Category Archives: Harvard Business Review

Harvard Business Review

Conversations with Thinkers: Radio interview on RET

A key objective of the Cranfield Customer Management Forum (CCMF) is leading edge research.  CCMF members benefit by being the first to hear about this research and sometimes through participating in it. A topic we’ve returned to a few times over the past couple of … Continue reading

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Harvard Business Review: Better customer insight – in real time

Real time experience tracking: How it works We’ve been working with MESH Planning for the past 3 years to develop the analytics around the unique real time experience tracking tool they developed.  A paper drawing on this work appeared in … Continue reading

Posted in Customer centricity, Customer experience, Customer insight, digital marketing, Harvard Business Review, Marketing communications, measurement, Real time experience tracking | Tagged , , , , , , | Leave a comment

HBR.org: Tracking the customer’s journey to purchase

http://blogs.hbr.org/cs/2012/08/tracking_the_customers_journey.html Unfortunately, few companies have an overall picture of their customers’ journey towards a purchase, because the information is all too often stuck in a channel silo…. A new method, real-time experience tracking (RET) documents the path to purchase… This … Continue reading

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