Research Resources

Cultivating the Customer Asset

All firm value stems from customers’ willingness to pay over the cost of goods. As a result, it is not surprising that consumer and customer insights remain a top research priority.

Topics include, but are not limited to, the following: 

1.1. Characterizing the Customer Journey along the Purchase Funnel and Strategies to Influence the Journey

1.2. The Customer-Technology Interface

1.3. Macro Trends Influencing Consumer Decision Making

“How are changes in tech-mediated consumer-provider touchpoints impacting trends in CX investment ROI? Is the ROI on person-mediated interaction increasing, decreasing, or staying the same?” 

“See the entire customer relationship at every interaction/touchpoint and capitalize on cross/up-sell opportunities.” 

Curated List of Related Content


The Dark Side of Big Data’s Effect on Firm Performance [Best Paper award]

Understanding Customer Experience throughout the Customer Journey [Webinar with Kay Lemon and Peter Verhoef]

Kevin Lane Keller: 5 Things I Know about Marketing

Creating Signature Stories [Webinar with David Aaker]

Using AI When Customers Decide to Buy [Deck]