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Show Results For
- All HBS Web
(3,482)
- People (5)
- News (624)
- Research (2,450)
- Events (5)
- Multimedia (5)
- Faculty Publications (1,348)
- March 2003
- Background Note
Linking Customer Management Effort to Profits
By: Das Narayandas
Describes the link between a vendor's customer management effort and customer profitability. View Details
- November 2002 (Revised April 2003)
- Case
Charoen Pokphand Group: A Renewed Focus
By: Ray A. Goldberg and Cate Reavis
As one of Asia's biggest agriindustrial conglomerates, Charoen Pokphand, although solidly positioned in Thailand, was facing an increasingly competitive and complex business environment in China, where it made 30% of revenues. A change in management of the family-owned... View Details
Keywords: Change Management; Agribusiness; Business Conglomerates; Family Business; Competition; Restructuring; Partners and Partnerships; Agriculture and Agribusiness Industry; Thailand; China
Goldberg, Ray A., and Cate Reavis. "Charoen Pokphand Group: A Renewed Focus." Harvard Business School Case 903-415, November 2002. (Revised April 2003.)
- February 2008 (Revised December 2011)
- Case
Weber Shandwick: The Client Relationship Leader Program
By: Robert G. Eccles and Kerry Herman
In 2002 Weber Shandwick, a leading global public relations agency, instituted a Client Relationship Leader (CRL) Program for its top 32 global accounts. The purpose of the program is to ensure that all of the firm's resources across geographies, practice areas, and... View Details
Keywords: Blogs; Competency and Skills; Customer Relationship Management; Organizational Change and Adaptation; Organizational Design; Social and Collaborative Networks; Competitive Advantage; Public Relations Industry
Eccles, Robert G., and Kerry Herman. "Weber Shandwick: The Client Relationship Leader Program." Harvard Business School Case 408-077, February 2008. (Revised December 2011.)
- March 2022 (Revised March 2022)
- Module Note
Managing Customers in the Digital Era
By: Eva Ascarza
The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at... View Details
Keywords: Customer Relationship Management; Customer Focus and Relationships; Technological Innovation
Ascarza, Eva. "Managing Customers in the Digital Era." Harvard Business School Module Note 522-066, March 2022. (Revised March 2022.)
- 25 Jul 2005
- Research & Ideas
An Organization Your Customers Understand
payers. For example, an office assistant may order office products to be used by fifty people in a department and paid for by a central accounts payable facility. All these entities are customers. The advice to managers: "Look at all... View Details
Keywords: by Robert Simons
- July 2003 (Revised April 2011)
- Case
Singapore Airlines: Customer Service Innovation
By: Rohit Deshpande and Hal Hogan
The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the... View Details
Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore
Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business School Case 504-025, July 2003. (Revised April 2011.)
- 09 Apr 2001
- Research & Ideas
The Manager’s Guide to Communicating with Customers Collection
Are you reaching your customers? The key is knowing who they are and what they want To appeal to retail customers you need to understand what makes them tick. What better way to do that than by studying... View Details
- June 2023
- Article
National Customer Orientation: An Empirical Test across 112 Countries
By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters 34, no. 2 (June 2023): 189–204.
- 08 Aug 2005
- Research & Ideas
A Balanced Scorecard Approach To Measure Customer Profitability
financial performance. Many companies have experienced profitless revenue growth. Scorecard measures of the incidence of unprofitable customers and the magnitude of losses from unprofitable View Details
Keywords: by Robert S. Kaplan
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
who have rides to offer. (Same idea as Airbnb, which connects people needing rooms with home-owners.) So to launch as a platform service, these companies need to find users on both the supply and demand sides. “Poaching View Details
- 20 Dec 2017
- Lessons from the Classroom
How to Design a Better Customer Experience
being ordinary, mediocre, and forgettable. That’s because many organizations tackle customer experience by relying on haphazard efforts, Thomke says, like brainstorming, trial View Details
- February 1982
- Case
MCI Telecommunications Corp. (B): Customer Service Strategy and Organization
By: John F. Cady and Frank V. Cespedes
Keywords: Customer Relationship Management; Customer Focus and Relationships; Strategy; Telecommunications Industry
Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (B): Customer Service Strategy and Organization." Harvard Business School Case 582-108, February 1982.
