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(2,443)
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- News (417)
- Research (1,683)
- Events (10)
- Multimedia (6)
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- July 2010 (Revised January 2017)
- Background Note
Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)
By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details
Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; ＂Marketing Analytics＂; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value
Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)." Harvard Business School Background Note 525-017, July 2010. (Revised January 2017.)
- June 2020
- Background Note
Customer Management Dynamics and Cohort Analysis
By: Elie Ofek, Barak Libai and Eitan Muller
The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s... View Details
Keywords: Cohort Analysis; Customers; Analytics and Data Science; Segmentation; Analysis; Customer Value and Value Chain
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Management Dynamics and Cohort Analysis." Harvard Business School Background Note 520-122, June 2020.
- September 2023
- Article
Customer Churn and Intangible Capital
By: Scott R. Baker, Brian Baugh and Marco Sammon
Intangible capital is a crucial and growing piece of firms’ capital structure, but many of its distinct components are difficult to measure. We develop and make available several new firm-level metrics regarding a key component of intangible capital – firms’ customer... View Details
Keywords: Customer Base; Transaction Data; Customer Churn; Intangible Capital; Capital Structure; Measurement and Metrics; Customers
Baker, Scott R., Brian Baugh, and Marco Sammon. "Customer Churn and Intangible Capital." Journal of Political Economy Macroeconomics 1, no. 3 (September 2023): 447–505.
- 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
- 2014
- Other Teaching and Training Material
Marketing Reading: Customer Management
By: Sunil Gupta
This Reading on customer management sheds light on how companies should evaluate and manage their customers in order to grow profitably. Customer management allows marketing managers to inform investment decisions by drilling down into each customer's profitability or... View Details
Keywords: Customer Acquisition; Customer Churn; Customer Profitability Analysis; Customer Retention; Firm Value; Organizational Structure
Gupta, Sunil. "Marketing Reading: Customer Management." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8162, 2014.
- January–February 2018
- Article
Some Customers Would Rather Leave Without Saying Goodbye
By: Eva Ascarza, Oded Netzer and Bruce G.S. Hardie
We investigate the increasingly common business setting in which companies face the possibility of both observed and unobserved customer attrition (i.e., “overt” and “silent” churn) in the same pool of customers. This is the case for many online-based services where... View Details
Keywords: Churn; Retention; Attrition; Customer Base Analysis; Hidden Markov Models; Latent Variable Models; Customer Relationship Management; Consumer Behavior
Ascarza, Eva, Oded Netzer, and Bruce G.S. Hardie. "Some Customers Would Rather Leave Without Saying Goodbye." Marketing Science 37, no. 1 (January–February 2018): 54–77.
- 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
Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020. (Revised June 2022.)
- March 2021
- Article
The Customer May Not Always Be Right: Customer Compatibility and Service Performance
This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the... View Details
Keywords: Customer Compatibility; Satisfaction; Profitability; Service Operations; Customer Relationship Management; Customer Satisfaction; Performance
Buell, Ryan W., Dennis Campbell, and Frances X. Frei. "The Customer May Not Always Be Right: Customer Compatibility and Service Performance." Management Science 67, no. 3 (March 2021): 1468–1488.
- 2019
- Working Paper
The Customer May Not Always Be Right: Customer Compatibility and Service Performance
This paper investigates the impact of customer compatibility – the degree of fit between the needs of customers and the capabilities of the operations serving them – on customer experiences and firm performance. We use a variance decomposition analysis to quantify the... View Details
Keywords: Customer Compatibility; Satisfaction; Profitability; Customer Relationship Management; Service Operations; Customer Satisfaction; Banking Industry; Retail Industry
Buell, Ryan W., Dennis Campbell, and Frances X. Frei. "The Customer May Not Always Be Right: Customer Compatibility and Service Performance." Harvard Business School Working Paper, No. 16-091, February 2016. (Revised December 2019.)
