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Connected Strategy: Maximizing Customer Engagement

Wharton School of the University of Pennsylvania via edX


Technology has created new forms of connectivity with customers—involving frequent, low-friction, customized interactions. This means that companies can now anticipate customer needs as they arise, or even before and create new business models that deliver more value to customers. Connected strategies are win-win: companies can deliver a superior customer experience and boost operational efficiency.

In this course, strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, they identify the four pathways–respond-to-desire, curated offering, coach behavior, and automatic execution—for turning episodic interactions into continuous relationships. They show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

Taught by

Nicolaj Siggelkow and Christian Terwiesch

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