Customer Profitability Analysis - Publications - Faculty & Research

April 2011
Module Note

How Customer Information Systems Drive Strategy: Customer Profitability

By: Francisco de Asis Martinez-Jerez

Keywords: Customers; Information Management; Marketing Strategy; Commercialization; Profit

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2014
Other Teaching and Training Material

Marketing Reading: Creating Customer Value

By: Sunil Gupta

This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details

Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value

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April 2020 (Revised June 2022)
Technical Note

Quantitative Analysis in Marketing

By: Sunil Gupta

Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details

Keywords: Quantitative Analysis; Marketing; Decision Making; Analysis

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Research Summary

How to Manage Customers for Increased Profits and Customer Satisfaction

By: Frances X. Frei

For many service firms, the customer plays an important role in contributing to the cost and/or quality of the service. This is very different than many manufacturing contexts, for example, where the firm has virtually complete control over product cost and quality. ... View Details

May 2021
Simulation

Customer Compatibility Exercise Application

By: Ryan W. Buell

Customers impose considerable variability on the operating systems of service organizations. They show up when they wish (arrival variability), they ask for different things (request variability), they vary in their willingness and ability to help themselves (effort... View Details

Keywords: Customer Compatibility; Customer Relationship Management; Strategy; Service Operations; Service Delivery; Performance Efficiency; Analysis; Consumer Behavior; Analytics and Data Science

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November 2004
Article

Linking Customer Management Effort to Customer Profitability in Industrial Markets

By: Douglas Bowman and Das Narayandas

Keywords: Customers; Management; Profit; Markets

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January 2008 (Revised April 2008)
Teaching Note

Pilgrim Bank (A): Customer Profitability (TN)

By: Frances X. Frei and Dennis Campbell

Teaching Note for 602104. View Details

Keywords: Customers; Profit; Banks and Banking; Banking Industry

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30 Mar 2003
Research & Ideas

How Your Employees and Customers Drive a New Value Profit Chain

It may be time to think about who really creates value in your organization, starting with customers and employees. Harvard Business School professors W. Earl Sasser and James L. Heskett discuss their book, The Value View Details

Keywords: by Manda Mahoney

06 Jul 2020
Research & Ideas

The Right Way to Manage Customer Churn for Maximum Profit

Science—most companies are going about that process all wrong. Double profit by retaining customers Co-written with Aurelie Lemmens of the Rotterdam School of Management, the paper describes how companies can more than double View Details

Keywords: by Michael Blanding; Retail; Service; Financial Services

October 2016 (Revised December 2016)
Module Note

Strategy Execution Module 6: Evaluating Strategic Profit Performance

By: Robert Simons

This module reading demonstrates how to calculate and analyze the profit generated by different business strategies. Formulas and examples are provided to calculate profit generated by changes in market share, revenue growth, efficiency improvements, and support costs.... View Details

Keywords: Management Control Systems; Implementing Strategy; Execution; Evaluating Business Performance; Profitability Analysis; Variance Analysis; Measuring Effectiveness; Measuring Efficiency; Activity-Based Costing; Flexible Budget; Accounting; Strategy

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August 2002 (Revised February 2018)
Teaching Note

Customer Profitability and Customer Relationship Management at RBC Financial Group

By: V.G. Narayanan

Teaching Note for 102-043 and 102-072. View Details

Keywords: Financial Services Industry; Banking Industry; Canada

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September–October 1987
Article

Manage Customers for Profits (Not Just Sales)

By: Benson P. Shapiro, V. K. Rangan, Rowland T. Moriarty and Elliot Ross

Keywords: Customers; Profit; Management; Sales

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March 2007
Teaching Note

Understanding Customer Profitability at Charles Schwab (TN)

By: Francisco de Asis Martinez-Jerez

Teaching note to 106002. View Details

Keywords: Customers; Profit; Organizational Change and Adaptation; Organizational Culture; Decision Making; Cost; System; Transformation; Budgets and Budgeting; Performance Evaluation; Financial Services Industry; Web Services Industry

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Article

Profiting When Customers Choose Value over Price

By: Andreas Hinterhuber and Marco Bertini

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2013
Tool

Harvard Business Review's Go to Market Tools: Customer Lifetime Value

By: Thomas Steenburgh and Jill Avery

How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details

Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships

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