Marketing
Customers Rethinking Customer Expectations for 2022 and Beyond
Tools for companies and managers to rethink standard customer experience practices.
George Westerman and Ally MacDonald
Most Recent Insights from MIT SMR
Customers
How Do Customers React When Their Requests Are Evaluated by Algorithms?
Gizem Yalcin et al.
Customers
Shifting From B2B to B4B Can Build a More Sustainable Business
Sergio Restrepo and Efosa Ojomo
More Marketing Insights from MIT SMR
IT Governance & Leadership
Transforming a Technology Organization for the Future: Starbucks’s Gerri Martin-Flickinger
Starbucks’s former CTO discusses AI’s role in the company’s digital transformation on the Me, Myself, and AI podcast.
Sam Ransbotham and Shervin Khodabandeh
Digital Marketing
Humanizing the Digital Experience in a Post-Pandemic Era
Marketers should prioritize digital and e-commerce initiatives to offer customers engaging virtual shopping experiences.
Leslie Zane
Customers
Boosting Charitable Giving Can Also Boost Profits
As brands compete for holiday shoppers, they would do well to learn this lesson: Donations can boost sales and profits.
Andrew Forman
Customers
How Customer Connections Can Help Drive Decision-Making for Marketers
In a Q&A, Eventbrite CMO Tamara Mendelsohn discusses how the pandemic deepened the company’s connections with customers.
Tamara Mendelsohn, interviewed by Ally MacDonald
Customers
Moving Beyond Trust: Making Customers Trust, Love, and Respect a Brand
Companies earn customers’ respect and loyalty when their brands enable, entice, and enrich them.
Andreas B. Eisingerich et al.
Marketing Strategy
How Marketers Can Address Data Challenges to Drive Growth
A new tool for designing an analytics architecture can help marketers improve customer experience outcomes.
Raj Venkatesan et al.
Customers
Developing Strategy for New Customer Expectations
For a post-pandemic future, leaders must rethink their assumptions about what customers really want.
George Westerman
Marketing Strategy
Business Unusual: The Pandemic Forces a Social Reset
The pandemic spurred a social reset, and companies must respond to customers’ and employees’ changed expectations.
Dipanjan Chatterjee
Digital Marketing
Want to Build Intimacy With Customers? Get to Know Digital Campfires
Smaller, often more private and interactive online communities and platforms are reinventing the way brands and consumers connect.
Sara Wilson
Sustainability
Why Fast Fashion Has to Slow Down
Much of the fashion industry trades on a culture of disposability. It’s not sustainable, and retail norms must change.