Marketplace Dignity
Transforming How We Engage with Customers Across Their Journey
- 176 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Marketplace Dignity
Transforming How We Engage with Customers Across Their Journey
About this book
Everywhere we turn, brands and organizations are under fire for failing to treat their customers with respect and dignity. And increasingly, consumers want firms to take a lead in helping to shape a better society. Yet, most don't know where to start or have struggled to get things right. In Marketplace Dignity, Cait Lamberton, Neela A. Saldanha, and Tom Wein introduce a tangible, practical way to take a stand on the fundamental value of humans, and in so doing, be a force for good in a society that increasingly demands that they do so. Marketplace dignity is the idea that customers seek respect and recognition from the firms they interact with, not just rational or emotional benefits. Marketplace dignity appeals to humans' sense of justice and goes to the essence of what makes customers human. It is also a powerful driver of their engagement, loyalty, and satisfaction.In this book, you will discover how to:
+ Apply the principles of marketplace dignity to the whole of the customer journey, from the pre-consumption phase to the post-consumption phase;
+ Design and deliver products, services, and experiences that respect your customers' dignity and value as human beings;
+ Improve your performance using the Marketplace Dignity Framework, which is underpinned by representation, agency, and equality; and
+ Create a competitive edge and a positive social impact with marketplace dignity.Drawing on the authors' rigorous research, as well as the successes and failures of companies around the world, from Fortune 100 companies to nonprofits to independent organizations, Marketplace Dignity will empower you to diagnose, understand, and enhance the way that you engage with your customer base across the entirety of their journey with your organization.
Frequently asked questions
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Information
Table of contents
- Copyright
- Contents
- Introduction
- Chapter 1: Marketplace Dignity: A Framework for the Whole of Your Customer Journey
- Chapter 2: Marketplace Dignity at the Pre-Consumption Phase: Starting with Respect
- Chapter 3: Marketplace Dignity at the Evaluation Phase: Offering Choice with Respect
- Chapter 4: Marketplace Dignity at the Consumption Phase: Experiences That Affirm Dignity
- Chapter 5: Marketplace Dignity at the Post-Consumption Phase: Making It Stick Without Making It Hurt
- Chapter 6: Marketplace Dignity: A New Conversation Begins
- Epilogue
- Acknowledgments
- Notes
- About the Authors
- About Wharton School Press
- About the Wharton School
- About Penn Press