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?|
Building Customer Engagement in a Digital Big Data WorldApr 07, 2017 Jim Sprigg, Director, Database Marketing & Analytics, InterContinental Hotels Group
Jim Sprigg will discuss how the use of “offer bundling” and marketing science allows IHG to select the most influential offers for each customer, and to present them consistently across channels.
From Experiences to Journeys and the Importance of a Network PerspectiveApr 07, 2017 Stephen Tax, University of Victoria
Stephen Tax will make the case that businesses need to recognize that their customer experiences are usually part of a customer’s journey, involving a network of providers, to solve a problem or achieve a particular goal.
Consumers and Their Experiences: Dehumanized, Re-HumanizedApr 07, 2017 Bernd Schmitt, Columbia University
Bernd Schmitt will provide frameworks for thinking about the future customer experience, with a specific focus on dehumanizing and re-humanizing the experience, and thus prepare management for a future world where consumers will struggle between the human and the artificial in unprecedented ways.
The “Building Blocks” of Customer Experience: Getting It Right – in ContextApr 07, 2017 Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute
Kay Lemon will present a managerial approach that conceptualizes the “building blocks” of customer experience: its fundamental qualities, the stages in which it unfolds, and the contexts (individual, social, environmental, and market) in which it is embedded.
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision MakingApr 07, 2017 Ryan Hamilton, Emory University
Ryan Hamilton will introduce the 4 Minds framework as a practical tool for understanding and applying the science of decision making in the marketplace.
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