Raghuram Iyengar - Faculty Research in Knowledge@Wharton

How Casinos Can Find and Target Their Favorite Customers: The Biggest Losers

Wed, 13 May 2009 16:53:27 EST

Casino owners want to do a better job of identifying and attracting customers who lose the most money. Three researchers, including two Wharton faculty, offer a model to do just that. Their findings could be applicable to other areas as well, including hotel management, retail sales and the car rental business.

The Buzz Starts Here: Finding the First Mouth for Word-of-Mouth Marketing

Wed, 04 Mar 2009 14:25:43 EST

Getting customers to spread the word about a new product through their social or professional networks is a hot strategy in the marketing world. But how do companies find the right individuals to deliver the message? New research by Wharton marketing professors Raghuram Iyengar and Christophe Van den Bulte finds that traditional targets may not be so influential.

Taming Complexity in Services: Stay Close to Your Customer (But Not Too Close)

Wed, 01 Mar 2006 17:04:44 EST

According to experts at Wharton and George Group Consulting, service companies such as banks or airlines are closer to their customers than their counterparts in the manufacturing industry, which can be beneficial, but they may be too close for comfort. In fact, they could actually be smothering both themselves and their customers with dispensable or outdated offerings, made worse by overburdened internal processes that ultimately hurt the essential elements of survival -- customer service and satisfaction.