- February 2018
- Article
Retention Futility: Targeting High-Risk Customers Might Be Ineffective.
By: Eva Ascarza
Companies in a variety of sectors are increasingly managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards them. While there is a vast literature on developing churn prediction models... View Details
Keywords: Retention/churn; Proactive Churn Management; Field Experiments; Heterogeneous Treatment Effect; Machine Learning; Customer Relationship Management; Risk Management
Ascarza, Eva. "Retention Futility: Targeting High-Risk Customers Might Be Ineffective." Journal of Marketing Research (JMR) 55, no. 1 (February 2018): 80–98.
- 2016
- Working Paper
More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors
By: Ragnar Lund and Stephen A. Greyser
Organizations in the field of sports are becoming increasingly dependent on sponsors for their value creation and growth. Studies suggest that sports organizations (rights-holders) often fail to exploit the full potential of such sponsorship partnerships. The aim of... View Details
Keywords: Sponsorship; ＂Sports Organizations,; Case Study; Europe; Business Relationships; Collaborative Marketing; Value Co-creation; Relationship Portfolio Management; Value Creation; Cases; Marketing; Sports; Sports Industry; Europe
Lund, Ragnar, and Stephen A. Greyser. "More Effective Sports Sponsorship—Combining and Integrating Key Resources and Capabilities of International Sports Events and Their Major Sponsors." Harvard Business School Working Paper, No. 16-139, June 2016.
- November 2011
- Teaching Note
Comfort Class Transport: Does Customer Service Need an Overhaul? (Brief Case)
By: Michael J. Roberts and Paul E. Morrison
Teaching Note for Product #4377. View Details
- 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
Markey, Rob. "Are You Undervaluing Your Customers? It’s Time to Start Measuring and Managing Their Worth." Harvard Business Review 98, no. 1 (January–February 2020): 42–50.
- July 2005 (Revised January 2011)
- Case
Understanding Customer Profitability at Charles Schwab
By: Francisco de Asis Martinez-Jerez
Charles Schwab is transforming into a customer-centric organization. Central to this cultural and organizational change is the utilization of customer profitability at different decision-making levels. Examines several technical aspects of the ABC cost system, as well... View Details
Keywords: Organizational Change and Adaptation; Motivation and Incentives; Customer Relationship Management; Customer Value and Value Chain; Activity Based Costing and Management; Decision Making; Organizational Culture; Profit; Performance Evaluation; Budgets and Budgeting
Martinez-Jerez, Francisco de Asis. "Understanding Customer Profitability at Charles Schwab." Harvard Business School Case 106-002, July 2005. (Revised January 2011.)
- October 1994 (Revised November 1994)
- Case
British Airways: Using Information Systems to Better Serve the Customer
By: W. Earl Sasser and Norman Klein
Explores the uses of scanning technology, interactive software, and powerful data bases to assist customer relations representatives in resolving customer complaints. Competitive alliances in international markets are noted, but the focus is on the evolving commitment... View Details
Keywords: Debates; Customer Focus and Relationships; Globalized Markets and Industries; Service Delivery; Alliances; Information Technology; Aerospace Industry
Sasser, W. Earl, and Norman Klein. "British Airways: Using Information Systems to Better Serve the Customer." Harvard Business School Case 395-065, October 1994. (Revised November 1994.)
- 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
Ascarza, Eva. "Managing Customers for Growth: Course Overview for Students." Harvard Business School Course Overview Note 524-032, January 2024. (Revised February 2024.)
- 2012
- Chapter
The Relational Roles of Brands
By: Jill Avery
In contemporary culture, brands play important relational roles, linking consumers to others and serving as relational partners. This chapter provides an understanding of the relational roles of brands to illuminate why and how consumers connect with brands and how... View Details
Keywords: Brands; Brand Management; Brand Equity; Brand Building; Customer Relationship Management; CRM; Customers; Customer Focus and Relationships; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry
Avery, Jill. "The Relational Roles of Brands." Chap. 9 in Marketing Management: A Cultural Perspective, edited by Lisa Penaloza, Nil Toulouse, and Luca M. Visconti, 147–163. Routledge, 2012.