Renee Richardson Gosline

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Leading Marketing Expert Specializing in the Intersection of Behavioral Economics and Technology; Authority and Practitioner on Brand Strategy, Customer Experience and Inclusive Leadership; World’s Top 40 Professors Under 40, Poets & Quants; Senior Lecturer in the Management Science Group, MIT Sloan School of Management; Principal Research Scientist, MIT’s Initiative on the Digital Economy

Biography

Customer experience: it’s the difference between purchase and loyalty, says Renee Richardson Gosline – Senior Lecturer in the Management Science group at the MIT Sloan School of Management, and leading expert in the science of digital marketing and brand strategy. Big data and data analytics are furthering our understanding of the consumer decision-making process. However, quantitative models have their limitations — people continue to behave in ways that data can’t always predict. Customers make choices based on the experience, not mere functionality, and with the advent of digital technology and AI, companies of every size in every industry compete on customer experience (CX). Through research and practice, Gosline is helping executives and entrepreneurs integrate AI into the CX, and put the human perspective right where it belongs: at the center of every decision.

CX is fundamentally changing how firms go to market, employ AI, and engage people throughout the customer journey. Gosline sees both challenges and opportunities in the rapidly evolving customer-brand relationship, all of which require companies to create a culture of experimentation and embrace multi-method data approaches to build and preserve loyalty and trust. Her early career as a marketer at LVMH Moet Hennessy and Leo Burnett, coupled with her current work as a Research Scientist at MIT’s Initiative on The Digital Economy, has enabled organizations including IBM, P&G, Johnson & Johnson, OECD and BMW to implement her powerful insights for understanding what customers really want, and how that affects technology adoption and brand strategy. Gosline takes the impact of her research a step further into her engaging and humorous keynotes and workshops, helping business leaders dissect and dismantle the biases that affect us all and inform the decisions we make.

One of the World’s Top 40 Professors under 40 (Poets and Quants), Gosline also studies how we process information about products, information, and each other. As featured in her TEDxSuffolk University Talk, “The Outsourced Mind,” she examines how structure and technology (e.g., customer experience, wearables, social media) affect performance and self-perception. Additional projects and areas of expertise include the positive impact of imitation on brand strength, the effect of social media storytelling on persuasion, the role of status dynamics in health and performance, and the use of wearable technology to aid willpower.

Gosline teaches MBA and executive education classes on customer experience strategy, brand strategy, and inclusive leadership. She also collaborates with companies on applied research. Gosline holds undergraduate and graduate degrees from Harvard University, including a doctorate from the Harvard Business School.

Renee Richardson Gosline is available for paid speaking engagements, including keynote addresses, speeches, panels, conference talks and advisory/consulting services, through the exclusive representation of Stern Speakers, a division of Stern Strategy Group®.

Videos

Books & Research

Intro Video

Video ThumbnailSystem 3: The Outsourced Mind - youtube Video

A-Z Name

Gosline, Renee Richardson

Biography

Customer experience: it’s the difference between purchase and loyalty, says Renee Richardson Gosline – Senior Lecturer in the Management Science group at the MIT Sloan School of Management, and leading expert in the science of digital marketing and brand strategy. Big data and data analytics are furthering our understanding of the consumer decision-making process. However, quantitative models have their limitations — people continue to behave in ways that data can’t always predict. Customers make choices based on the experience, not mere functionality, and with the advent of digital technology and AI, companies of every size in every industry compete on customer experience (CX). Through research and practice, Gosline is helping executives and entrepreneurs integrate AI into the CX, and put the human perspective right where it belongs: at the center of every decision.

CX is fundamentally changing how firms go to market, employ AI, and engage people throughout the customer journey. Gosline sees both challenges and opportunities in the rapidly evolving customer-brand relationship, all of which require companies to create a culture of experimentation and embrace multi-method data approaches to build and preserve loyalty and trust. Her early career as a marketer at LVMH Moet Hennessy and Leo Burnett, coupled with her current work as a Research Scientist at MIT’s Initiative on The Digital Economy, has enabled organizations including IBM, P&G, Johnson & Johnson, OECD and BMW to implement her powerful insights for understanding what customers really want, and how that affects technology adoption and brand strategy. Gosline takes the impact of her research a step further into her engaging and humorous keynotes and workshops, helping business leaders dissect and dismantle the biases that affect us all and inform the decisions we make.

