Customers - Publications - Faculty & Research

August 1998
Teaching Note

Pillsbury: Customer Driven Reengineering TN

By: Robert S. Kaplan

Teaching Note for (9-195-144). View Details

Keywords: Food and Beverage Industry

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May 2005
Class Lecture

Managing Markets, Segments, and Customers

By: Das Narayandas

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03 Feb 2016
Research & Ideas

The State of Customer Service Leadership

Breakthrough Service is Different.” What is your definition of breakthrough service, and why is it different? Sasser: Breakthrough services are those that provide extraordinary results and a high-quality experience for customers and... View Details

Keywords: by Jim Aisner; Retail

September 2024
Exercise

Assessing the Value of Unifying and De-Duplicating Customer Data

By: Elie Ofek and Hema Yoganarasimhan

This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details

Keywords: Customer Relationship Management; Measurement and Metrics; Analytics and Data Science; Value

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17 Jun 2016
Op-Ed

Companies Need to Start Marketing Security to Customers

Recent events in Orlando underscore an important marketing truth: consumer safety and security are mission critical. A popular nightclub, Pulse, known as a safe place for the LGBT community, is put out of business at least temporarily by a terrorist act. Not far away... View Details

Keywords: by John A. Quelch; Entertainment & Recreation

Fall 2016
Article

How Do Customers Respond to Increased Service Quality Competition?

By: Ryan W. Buell, Dennis Campbell and Frances X. Frei

When does increased service quality competition lead to customer defection, and which customers are most likely to defect? Our empirical analysis of 82,235 customers exploits the varying competitive dynamics in 644 geographically isolated markets in which a nationwide... View Details

Keywords: Service Quality Competition; Retail Banks; Empirical Operations; Retention; Service Operations; Quality; Competition; Banking Industry; United States

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Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati

Keywords: Organizations; Customer Focus and Relationships

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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 actual consumer behavior? A great... View Details

Keywords: by Richard Bierck; Retail

04 Jan 2021
Working Paper Summaries

The Twofold Effect of Customer Retention in Freemium Settings

Keywords: by Eva Ascarza, Oded Netzer, and Julian Runge; Video Game; Entertainment & Recreation

09 Dec 2019
Research & Ideas

Identify Great Customers from Their First Purchase

School. By incorporating data most companies discard, Ascarza and her co-researcher devised an algorithm capable of quickly analyzing more than 40 variables to create a “first impression” of the customer after the initial transaction. The... View Details

Keywords: by Kristen Senz; Retail; Service

March 2000 (Revised February 2005)
Case

Hewlett Packard--Computer Systems Organization: Selling to Enterprise Customers

By: Das Narayandas and Robert C. Dudley

In late 1996, Manuel Diaz, head of Worldwide Sales for Hewlett-Packard's (HP) Computer Systems Organization (CSO), is reviewing the results of an audit of HP's enterprise customer management approach with the objective of identifying market and organizational... View Details

Keywords: Accounting Audits; Transformation; Customer Relationship Management; Cost vs Benefits; Marketing Strategy; Sales; Computer Industry

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September 2022
Background Note

On CUE: The Quest for Optimal Customer Unit Economics

By: Elie Ofek, Barak Libai and Eitan Muller

Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there... View Details

Keywords: Unit Economics; Business Startups; Performance Evaluation; Customer Value and Value Chain; Customer Relationship Management; Analysis

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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

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