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It’s possible for a company to win a price war by leveraging a specific set of strategic capabilities.
Timothy Keiningham et al.
Misguided attempts to improve satisfaction can damage a company’s financial health.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
March 30, 2014 | Leslie Brokaw
How do companies gain value from ethnography — the in-person study of how people actually use a product or service? Wells Fargo Bank commissioned an ethnographic project and found out for itself. The bank was able to determine that customers approach retirement with three styles: they were either Reactors, Poolers or Maximizers. The bank learned, for instance, that the language of customers who were Maximizers would not resonate with Poolers — and so it developed new kinds of messaging for each.
Online retailing is far and away the fastest growing retail sector in the United States. While there are no straightforward rules about where to look for e-commerce customers, there are proven strategies for finding them — and keeping them.
Consumer trust in online ratings may be misplaced, according to recent research.
David R. Bell et al.
Though online retailers have unlimited trading areas, they must learn where to best find customers.
Peter Weill and Stephanie L. Woerner
If you lack a good digital business model, your customers may leave you behind.
Mavis T. Adjei et al.
To improve online brand communities, companies need to enhance customer-to-customer communication.
Timothy M. Laseter et al.
Managing returns, structuring the physical distribution network and deploying product inventories are all key.
Alden M. Hayashi
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Chris Andrew and Gary Liu (Hearsay Social), interviewed by Gerald C. (Jerry) Kane
As daily life goes digital, Hearsay Social develops a social media platform to generate sales leads.
V. Kumar and Rohan Mirchandani
Using a seven-step process, an ice cream retailer substantially improved its social media marketing.
Ralf VonSosen (LinkedIn), interviewed by Robert Berkman
At LinkedIn, the sales staff has become well-versed in the use of social media tools to open doors.
Arvind Malhotra et al.
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?