Champniss, GuyWilson, HughMacdonald, Emma K.2017-05-302017-05-302014-12-22Guy Champniss, Hugh N. Wilson and Emma K. Macdonald. Why your customers' social identities matter. Harvard Business Review. 2014. Vol 93, Iss 1-2, pp88-960017-8012http://dspace.lib.cranfield.ac.uk/handle/1826/11937https://hbr.org/2015/01/why-your-customers-social-identities-matterWhy don’t customers do what they say they’ll do? Consider the experience of the home appliance manufacturer Electrolux. On the basis of its customer feedback, it once contemplated offering free washing machines and using smart technology inside them to charge customers by the wash.enArticle