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?|
Most-downloaded Paper Offers Framework to Understand and Manage Customer ExperienceFeb 10, 2017
"A Framework for Understanding and Managing the Customer Experience" by Arne De Keyser, Katherine Lemon, Philipp Klaus, and Timothy Keiningham earned the 2016 MSI Top Download Award as the MSI working paper most downloaded by marketers and academics in its first year of publication.
Understanding Customer Experience throughout the Customer JourneyJan 31, 2017
Webinar featuring Katherine N. Lemon, Boston College and Peter Verhoef, University of Groningen
Understanding customer experience and the customer journey is more critical now than ever. With customers interacting with brands through a myriad of touchpoints in multiple channels and media, firms need to integrate multiple business functions—and even external partners—in creating and delivering positive customer experiences.
Everybody Loves It, You’ve Got to Love It Too! The Downside of Receiving More (and More) Positive Word of MouthJan 30, 2017 David L. Alexander and Sarah G. Moore, 2017, 17-102
As consumers receive more positive word of mouth for a newly adopted product, they feel increasing pressure to perform as competently with the product as those who recommended it.
Using Social Coupons to Enhance Customers’ Social EmpowermentJan 29, 2017 Sara Hanson and Hong Yuan , 2017, 17-101
The simple act of sharing a social coupon generates greater purchase amounts and purchase intentions.
Jobs-To-Be-Done and The Buyer’s JourneyJan 26, 2017
Webinar featuring Tony Ulwick, Strategyn and Jon Dome, Harte Hanks
In this webinar, Tony Ulwick will describe Strategyn’s patented Innovation process and Jon Dome will explain how Harte Hanks applied the methodology to understanding the buyers’ journey.
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