Marketing

Would You Treat Your Mother That Way? The Secrets of Great Customer Service

Would you turn your mom’s warranty claim down two days out of warranty? Author Jeanne Bliss makes a business case for providing excellent service and true customer satisfaction to garner long-term success.

customer satisfaction

Emotional Rescue: How Brands Can Create Stronger Customer Bonds

Two people sitting on a car during sunset

Brands have long understood that making consumers feel something about their products is a great way to sell to them. But new Wharton research suggests that the types of feelings[…]

How to Find Value in Every Customer

Customer centricity lifetime value

Companies have high-value customers and low-value ones, but they all matter for businesses that want to make the most out of them, according to a new book by Wharton’s Peter[…]

Why Omnichannel Retailers Face a Steep Learning Curve

retail groceries open for business

Both traditional and digital-first retailers know they need to provide a true omnichannel experience -- but they still struggle to get the balance right.

When Does the Real Customer Journey Start? Earlier Than You Think

customer journey

The buyer's journey does not begin with awareness, as is traditionally thought, but instead before the potential buyer is aware there is even a need, notes the author of this[…]

Is There a Replication Crisis in Research?

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A recent study co-led by Wharton's Gideon Nave attempted to replicate social science experiments published in top journals, with mixed results.

Why a Data-driven Approach Can Enhance the Art of Logo Design

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Research from Wharton’s Ryan Dew uses machine learning to help companies develop logos that are consistent with their brand identities.

Dunkin’, WW and IHOB: When Do Name Changes Pay Off?

Dunkin

Changing a company's name is a tricky proposition, but businesses continue to do it with varying degrees of success. Two Wharton marketing professors look at the key considerations.

How Digital Tools Support Hyper-personalized Customer Experiences

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Digital tools supporting hyper-personalized customer services is the business model of the future, notes the head of digital software at Tata Consultancy Services.

Why Time of Day Affects Shoppers’ Appetite for Variety

multicolored macaroon in a box

New Wharton research finds that shoppers are more likely to seek variety in their buying decisions later in the day.

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