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Between the Lines
1 year ago

Between the Lines

By  •  Consumer Behavior

Whether we’re looking at appliances on Amazon or hotels on booking sites, we all scan reviews before clicking “add to cart.” Virtually all websites selling products or services invite consumers to leave product feedback, in the hope the comments will help induce other shoppers to buy. But while plenty of academics study product reviews, Professor Wagner Kamakura has studied the reviewers themselves.

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Making Converts Of Consumers
2 years ago

Making Converts Of Consumers

By  •  Marketing

The same principals that have drawn people to organized religion can, and have, been used by marketers to draw people to their products.

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Can You Hear Me Now?
2 years ago

Can You Hear Me Now?

By  •  Customer Service

Ever since the first innkeeper served the first traveler, service providers have amused each other with stories about clients. Those stories are actually even more valuable up in the C-suite, write professors G. Anthony Gorry and Robert A. Westbrook. Gathered carefully, customer narratives boost service, prompt innovation and feed a healthy corporate culture.

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