Publications

2020
Working Paper

Overcoming the Cold Start Problem of CRM Using a Probabilistic Machine Learning Approach

By: Eva Ascarza

The success of Customer Relationship Management (CRM) programs ultimately depends on the firm's ability to understand consumers' preferences and precisely capture how these preferences may differ across customers. Only by understanding customer heterogeneity, firms can... View Details

Keywords: Customer Management; Targeting; Deep Exponential Families; Probabilistic Machine Learning; Cold Start Problem; Customer Relationship Management; Customer Value and Value Chain; Consumer Behavior; Analytics and Data Science; Mathematical Methods; Retail Industry

SSRN

28 Apr 2022
News

Why Companies Should Pay More Attention to Customers Last in Line

14 Mar 2023
News

8 Best Practices for Creating a Compelling Customer Experience

November 2016 (Revised April 2017)
Case

Basecamp: Pricing

By: Frank Cespedes and Robb Fitzsimmons

A data analyst at Basecamp is evaluating the results of pricing research and its potential implications for the venture’s latest version of its project management software product. View Details

Keywords: Pricing; Entrepreneurial Management; Data Analysis; Marketing; Customer Acquisition; Customer Retention; Value Proposition; Sales Management; Product Management; Market Research; Life Time Value; Testing; Entrepreneurship; Analytics and Data Science; Customers; Value; Sales; Product Marketing; United States

June 2001 (Revised May 2002)
Case

Spir-It, Inc. (B): Managing People

When Jack Sindler founded Spir-it, Inc. in 1934, he was the company's sole employee. By 1999, Sindler's firm more than survived its first 55 years. Employment was up to nearly 200, with facilities in two states and work done in three shifts. The product line--which had... View Details

Keywords: Growth Management; Production; Business Growth and Maturation; Interpersonal Communication; Logistics; Human Resources; Diversity Characteristics; Manufacturing Industry

10 Oct 2018
Research & Ideas

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

public. Boaty blowback highlights the potential danger of giving consumers the power to vote, even though customer engagement is a primary goal of almost every social media strategy. The problem: Even though NERC never explicitly promised... View Details

Keywords: by Michael Blanding; Advertising

22 Jul 2014
News

Market Basket management paying for missteps in standoff

2004
Book

Collaborative Customer Relationship Management: Taking CRM to the Next Level

By: Alexander H. Kracklauer, Daniel Quinn Mills and Dirk Seifert

Keywords: Cooperation; Customer Relationship Management

Find at Harvard

April 2024
Case

Managing AI Risks in Consumer Banking

By: Suraj Srinivasan, Satish Tadikonda, Paul Dongha, Manoj Saxena and Radhika Kak

In early 2024, Ruth Jones, head of digital banking at Signa Bank, a (fictitious) European consumer bank, was thinking about how to best incorporate GenAI capabilities to improve efficiencies and create new ways to improve the customer experience. Where were the biggest... View Details

Keywords: Customer Relationship Management; AI and Machine Learning; Risk Management; Opportunities; Customization and Personalization; Banking Industry; Europe

06 Jun 2016
News

Know the Job Your Product Was Hired to Do

Keywords: innovation; customer relationship management; consumer choice

March 1996 (Revised January 1997)
Case

America Online: Using Information Technology to Better Serve the Customer

By: James I. Cash Jr. and Judy E. Stahl

Mike Connors, president of AOL Technologies, examines several efforts to correct operational problems inhibiting the company's growth. What will need to be done to support growth and counter competition from Prodigy, Compuserv, and Internet-related services? View Details

Keywords: Customer Focus and Relationships; Management Analysis, Tools, and Techniques; Service Operations; Problems and Challenges; Competitive Strategy; Information Technology; Technology Industry

10 Aug 2009
Research & Ideas

High Commitment, High Performance Management

high commitment, high performance company. Martha Lagace: What differentiates HCHP firms and their leaders? Michael Beer: The leaders manage with a multiple stakeholder perspective. Contrary to many CEOs, HCHP leaders—with support from... View Details

Keywords: by Martha Lagace

June 1987 (Revised May 1992)
Case

Carolina Power & Light Co.: Customer and Operating Services Group

By: Frank V. Cespedes

Keywords: Customer Relationship Management; Energy Industry; United States

Find at Harvard

01 Apr 1997
News

Management Update Launched

customer retention, or strategies for growth," says Kiechel. Kiechel believes Management Update is the perfect filter for the overwhelming flood of information managers receive... View Details

Keywords: Judith A. Ross

02 Apr 2007
Lessons from the Classroom

Making the Move to General Manager

interconnections across the organization. The second is transitioning from the role of a doer to the role of managing through other people—and that's a big change. "As a new GM, you will be one step away from the View Details

Keywords: by Martha Lagace

Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details

Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy