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  • 2023
  • Working Paper

Targeting, Personalization, and Engagement in an Agricultural Advisory Service

By: Susan Athey, Shawn Cole, Shanjukta Nath and Jessica Zhu
ICT is increasingly used to deliver customized information in developing countries. We examine whether individually targeting the timing of automated voice calls meaningfully increases engagement in an agricultural advisory service. We define, estimate, and... View Details
Keywords: Developing Countries and Economies; Knowledge Dissemination; Customization and Personalization; Performance Effectiveness
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  • 27 Jul 2011
  • Research & Ideas

Customer Loyalty Programs That Work

motor vehicles registries. In the digital era, retailers have myriad ways to collect, store, and slice-and-dice customer data. "The more information you can get and the better you can deal with it, the better you can become at... View Details
Keywords: by Maggie Starvish; Retail
  • March 2006
  • Background Note

Influencing Customer Behavior in Service Operations

By: Frances X. Frei and Amy C. Edmondson
Explores ways in which service firms can influence the behavior of their customers. Drawing from research on employee motivation and applying it to customer motivation, the note describes two levels of managerial control: instrumental control, which shapes behavior... View Details
Keywords: Customers; Governance Controls; Consumer Behavior; Service Operations; Emotions; Motivation and Incentives; Power and Influence; Service Industry
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  • 16 Feb 2010
  • Research & Ideas

The Outside-In Approach to Customer Service

must be more profound and open-ended, with an intent not only to discover how your customers engage with your products or services but also to understand some of the broader parameters of the constraints... View Details
Keywords: by Sarah Jane Gilbert; Consumer Products

    The Magic That Makes Customer Experiences Stick

    The field of customer experience (CX) design — which aims to ensure that customers have positive touch points with companies while buying and consuming their products and services — has grown quickly in recent years. Research has shown that memorable experiences,... View Details

    • 2011
    • Book

    The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

    By: Fred Reichheld and Rob Markey
    Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success.
    *Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers.
    *Shares new and... View Details
    Keywords: Customer Centric Initiative; Customer Defection; Customer Engagement; Customer Experience; Customer Focused Organization; Customer Focus and Relationships; Customer Satisfaction; Customer Value and Value Chain; Network Effects
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    • January 10, 2011
    • Article

    Starbucks' Logo Debate Shows Customers' Engagement

    By: Nancy F. Koehn
    Keywords: Customers; Food and Beverage Industry
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    • January 2024 (Revised February 2024)
    • Course Overview Note

    Managing Customers for Growth: Course Overview for Students

    By: Eva Ascarza
    Managing Customers for Growth (MCG) is a 14-session elective course for second-year MBA students at Harvard Business School. It is designed for business professionals engaged in roles centered on customer-driven growth activities. The course explores the dynamics of... View Details
    Keywords: Customer Relationship Management; Decision Making; Analytics and Data Science; Growth Management; Telecommunications Industry; Technology Industry; Financial Services Industry; Education Industry; Travel Industry
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    • 18 Nov 2009
    • HBS Case

    Customer Feedback Not on elBulli’s Menu

    He's been called "the Salvador Dalí of the kitchen" for creations ranging from beetroot and yogurt ice-cream lollipops to a deconstructed Spanish omelet served in a parfait glass. Each year, some 2 million hopeful diners vie to be one of the fifty View Details
    Keywords: by Julia Hanna; Food & Beverage
    • January 2015
    • Case

    Eataly: Reimagining the Grocery Store

    By: Sunil Gupta, Michela Addis and Ruth Page
    Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
    Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Customers; Entrepreneurship; Food; Marketing; Retail Industry; Food and Beverage Industry; Europe; Asia; North and Central America
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    • 02 Aug 2017
    • What Do You Think?

    Summing Up: Why Can’t Organizations Engage Their Employees?

    more productive than the disengaged. Less likely to be absent, work more safely on the job, produce fewer quality defects, and are less likely to steal. Foster higher levels of customer engagement that lead... View Details
    Keywords: by James Heskett
    • February 2015
    • Teaching Note

    Eataly: Reimagining the Grocery Store

    By: Sunil Gupta and Michela Addis
    Within a few years of its operations, the Italian-based supermarket Eataly created a lot of buzz and excitement among consumers and media. Eataly's initial success was even more impressive in an industry known for its intense competition and low margins. How did Eataly... View Details
    Keywords: Customer Engagement; Innovation; Retailing; Supermarkets; Agribusiness; Entrepreneurship; Food; Customers; Innovation and Invention; Marketing; Retail Industry; Food and Beverage Industry; Europe; North and Central America; Asia
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    • July 2008
    • Case

    Hilton Hotels: Brand Differentiation through Customer Relationship Management

    By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
    This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
    Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
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    • 24 Apr 2014
    • News

    Exploring new ways to understand and engage audiences

    Victoria Ransom (MBA 2008) launched Wildfire Interactive, now a Google company, to connect companies and customers through social media. (Published April 2014) View Details
    • 13 Mar 2017
    • Research & Ideas

    Hiding Products From Customers May Ultimately Boost Sales

    portion of your full product catalog—and leaving customers to wonder what you’ll offer next? Or is it better to display all your wares at once, in hopes of encouraging a shopping spree? For example, is a View Details
    Keywords: by Carmen Nobel; Retail; Fashion
    • 03 Feb 2016
    • Research & Ideas

    The State of Customer Service Leadership

    still hold true. But a great deal of research over the past 20 years or so have put a lot of meat on those bones. As one example, we’ve come to learn more about creating the high-trust environment that leads to engaged employees who... View Details
    Keywords: by Jim Aisner; Retail
    • July–August 2021
    • Article

    Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government

    By: Ryan W. Buell, Ethan Porter and Michael I. Norton
    Problem definition: As trust in government reaches historic lows, frustration with government performance approaches record highs. Academic/practical relevance: We propose that in co-productive settings like government services, peoples’ trust and... View Details
    Keywords: Government Services; Behavioral Operations; Operational Transparency; Government Administration; Service Operations; Programs; Perception; Attitudes; Behavior; Trust
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    • January–February 2020
    • Article

    Are You Undervaluing Your Customers?: It’s Time to Start Measuring and Managing Their Worth

    By: Rob Markey
    Leaders recognize that they should manage their businesses to maximize the value of the customer base. But too often, earnings pressures result in cost-cutting measures that hurt customers.

    Loyalty-leading companies operate differently. They create systems for... View Details

    Keywords: Customer Experience; Customer Value; Customer Centric Initiative; Customer Focused Organization; Customer Lifetime Value; Customer Focus and Relationships; Customer Value and Value Chain; Operations; Business Strategy
    Related
    • 10 Jul 2014
    • News

    Birchbox Store Opens in NY

    Keywords: bricks and mortar; retail; customer engagement; Miscellaneous Store Retailers; Retail Trade
    • 07 Apr 2020
    • Research & Ideas

    What Customers Need to Hear from You During the COVID Crisis

    before relaying them to consumers, pointing to respected health organizations, such as the WHO, as important sources. Consumers, increasingly skeptical as fake news proliferates online, are looking to brands to be the bearers of truth. He also recommends that brands... View Details
    Keywords: by Jill Avery and Richard Edelman