry articles and papers, and given keynote addresses and interviews.