One of the World’s Top 40 Professors under 40 (Poets and Quants), Gosline also studies how we process information about products, information, and each other. As featured in her TEDxSuffolk University Talk, “The Outsourced Mind,” she examines how structure and technology (e.g., customer experience, wearables, social media) affect performance and self-perception. Additional projects and areas of expertise include the positive impact of imitation on brand strength, the effect of social media storytelling on persuasion, the role of status dynamics in health and performance, and the use of wearable technology to aid willpower.

Gosline teaches MBA and executive education classes on customer experience strategy, brand strategy, and inclusive leadership. She also collaborates with companies on applied research. Gosline holds undergraduate and graduate degrees from Harvard University, including a doctorate from the Harvard Business School.

Renee Richardson Gosline is available for paid speaking engagements, including keynote addresses, speeches, panels, conference talks and advisory/consulting services, through the exclusive representation of Stern Speakers, a division of Stern Strategy Group®.

Speech Topics

All speech topics can be presented in keynote or workshop format.

Nudging Breakthrough Customer Experience Strategy

Digital technology has revolutionized the way humans behave and make decisions. What do these shifts mean for customer experience (CX) and competitive strategy? Renee Richardson Gosline uniquely applies both behavioral science “nudges” and a data analytical lens to help you develop breakthrough digital CX. She simplifies complex, new and still-emerging topics and tools in ways that are immediately relevant and actionable for CEOs, CXOs, CIOs, CMOs, Data Scientists, and their teams. Grounded in scientific research and practical experience that bridges the gaps between classic approaches and modern marketing CX strategies, Gosline shows participants how to:

  • create an organizational culture that embraces digital transformation and field experiments
  • increase adoption of new ideas among leadership and teams
  • design a customer experience strategy that is the best of both worlds—data driven but also keenly aware of the human element

Whether you are part of new company leveraging the latest technologies, or a legacy organization feeling the pressures of digital transformation, this session will leave you with a varied set of actionable tools to help you and your team enhance the digital customer experience your company provides.

More Than Data: The Fundamentals of Building a Brand

Today’s digitally native startups are deeply rooted in rich data, driven by breakthrough technologies that are solving problems in business and society. But data on its own doesn’t make a brand. And tech-minded, data-oriented entrepreneurs often aren’t modern marketing and branding experts. Renee Richardson Gosline is. Gosline, who teaches MIT’s brand strategy course (popular with current and aspiring entrepreneurs), introduces startups to the fundamentals of branding, and prepares them to build and protect their brands. In this session, Gosline takes a more scientific – but actionable – approach to consumer behavior in order to understand how “rational” consumers can make surprising purchase decisions. She discusses purchase heuristics and ideas for collecting actionable data via field-based experiments. She also lays a foundation of classic and essential marketing principles, including competitive positioning, creative briefs, design thinking, and multi-methods for developing science-based consumer insights and personae. Additionally, she tackles some of the strategic issues that affect brands at various stages of the “life course,” including challenges that come with success (e.g., imitation, second-mover advantage, etc.). Brand is an invaluable asset for every company, big and small, established and emerging. This presentation will provide the essential tools and ground rules for establishing a brand strategy that will convince investors you’re worth betting on.

A Leadership Issue: Applying Branding Principles to Combat Unconscious Bias

How does one become an effective leader in a diverse world? Inspiring people from various groups is not merely a “diversity” issue; it is a key factor for innovation. Renee Richardson Gosline leads groups through a science-based and actionable session on inclusive leadership for optimal performance. She begins with unpacking cognitive associations and heuristics — the subconscious mental shortcuts that shape everyone’s judgments. On one hand, labels and their associations allow us to make more efficient decisions in the “blink of an eye,” serving as rules of thumb in the face of limited information and overwhelming options. However, these cognitive shortcuts and associations are also subject to biases, says Renée Richardson Gosline, of which even the most “rational” leaders must beware. In this presentation, Gosline will apply her background in social science to the goals of inclusiveness in leadership, identifying strategies that can help leaders make authentic connections with varied audiences to spur innovation. She helps audiences explore how each of us can take a mindful approach to advancing the type of community that empowers everyone to fulfill his or her potential. Gosline will use principles from behavioral science and discuss cases from social media, politics and business. She will help us toward a better understanding of how the decisions we make as leaders are affected by labels and their associations, and how that understanding can make leaders more effective in building inclusive environments and maximizing performance.

Media

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Workshops

Brand strategies and customer experiences are not one-size-fits-all. Every company and every customer are unique in their journeys, 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.

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