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C. Whan Park et al.
Research suggests that a good corporate logo can have a positive effect on customer commitment.
Dante M. Pirouz et al.
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Carlos Dominguez (Sprinklr) interviewed by Gerald C. Kane
Companies need to focus more on the people already invested in the brand, says the president and COO of Sprinklr.
July 28, 2015 | Andy Frawley (Epsilon), interviewed by Sam Ransbotham
Computers, scanners, mobile and wearable technology have made it both easier and harder for companies to find their customers. Easier, because there’s so much more data about consumer behavior; harder, because analyzing that data is a significant challenge (never mind deciding how to act on the analytics). Companies like Epsilon are stepping up to help businesses to figure out what the data tell them about their customers — and what to do with that knowledge. In a Q&A, Epsilon’s CEO Andy Frawley describes some of the challenges his company works through on a daily basis.
Glen Schmidt and Bo van der Rhee
A new framework helps identify the best strategy for a particular product or service.
Sarah Kaplan and Wanda Orlikowski
In turbulent markets, managers can build momentum for innovative strategies by rethinking the past, reconsidering present concerns – and reimagining the future.
Jay I. Sinha
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Digital marketing and analytics maven Avinash Kaushik once wrote that “80% of the time you/we are wrong about what a customer wants.” How can companies do better?
Ming-Hui Huang and Roland T. Rust
In service businesses, there is often a trade-off between productivity and customer satisfaction.
Omar Merlo et al.
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Rolph E. Anderson et al.
Product selection is one of six significant drivers of customer satisfaction for e-retailers.
Martijn van der Zee (KLM), interviewed by Gerald C. Kane
For KLM, social business developed in response to an epic customer service crisis.
Timothy Keiningham et al.
Misguided attempts to improve satisfaction can damage a company’s financial health.
Jiwoong Shin and K. Sudhir
Should you offer your best prices to new customers or existing ones?
Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.
Andreas Hinterhuber and Stephan Liozu
Almost any business can improve its pricing performance, if it broaches pricing in a structured way.
It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.