Consumer Behavior and the Customer Lifecycle
This session will identify how experience shapes the consumer decision-making process. Focus will highlight the customer lifecycle and how how experiences must be analyzed at each step to ensure you acquire and retain customers moving them from loyalty to advocacy.
Speaker: Keith Ferguson
Faculty - Michigan State University
Dr. Ferguson or "Ferg" is a marketing professor at both Michigan State and Florida State Universities. He has taught in five master's programs, including his current assignment at Michigan State in both the MS-CXM and MS-MSL programs. His background includes being a serial entrepreneur since 1988 and authoring two textbooks, journal articles on consumer behavior, and presenting at conferences around the world. He has also won College of Business and University-wide teaching awards for his work with students.