Customer Behavior

Tools for companies and managers to rethink standard customer experience practices.

Managers’ intuition about how customers will feel about decisions made by algorithms rather than humans is often wrong.

Businesses must use data and analytics to better anticipate consumer needs and humanize digital interactions.

Data-driven leaders are using machine learning to surface new KPIs and better align behaviors with strategic objectives.

Recruiting and retaining talent in a turbulent market, boosting profits and customer loyalty with charitable giving, and harnessing customers’ “brand admiration.”

As brands compete for holiday shoppers, they would do well to learn this lesson: Donations can boost sales and profits.

In a Q&A, Eventbrite CMO Tamara Mendelsohn discusses how the pandemic deepened the company’s connections with customers.

Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.

Rethinking assumptions about customer wants, improving the R&D process for new projects, and addressing data challenges.

For a post-pandemic future, leaders must rethink their assumptions about what customers really want.

Smaller, often more private and interactive online communities and platforms are reinventing the way brands and consumers connect.

Space missions’ remote-work lessons, fast fashion’s untenable business model, and sustainable work’s progressive roots.

Much of the fashion industry trades on a culture of disposability. It’s not sustainable, and retail norms must change.

MIT SMR’s upcoming Executive Guide will discuss how companies can adapt to meet customers’ shifting expectations.

Companies must carefully weigh potential outcomes before taking a public stance on important but controversial issues.

To reach Gen Z’s media-savvy digital natives, your marketing strategy needs to change.

It takes deep commitment and involvement to develop a brand strategy that embraces racial justice.

Companies can use an array of tactics to make sure that their data products inspire action — and create value.

Which retail customers will return to in-person shopping as the economy reopens — and why?

How brand owners can rebuild consumer confidence, and why leaders must invest in building trusted employee relationships.