Integrated Customer Experiences
|Consumers are increasingly in control of the information flow. And marketers now have the ability to customize experiences, offers, and content. The key issue is getting marketing “right” in real time, whether B2B or B2C. How should firms design and serve up their offerings so that they are relevant in context — hitting just the right “notes” at the right point in the path to purchase or decision journey?|
Experience Infusion: How to Improve Customer Experience with Incidental ActivitiesMar 31, 2017 Mathew Chylinski, Ashish Sinha, David Sugianto Lie, and William Neill, 2017, 17-106
How marketers can make shopping more enjoyable—and improve customer decision making—without a costly redesign
Effective Customer Engagement Strategies in Health Care: The Role of StigmaMar 29, 2017 Martin Mende, Colleen M. Harmeling, Maura L. Scott, and Robert W. Palmatier, 2017, 17-105
Living with a stigmatizing attribute influences how customers engage socially, but marketers can tailor customer engagement initiatives to enhance effectiveness.
How Product/Channel Decisions Influence Customer ValueMar 10, 2017
And what marketers can do about it
How, When, and Where In-app Ads Pay OffMar 08, 2017
Study points to untapped opportunities to improve targeting strategies.
Leveraging “FOMO” to Win and Keep CustomersMar 08, 2017
The feeling of missing out can be a boon or bane for marketers.
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