Customer Management - Publications - Faculty & Research - Harvard Business School

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November 2018 (Revised May 2019)
Case

California Closets: Organizing the Customer Experience

By: Boris Groysberg and Annelena Lobb

California Closets had used robust net promoter score (NPS) data, surveyed across its locations, to create a more consistent and satisfying customer experience. CEO Bill Barton wanted to further optimize the customer experience around best practices. He also wanted to... View Details

Keywords: Net Promoter Score; Customer Relationship Management; Customer Satisfaction; Customers; Acquisition; Demographics; Strategy

November 2011 (Revised August 2012)
Background Note

Customer Discovery and Validation for Entrepreneurs

By: Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank

Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to... View Details

Keywords: Customer Value and Value Chain; Entrepreneurship

Article

Cooks Make Tastier Food When They Can See Their Customers

By: Ryan W. Buell, Tami Kim and Chia-Jung Tsay

While existing theory suggests that increased contact between customers and employees diminishes efficiency, recent research demonstrates that when employees can see their customers, the beneficiaries of their efforts, the quality and efficiency of the service they... View Details

Keywords: Operational Transparency; Service Delivery; Service Operations; Service Management; Service Industry

February 2003 (Revised March 2007)
Case

Internet Customer Acquisition Strategy at Bankinter

By: Francisco de Asis Martinez-Jerez, V.G. Narayanan and Lisa Brem

Bankinter, a relatively small Spanish bank, has a large presence as an Internet financial services provider. Leading the way to profitability through the Internet will give Bankinter a major competitive advantage over the larger, more established Spanish banks. Ann... View Details

Keywords: Customer Relationship Management; Internet and the Web; Activity Based Costing and Management; Customer Value and Value Chain; Banks and Banking; Banking Industry; Spain

16 Nov 2016
Research & Ideas

Turning One Thousand Customers into One Million

the advertising. To do this, it provided support to the sellers to market their crafts and in turn, market the Etsy platform to their loyal customers. Etsy created a “Seller Handbook” and other internal management tools for sellers to... View Details

Keywords: by Thales S. Teixeira and Michael Blanding; Retail; Transportation; Accommodations

June 2010 (Revised January 2011)
Case

Scientific Glass Incorporated: Inventory Management

By: Steven C. Wheelwright and William Schmidt

Scientific Glassware is a fast-growing, privately held company that provides specialized glassware for laboratory and research facilities. Excess inventory is tying up extra capital needed to fund the company's expansion plans. The newly hired Manager of Inventory... View Details

Keywords: Inventory Control; Inventory Management; Materials Management; Order Processing; Warehousing; Salesforce Management; Logistics; Operations; Order Taking and Fulfillment; Finance; Consumer Products Industry; Technology Industry

25 Jul 2005
Research & Ideas

An Organization Your Customers Understand

If customers were unhappy, they reasoned, the product should be changed. Militant demands displaced an environment of mutual respect and shared learning. Needless to say, the practice of telling students they were View Details

Keywords: by Robert Simons

July 2010
Supplement

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery

Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details

Keywords: Competency and Skills; Customer Relationship Management; Customer Value and Value Chain; Decisions; Framework; Management Practices and Processes; Marketing; Marketing Strategy; Strategic Planning; Mathematical Methods; Value

September 2005 (Revised February 2007)
Case

Angels and Devils: Best Buy's New Customer Approach (A)

By: Anita Elberse, John T. Gourville and Das Narayandas

In November 2004, The Wall Street Journal reported that consumer electronics retailer Best Buy's new customer approach was to shun the "devils" among its customers. The "customer centricity" initiative, which was led by Best Buy's CEO Brad Anderson, was based on an... View Details

Keywords: History; Customer Relationship Management; Opportunities; Marketing Strategy; Leadership Style; Problems and Challenges; Growth and Development Strategy; Retail Industry; Electronics Industry

March 2003
Background Note

Monitoring the Health of Customer Relationships

By: Das Narayandas

Discusses the role of satisfaction and loyalty measurement in monitoring the health of customer relationships. View Details

Keywords: Customer Relationship Management; Customer Satisfaction; Demand and Consumers; Measurement and Metrics; Business and Stakeholder Relations

February 2001 (Revised June 2002)
Case

Customer Value Measurement at Nortel Networks--Optical Networks Division

By: Das Narayandas

Since 1995, Nortel Networks' Optical Networks (ON) division has been incorporating customer satisfaction and loyalty measures into its business practices to increase customer value. Over the years, key process owners in various parts of the organization have become... View Details

Keywords: Business Divisions; Customer Focus and Relationships; Customer Satisfaction; Management Teams; Marketing Strategy; Value Creation; Telecommunications Industry

September–October 2020
Article

Managing Churn to Maximize Profits

By: Aurelie Lemmens and Sunil Gupta

Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a... View Details

Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; Customer Relationship Management; Consumer Behavior; Profit

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March 2020
Case

ZEISS Group: Organize by Customer Culture?

By: Willy C. Shih

How should ZEISS, the German manufacturer of precision optical and optoelectronic systems manage two historic businesses that operated fairly autonomously? The Industrial Quality Solutions (IQS) business sold measurement equipment to manufacturing companies in sectors... View Details

Keywords: Organizational Structure; Organizational Culture; Manufacturing Industry; Europe; Germany

20 Dec 2017
Lessons from the Classroom

How to Design a Better Customer Experience

Click HereHarvard Business School Professor Stefan Thomke describes how his Executive Education students use LEGO blocks to design customer experiences. (Video by Executive Education) Why do some product or service experiences have enough... View Details

Keywords: by Dina Gerdeman; Health; Entertainment & Recreation

June 2013
Case

Olympic Rent-A-Car U.S.: Customer Loyalty Battles

By: John Deighton and James T. Kindley

The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates... View Details

Keywords: Customer Relationship Management; Competitive Strategy; Marketing; Operations; Auto Industry; Service Industry

February 2011
Supplement

Dataset for "Slots, Tables, and All That Jazz: Managing Customer Profitability at the MGM Grand Hotel" (CW)

By: Dennis Campbell and Francisco de Asis Martinez-Jerez

Datasets of gaming and hotel customers to perform analysis for the case. View Details

Keywords: Analytics and Data Science; Games, Gaming, and Gambling; Las Vegas

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

March 31, 2023
Article

What Is the Optimal Pattern of a Customer Journey?

By: Julian De Freitas

Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details

Keywords: Consumer Behavior; Customers; Brands and Branding

January 2021 (Revised May 2021)
Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details

December 2000 (Revised February 2007)
Case

Achieving Customer Satisfaction at Pizza Hut (A)

By: V.G. Narayanan and Preeti Choudhary

Describes how Pizza Hut measures and monitors customer satisfaction, customer complaints, and the quality of its retail locations. View Details

Keywords: Customer Satisfaction; Management Analysis, Tools, and Techniques; Management Systems; Risk Management; Franchise Ownership; Performance Evaluation; Problems and Challenges; Quality; Food and Beverage Industry; Service Industry

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