How to Affirm Customer Dignity With Professor Cait Lamberton
In a live, interactive lecture, Wharton marketing professor Cait Lamberton delves deep into her research on marketplace dignity, bringing the Spring/Summer 2024 issue's Whiteboard column to life.
Utilizing the technology of the Wharton Academic Virtual Environment (WAVE) Classroom in Huntsman Hall, Lamberton shared:
• A few of the 4,000 stories she collected from people whose dignity was denied (0:10)
• What a linguistic analysis revealed about customer emotions (0:46)
• The three-pillar construct of Representation, Agency, and Equality (2:58)
• How she and her "Marketplace Dignity" co-author Tom Wein got people to open up and share their heart-wrenching experiences in some of the world's most remote locations (8:22)
• A live poll on what matters most when companies are building trust (10:43)
• The effect of her findings on businesses and organizations (14:25)
This lecture was part of the alumni event series "Inside Wharton Magazine." Lamberton's new book, Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey, is available now.