- 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
- 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
Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
- June 2017
- Case
MIA: Profit at the Base of the Pyramid
By: Lynda M. Applegate, José Antonio Dávila Castilla, Sarah Mehta and Aldo Sesia
In January 2016, Guillermo Jaime had just returned home to Mexico City after attending a Harvard Business School executive education program. Jaime was the founder and CEO of Mejoramiento Integral Asistido (MIA), a company providing affordable housing to low-income... View Details
Keywords: Base Of The Pyramid; Social Capitalism; Housing; Emerging Markets; Social Enterprise; Society; Wealth and Poverty; Social Entrepreneurship; Construction Industry; Mexico
Applegate, Lynda M., José Antonio Dávila Castilla, Sarah Mehta, and Aldo Sesia. "MIA: Profit at the Base of the Pyramid." Harvard Business School Case 817-073, June 2017.
- November 2015 (Revised February 2016)
- Supplement
Allianz Turkey: Focus on the Customer (B)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details
Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (B)." Harvard Business School Supplement 316-094, November 2015. (Revised February 2016.)
- November 2015 (Revised February 2016)
- Case
Allianz Turkey: Focus on the Customer (A)
By: W. Earl Sasser and Gamze Yucaoglu
At the age of 39, Solmaz Altın took over the helm at Allianz Turkey. Solmaz quickly realized that, although the insurance market was thinly penetrated in Turkey, the company was operating in a very competitive environment with pressure on prices and, hence, cost... View Details
Keywords: Service Excellence; Customer Experience; Customer Service; Emerging Market; Customer Focus; Net Promoter Score; Customer Relationship Management; Competition; Leading Change; Service Operations; Emerging Markets; Customer Satisfaction; Insurance Industry; Turkey
Sasser, W. Earl, and Gamze Yucaoglu. "Allianz Turkey: Focus on the Customer (A)." Harvard Business School Case 316-093, November 2015. (Revised February 2016.)
- October 2014 (Revised November 2016)
- Technical Note
Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)
By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details
Keywords: Customer Lifetime Value; Return On Investment; Segmentation; Social Networks; Customer Relationship Management; Marketing Strategy; Investment Return; Social and Collaborative Networks; Social Media
Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
- March 2011
- Module Note
Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay
By: David J. Collis
This note is designed to provide strategists with tools to perform two critical customer-related analyses: determining willingness to pay — the estimation of how much a given customer would be willing to pay for a particular product or service; and demand estimation —... View Details
Keywords: Price; Demand and Consumers; Competitive Advantage; Management Analysis, Tools, and Techniques; Market Participation; Segmentation
Collis, David J. "Quantitative Analysis of Competitive Position: Customer Demand and Willingness to Pay." Harvard Business School Module Note 711-495, March 2011.
- February 2009
- Background Note
Basic Techniques for the Analysis of Customer Information Using Excel 2007: A Step-by-Step Approach
By: Francisco de Asis Martinez-Jerez
The objective of this note is to provide a set of easy, step-by-step guides for some analytical techniques that are useful in the analysis of cases discussed in the course "Competing and Winning through Customer Information" (CWCI). The instructions that follow use... View Details
Keywords: Customer Relationship Management; Information Management; Management Analysis, Tools, and Techniques
Martinez-Jerez, Francisco de Asis. "Basic Techniques for the Analysis of Customer Information Using Excel 2007: A Step-by-Step Approach." Harvard Business School Background Note 109-052, February 2009.
- May 2007 (Revised March 2008)
- Background Note
Basic Techniques for the Analysis of Customer Information Using Excel 2003: A Step-by-Step Approach
By: Francisco de Asis Martinez-Jerez
Provides a set of easy, step-by-step guides for some analytical techniques that are useful in the analysis of cases discussed in the course "Competing and Winning Through Customer Information (CWCI)". The instructions that follow use datasets from three of the cases in... View Details
Martinez-Jerez, Francisco de Asis. "Basic Techniques for the Analysis of Customer Information Using Excel 2003: A Step-by-Step Approach." Harvard Business School Background Note 107-073, May 2007. (Revised March 2008.)
- June 1996
- Article
Prices, Output and Hours: An Empirical Analysis Based on a Sticky Price Model
By: J. J. Rotemberg
Rotemberg, J. J. "Prices, Output and Hours: An Empirical Analysis Based on a Sticky Price Model." Journal of Monetary Economics 37 (June 1996): 505–534.