Publications

Publications

Filter Results: (281) Arrow Down

Show Results For

Page 1 of 281 Results →
  • April 2023 (Revised August 2023)
  • Teaching Note

Adobe's Customer Journey

By: Sunil Gupta, Rajiv Lal and Celine Chammas
Teaching Note for HBS Case No. 522-033. View Details
Keywords: Customer Journey; Marketing Effectiveness
Related
  • 2023
  • Working Paper

The Customer Journey as a Source of Information

By: Nicolas Padilla, Eva Ascarza and Oded Netzer
In the face of heightened data privacy concerns and diminishing third-party data access, firms are placing increased emphasis on first-party data (1PD) for marketing decisions. However, in environments with infrequent purchases, reliance on past purchases 1PD... View Details
Keywords: Customer Journey; Privacy; Consumer Behavior; Analytics and Data Science; AI and Machine Learning; Customer Focus and Relationships
Related
  • June 2023 (Revised September 2023)
  • Simulation

Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM)

By: Sunil Gupta, Rajiv Lal and Celine Chammas
Adobe started monitoring Annual Recurring Revenue (ARR), one of its primary metrics, when it shifted from selling its software in a box to selling the software as a subscription-based cloud service. They wanted to know when, where, and how much to invest in marketing.... View Details
Keywords: Customer Acquisition; Customer Journey; Marketing Strategy; Marketing; Customer Focus and Relationships; Budgets and Budgeting
Related
  • March 2020
  • Article

The Role of Numbers in the Customer Journey

By: Shelle Santana, Manoj Thomas and Vicki Morwitz
At each stage in customers’ journeys, they encounter different types of numeric information that they process using different judgment strategies. Relevant numbers might include budgets, price, product attributes, product counts, product ratings, numbers in brand... View Details
Keywords: Numbers; Heuristics; Numerical Cognition; Pricing; Customer Journey; Information; Consumer Behavior
Related
  • September 2022
  • Case

Pointillist: Building a Business in Customer Journey Analytics

By: David C. Edelman
Growth challenges in building a SAAS business using AI for Customer Experience analysis. View Details
Keywords: AI; Customer Experience; Analytics; Marketing; Entrepreneurship; United States
Related
  • February 2024 (Revised February 2024)
  • Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang
Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
Related
  • January 2024 (Revised February 2024)
  • Exercise

Travelogo: Understanding Customer Journeys

By: Eva Ascarza, Nicolas Padilla and Oded Netzer
In late May 2023, Sarah Merino, the newly appointed manager of the Customer Insights group at Travelogo—an online travel booking platform—initiates a comprehensive analysis of clickstream data to understand the varied behaviors and needs of their users. In preparation... View Details
Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States
Related
  • 07 Jan 2025
  • News

Why Emotions Matter in Retail Customer Journeys

  • 14 May 2021
  • News

4 Strategies to Simplify the Customer Journey

  • March 13, 2023
  • Article

Sales Teams Need to Stop Focusing on the Customer Funnel

By: Frank V. Cespedes
Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking... View Details
Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior
Related
  • March 2021 (Revised August 2022)
  • Case

Seeding and Selling Asana

By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details
Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States
Related
  • Article

How Direct-to-Consumer Brands Can Continue to Grow

By: V. Kasturi Rangan, Daniel Corsten, Matt Higgins and Leonard A. Schlesinger
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how... View Details
Keywords: Direct-to-consumer; Customer Journey; Business Model; Customer Relationship Management; Growth and Development Strategy
Related
  • January 2008 (Revised May 2008)
  • Case

Comcast New England: A Journey of Organizational Transformation

By: Michael Beer and Anita Arun
This case describes how Kevin Casey, Comcast's New England Region general manager, transformed a low commitment and performance organization. When he took charge of this Comcast region he inherited an organization that was bureaucratic, had low customer satisfaction,... View Details
Keywords: Transformation; Interpersonal Communication; Customer Satisfaction; Employee Relationship Management; Management Teams; Organizational Change and Adaptation; Organizational Culture; Organizational Structure; Performance Improvement; Telecommunications Industry; New England
Related
  • 01 Dec 1996
  • News

An Entrepreneurial Journey

knows, an inspirational business concept is only the beginning of a long and complicated journey marked by unexpected obstacles at every turn. The successful entrepreneur must possess an unshakable belief in his or her goal and - as the... View Details
  • 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
Related

    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

    • 04 Apr 2023
    • Blog Post

    Maersk’s Journey to Decarbonize Shipping

    competitive advantage while doing the right thing, rather than an imposition or a burden. According to Maersk leadership, the two keys to their decarbonization strategy are: Strong relationships with customers to get them on board with... View Details
    • 16 Feb 2010
    • Research & Ideas

    The Outside-In Approach to Customer Service

    Reorganize for Resilience: Putting Customers at the Center of Your Business (Harvard Business Press). Gulati, whose research explores leadership and strategic challenges for building high growth organizations in turbulent markets, is the... View Details
    Keywords: by Sarah Jane Gilbert; Consumer Products
    • 11 Oct 2023
    • Blog Post

    A Journey of Discovery, Teamwork, and Impact with FIELD Global Immersion

    In early May, I embarked on a journey to Seoul, South Korea, accompanied by 70 fellow Harvard Business School classmates. Our purpose? To culminate our first-year studies through the FIELD Global Immersion program. Throughout this... View Details
    • March 27, 2025
    • Article

    How One Company Used AI to Broaden Its Customer Base

    By: Sunil Gupta and Frank V. Cespedes
    The software company SAP successfully leveraged AI tools to begin selling to the small and medium enterprises (SMEs) market, which had previously been uneconomical for its in-person sales approach. By mapping the customer journey and deploying over 40 AI tools, SAP... View Details
    Keywords: AI and Machine Learning; Sales; Business Strategy; Market Entry and Exit
    Related