Customers
How Should Companies Talk to Customers Online?
Digital customer service platforms offer better service when they use customer-centric language.
Customer Behavior
Latest
Customers
A More Profitable Approach to Product Returns
Retailers can boost profits and prevent abuse by tailoring their return policies with analytics.
James Abbey, Michael Ketzenberg, and Richard Metters
Analytics & Business Intelligence
Master the Challenges of Multichannel Pricing
Retailers have new challenges in getting customers to accept different prices on different channels.
Walter Baker, Gadi BenMark, Manish Chopra, and Sajal Kohli
Customers
What Customers Want From Self-Service Solutions
In this webinar, Cornell University’s Sheryl E. Kimes discusses the expectations disconnect between companies and customers over self-service technologies.
Sheryl E. Kimes and Bruce Posner
Digital Marketing
The Power of Consumer Stories in Digital Marketing
Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
Renée Richardson Gosline, Jeffrey Lee, and Glen Urban
Marketing Strategy
Why Great New Products Fail
Companies often don’t focus enough on understanding how customers decide what to purchase.
Duncan Simester
Quality & Service
How Customers View Self-Service Technologies
Customers want employee interaction, convenience, and fast transactions in their self-service technology.
Sheryl E. Kimes and Joel E. Collier
Customers
How to Tee Up Choices: The Upside of Default Rules
How much choice do people really want? Default rules, which establish decision-making starting points, can help.
Bruce Posner
Marketing Strategy
Will Customers Be Fair When They Pay-As-They-Wish?
Organizations can encourage customers to be fair so that freeloaders won’t ruin pay-as-you-wish pricing.
Leslie Brokaw
Digital Marketing
How Effective Is Location-Targeted Mobile Advertising?
New research shows that mobile advertising targeted to consumers based on their locations can be effective.
Zheng Fang, Xueming Luo and Megan E. Keith
Digital Marketing
How to Win in an Omnichannel World
To thrive in today’s retail environment means reexamining how both information and products are delivered.
David R. Bell, Santiago Gallino and Antonio Moreno
Marketing Strategy
The Upside to Large Competitors
New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.
Neeru Paharia, Anat Keinan and Jill Avery
Marketing Strategy
When Customers Help Set Prices
For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?
Marco Bertini and Oded Koenigsberg
Marketing Strategy
Why Customer Participation Matters
Emphasizing customer participation is an important vehicle for generating valuable repeat business.
Omar Merlo, Andreas B. Eisingerich and Seigyoung Auh
Analytics & Business Intelligence
Omnichannel Retailing and Data Analytics: Leveling the Playing Field
The new world of omnichannel retailing includes physical, online and mobile channels.
Renee Boucher Ferguson
Marketing Strategy
Should You Punish or Reward Current Customers?
Should you offer your best prices to new customers or existing ones?
Jiwoong Shin and K. Sudhir
Digital Marketing
Valuing Influentials Means More than Just Counting Connections
Influentials who provide sole influence over consumers are the most valuable to companies.
Robert Berkman
Developing Strategy
Competing in the Age of Omnichannel Retailing
Mobile technology is blurring the boundaries between traditional and Internet retailing.
Erik Brynjolfsson, Yu Jeffrey Hu and Mohammad S. Rahman
Ethics
The Benefits of Combining Data With Empathy
Optimizing processes only takes companies so far. Success requires applying data with compassion.
Ritu Agarwal and Peter Weill
New Product Development
A Challenging Question for Innovators
MIT’s Michael Schrage asks: “Who do you want your customers to become?”