Yale School of Management

Posts by Customer

The More Things Change…

March 4, 2014

Common sense would suggest the following: if you take two objects and differentiate one from the other, then, by definition, they will appear to be more different than they were before, not more similar. Common sense, of course, also once suggested that the sun orbited earth.  A fascinating series of experiments out of the Yale Center for Customer Insights found that our perceptions of similarity are more complicated than common sense—and decades-old academic modeling—suggests.

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Resolving the Customer Management Dilemma

January 19, 2014

This is the story of a customer who purchases a more expensive airline ticket to collect miles for his future vacation. It is the story of the 30-percent-off coupon that arrives in the mailbox of a well-shod fashionista, sent by the nearby boutique she frequents. It is the story of that free cup of coffee offered in response to the ten you’ve already purchased.

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