1133 15th Street NW, 8th Floor
Washington D.C. 20005
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In the current environment, a company's competitive advantage will come from an historically underdeveloped asset: the ability to capture and apply insights from your customers. Customers do not live their lives in the silo-like ways by which universities and businesses organize themselves. Yet case study after case study demonstrates that how customers feel is the currency which consumers exchange to inform their decisions, but many firms fail to adjust.
This class has an optional assignment for the in-class activity.
Students will gain a better understanding of decision science, "the why of modern consumer behavior," the driving forces behind purchasing, and a introduction to customer experience.
I'll make the case where we are moving from ‘The Age of the Customer’ into ‘The New Expectation Economy’ where brand experience and customer experience are quickly blending together to meet and exceed customers increasing expectations. Within this argument we will be discussing:
1) Why consumers make the decisions they do 2) Tools businesses need to figure out how to encourage your consumers to purchase 3) Best practices on connecting with your customers
Please bring a laptop if you have one.
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