Customer Science

About Customer Science

This podcast is based on The Customer Science Handbook by Alexander Chernev, professor of marketing at the Kellogg School of Management at Northwestern University. Drawing on decades of research in psychology, behavioral economics, and marketing, it examines the forces that shape customer behavior and offers a systematic approach to creating customer value. Across the different aspects of the customer experience—from triggering a dormant customer need and engaging customers with the company’s offerings to designing impactful consumption experiences and building enduring customer loyalty—this podcast will help you create transformative customer experiences.

Publisher

Alexander Chernev

Category

business · business · education

Language

en

Explicit

No

First episode

29 Jul 2025

Latest episode

6 Aug 2025

Latest episodes

46 episodes in the feed.

1. 

   6 Aug 2025

   Crafting Experiments to Establish Causality

   This episode focuses on how experimentation is used to determine cause-and-effect relationships between marketing actions and customer responses. It explains the principles of controlled experiments, including covariance, precedence, and ruling out rival explanations. Through examples like A/B testing and natural experiments, the discussion shows how companies use experimental design to optimize decisions with greater confidence.

2. 

   6 Aug 2025

   The Principle of Diminishing Marginal Value

   This episode examines the diminishing marginal value principle, which explains why improvements in a product’s performance have decreasing impact as performance levels rise. It illustrates how companies must be strategic in deciding which attributes to improve and when to stop. The discussion also covers how combining or separating experiences can alter perceived value, especially for gains and losses.

3. 

   6 Aug 2025

   Managing Customers to Build Loyalty

   In this episode, the focus is on managing customer experiences to build loyalty through service quality and recovery. Using the service-gap model, it outlines how to identify and close discrepancies between customer expectations and actual service delivery. It also emphasizes the power of addressing dissatisfaction swiftly and fairly, showing how even negative experiences can strengthen customer loyalty when resolved effectively.

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

1 ratings

Podcast Authority Score: 26 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

52

Social presence

0

YouTube

0

Engagement

0

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Guest appearances

Does not typically book guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.