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Building A Customer Centric Culture

January 1, 2020 | MIT Sloan Management Review | Marketing

From supply chains to user ratings, this guide, a compilation of insights from MIT SMR, offers advice for each step of the customer journey. As customers grow more discerning and have more information at their fingertips, leaders need a guide to help them attract, satisfy, retain, and even win back the powerful consumer.

Articles included in this collection:

Supply Chains Built for Speed and Customization
By ManMohan S. Sodhi and Christopher S. Tang

Which Features Increase Customer Retention?
By Rebecca W. Hamilton, Roland T. Rust, and Chekitan S. Dev

The Coming Consumer Data Wars
By Thierry Mennesson

Improving Customer Service and Security with Data Analytics
By Sam Ransbotham

The Power of Consumer Stories in Digital Marketing
By Renée Richardson Gosline, Jeffrey Lee, and Glen Urban

How Should You Calculate Customer Lifetime Value?
By Neil T. Bendle and Charan K. Bagga

How Customers View Self-Service Technologies
By Sheryl E. Kimes and Joel E. Collier

What Unhappy Customers Want
By Marc Grainer, Charles H. Noble, Mary Jo Bitner and Scott M. Broetzmann

How to Drive Customer Satisfaction
By Rolph E. Anderson, Srinivasan Swaminathan and Rajiv Mehta

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