Merlin Stone is a man of many talents, combining an extensive career as a consultant, trainer, analyst and influencer with a full academic one. Acknowledged as one of the leading marketing experts of his generation, Merlin’s work focuses mainly on improving customer experience, satisfaction, loyalty and trust, and also on the customer research, data analysis, systems decisions and supplier selection and management needed to support improved management of customers. Also a prolific author and researcher, he is a Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK’s Institute of Direct Marketing. His long track record in consultancy and research projects has included customer management assessments for banks and insurance companies, as well as for suppliers of financial services systems. He is a prolific author, writing many reports on financial services issues, particularly in relation to savings, pensions, long-term investments and distribution.