Why your customers' social identities matter
Date
2014-12-22
Supervisor/s
Journal Title
Journal ISSN
Volume Title
Publisher
Harvard Business Review
Department
Type
Article
ISSN
0017-8012
Format
Free to read from
Citation
Guy Champniss, Hugh N. Wilson and Emma K. Macdonald. Why your customers' social identities matter. Harvard Business Review. 2014. Vol 93, Iss 1-2, pp88-96
Abstract
Why don’t customers do what they say they’ll do? Consider the experience of the home appliance manufacturer Electrolux. On the basis of its customer feedback, it once contemplated offering free washing machines and using smart technology inside them to charge customers by the wash.