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Executive vice president, Market Probe
Truly customer-centric organizations have data systems and generate customer insights which help drive positive downstream customer behavior (narrowed consideration sets, higher wallet share, strong retention likelihood) and help attract new customers. A key challenge in becoming customer-centric is that traditional customer measurement frameworks and metrics do not reflect the current customer decision-making environment. In this presentation Michael Lowenstein made the case for customer advocacy as a key performance metric (KPI), segmentation device, and customer management paradigm.
Michael Lowenstein, PhD, CMC, is an executive vice president at Market Probe, a leading worldwide consulting and marketing research organization (www.marketprobe.com). Author of five customer-centric strategy books and over 150 white papers and articles, his most recent book, The Customer Advocate and The Customer Saboteur, was published in 2011. He has presented and conducted workshops at industry and professional conferences across the United States and in over 30 foreign countries. Additionally, Dr. Lowenstein has lectured in the MBA and EMBA programs of University of Pennsylvania, Penn State, New York University and Columbia University. He is broadly experienced in consulting and conducting research in many B2B and B2C product and service industries. His particular areas of interest are impact of word-of-mouth communication and brand favorability on downstream customer behavior, employee commitment and ambassadorship, and how organizations build trust and authenticity through customer centricity, and use customer data, in reaching their strategic business goals.
Daniel Wright, PhD
Meredith K. Lockyer
Center for Business Analytics