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?|
Mobile Targeting Using Customer Trajectory PatternsApr 18, 2017 Anindya Ghose, Beibei Li, and Siyuan Liu, 2017, 17-108
In a large-scale field experiment, "trajectory-based" targeting facilitated higher revenues for the focal store and the shopping mall
*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.
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.
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