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Connecting to customer insight

September 22, 2014

Connecting to customer insight
A gift from London-based StarTech.com will offer the opportunity and enhance the potential for local businesses to succeed in a consumer-driven marketplace. Pictured above: Paul Seed, BA’84, CEO, Startech.com.

Business leaders in the London area stand to benefit from a $1-million donation to the Ivey Business School.

StarTech.com, a leading provider of hard-to-find technology parts, is providing the gift to establish a partnership with Ivey to deliver education programs, consulting services and customer insight tools for businesses.

“We’re delighted to be working with a company that has proven to be a tremendous leader in London’s business community,” says Bob Kennedy, dean at Ivey, “and is so committed to improving the health of the overall economy and contributing resources to drive innovative business ideas.”

Founded in 1985, StarTech.com serves customers around the world with products – from the latest technology to legacy parts – that keep businesses connected. “For me, the first step to success is getting to know your customers extremely well and understanding how to best fulfil their needs,” says Paul Seed, BA’84 CEO of StarTech.com, who has participated in Ivey’s executive education programs.

“I want other businesses to have the same advantage to grow and succeed when it comes to meeting customer needs,” adds Mr. Seed.

The gift will fund a new executive education program, a customer and economic leadership group, a professorship in customer insights, and a series of forums for nonprofit organizations. Marketing professor Miranda Goode will serve as the inaugural StarTech.com Professorship in Customer Insights.

As part of Ivey’s Behavioural Research Lab, Goode’s team provides access to resources that support consumer and behavioural research.

“This is a tremendous opportunity to dig deeper into how consumers behave and to give businesses the insight they need to create greater value for their customers,” Goode says. “Companies like StarTech.com, that thrive on customer knowledge and service, are superb leaders by example.”


This article appeared in the Fall 2014 edition of Impact Western
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