Changing Decision Processes
|How are decision processes changing, given that customers are now always connected and have more choice in what they attend to? Customers are now engaging with firms through complex journeys and paths to purchase and beyond. Firms must insert themselves — or their product or service — into the customer decision process at the right time in the right context to have an influence.|
The 4 Minds of the Customer: A Framework for Understanding and Applying the Science of Decision MakingMay 10, 2017 Ryan Hamilton and Uma R. Karmarkar, 2017, 17-109
Science has a lot to say about how customers make decisions. This frameworks helps marketers apply what's most relevant to their customer, product, and category.
Paywalls: Monetizing Online ContentApr 10, 2017 Adithya Pattabhiramaiah, S. Sriram, and Puneet Manchanda, 2017, 17-107
Monetization of online content may generate new subscription revenue--but what about other effects? Study of New York Times finds that metered paywalls can suppress usage among loyal consumers; at the same time, legacy firms may see a boost in print consumption.
-Key Takeaways: Customer Experience Beyond the HypeApr 07, 2017
Key takeways and highlights from Spring 2017 Board of Trustees Meeting: Customer Experience Beyond the Hype
Retention Through Experience in a “Switch & Save” WorldApr 07, 2017 Ben Grossman, Jack Morton Worldwide and Jenna Lebel, Liberty Mutual Insurance
Jenna Lebel, from Liberty Mutual Insurance, and Ben Grossman, from its agency Jack Morton Worldwide, will discuss how the 100+ year-old mutual company is working to increase customer retention by claiming a role before and beyond the claim.
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.
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