Learn More About Renee Richardson Gosline
As marketing touchpoints become increasingly digital and customer experience becomes a central differentiator for competitive advantage, how can businesses build and share value with the people they serve?
Renee Richardson Gosline, a senior lecturer in the Management Science Group at the MIT Sloan School of Management and a leading digital marketing expert, says building and maintaining brand loyalty requires a human-centered customer experience (CX) strategy. A hands-on practitioner who previously worked in the private sector for LVMH and Leo Burnett, Gosline has advised leaders at Fortune 500 companies including IBM, P&G, Johnson & Johnson, Salesforce and BMW using her research-backed frameworks for transforming CX with behavioral science.
In her engaging talks, Gosline demonstrates how a better understanding of CX can improve user experience, catalyze a company’s digital transformation, and create collaborative dynamics with customers. As the head of the human-AI integration group at MIT’s Initiative on the Digital Economy (IDE) and a digital fellow at the Stanford Digital Economy Lab, she studies the science behind choice, then applies her winning strategies in real-world settings with powerful results. Her research shows how cognitive style shapes decisions along the customer journey and how we can strategically design experiences that maximize optimal choice and customer satisfaction. Through hands-on group customer journey exercises and an emphasis on building a culture of experimentation and data-driven strategy, Gosline provides a blueprint for identifying, testing and leveraging customer insights.
“We should think about steps along the customer journey as a series of linked decisions mediated by technology,” explains Gosline, who was named among the world’s Top 40 Professors Under 40 by Poets and Quants. “We have the power to optimize CX by guiding these decisions in a way that leads people through their journeys more easily at touchpoints, ethically.”
Renee Richardson Gosline is a professor in the MIT Executive Education program and MBA program and leads the new Human-AI Integration Pillar at MIT’s Initiative on the Digital Economy (IDE). Her expertise is at the intersection of behavioral science, technology, and the implications of AI for cognitive bias in human decision-making. She also teaches a highly acclaimed and in-demand MIT Executive Education course on CX strategy to executives from some of the most innovative companies in the world. Her research examines how technology affects human judgment and performance; how cognitive style predicts preference for AI versus human input; the interaction of digital brand status and placebo effects in performance; inclusive leadership strategies; how consumers determine “real” from “fake” products; the circumstances under which customers perceive value in platforms; and the effects of storytelling in social media on trust and persuasion. She is currently writing a book to be published with MIT Press that looks at the intersection of behavior economics and AI, and the implications for CX.
Named one of the world’s Top 40 Professors Under 40 by Poets and Quants, Gosline is a 2020 honoree of the Inaugural #Blacklist100 of “Black Thought Leaders Creating Positive Change” and sits on the Scientific Affiliate Board of the behavioral economics policy group Ideas42. She was named to the Thinkers50 Radar Class of 2020 for her work examining the interplay between human decision-making and algorithmic bias. She holds undergraduate and graduate degrees from Harvard University, including a doctorate from the Harvard Business School.
Renee Richardson Gosline is available to advise your organization via virtual and in-person consulting meetings, interactive workshops and customized keynotes through the exclusive representation of Stern Speakers & Advisors, a division of Stern Strategy Group®.
Brand strategies and customer experiences are not one-size-fits-all. Every company and every customer is on a unique journey with their own needs, wants and expectations. What works for one may not work for another. Renee Richardson Gosline extends the value of her presentations with hands-on, customized-to-your-organization workshops and advisory engagements. Her interactive exercises are designed to push entrepreneurs and veteran marketers alike to think differently about and experiment with creating competitive advantage through branding and customer experience.
For startups or other organizations that may not be positioned to hire a CMO or agency, Gosline is available as an external, expert resource for branding and marketing guidance and counsel. She is also an experienced testimonial expert for litigation.