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  • All HBS Web  (6,465)
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  • 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
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Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Harvard Business School Working Paper, No. 24-035, October 2023. (Revised October 2023.)
  • 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
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Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
  • Article

The Magic That Makes Customer Experiences Stick

By: Stefan Thomke
Why do some customer experiences have that magical "wow" factor, making them all destined for success, while others get few, if any, enthusiastic customer responses? How would we "design" a great customer experience? These are some of the questions that the article... View Details
Keywords: Customer Experience; Emotion; Innovation; Experimentation; Storytelling; Customer Satisfaction; Emotions; Design; Innovation and Invention
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Thomke, Stefan. "The Magic That Makes Customer Experiences Stick." MIT Sloan Management Review 61, no. 1 (Fall 2019).
  • Article

How B2B Companies Can Win Back Customers They've Lost

By: Frank V. Cespedes and León Poblete
Most research and training in sales focus on acquiring new customers. But winning back previous customers is increasingly important: mergers, choice in supply chains, and uncertainty about trade wars mean that B2B customers are constantly re-evaluating relationships... View Details
Keywords: B2B; Customer Reacquisition; Customer Relationship Management
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Cespedes, Frank V., and León Poblete. "How B2B Companies Can Win Back Customers They've Lost." Harvard Business Review (website) (June 3, 2019).
  • 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
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Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
  • 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
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Edelman, David C. "Pointillist: Building a Business in Customer Journey Analytics." Harvard Business School Case 523-026, September 2022.
  • March 2003
  • Background Note

Customer Migration and Customer Types

By: Das Narayandas
Describes the evolution of customer relationships using the price vs. cost-to-serve matrix. View Details
Keywords: Customer Focus and Relationships; Cost; Price; Service Operations
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Narayandas, Das. "Customer Migration and Customer Types." Harvard Business School Background Note 503-072, March 2003.
  • July 2017
  • Teaching Note

Designing Transformational Customer Experiences

By: Stefan Thomke
Keywords: Customer Experience; Design; Exercise; Learning By Doing; LEGO; Storytelling; Transformation
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Thomke, Stefan. "Designing Transformational Customer Experiences." Harvard Business School Teaching Note 618-014, July 2017.
  • July 31, 2019
  • Blog Post

Customer Centricity: Easy to Talk About, Hard to Implement: 3 Keys to Closing the Gap Between the Theory and the Reality of Putting the Customer First

By: Jeffrey F. Rayport
Keywords: Customer Experience; Customer Engagement; Retail Industry
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Rayport, Jeffrey F. "Customer Centricity: Easy to Talk About, Hard to Implement: 3 Keys to Closing the Gap Between the Theory and the Reality of Putting the Customer First." NRF.com (blog) (July 31, 2019). https://nrf.com/blog/customer-centricity-easy-talk-about-hard-implement.
  • March 2018
  • Article

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift
In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn.... View Details
Keywords: Customer Retention; Churn; Customer Relationship Management; Measurement and Metrics
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Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost, and Rom Schrift. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 65–81.
  • 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
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Santana, Shelle, Manoj Thomas, and Vicki Morwitz. "The Role of Numbers in the Customer Journey." Journal of Retailing 96, no. 1 (March 2020): 138–154.
  • Research Summary

Customer Intelligence

  1. Data and Reality Mining for Business Applications
  2. Business Value of Social Networks
  3. Customer Behavior Patterns
  4. Analitical Customer Relationship Management
 View Details
  • 2012
  • Module Note

Endeavouring Towards Customer Satisfaction: A Case Study of TVS Motor Company Ltd.

By: Shashank Shah and Shashank Shah
Keywords: Customer Centric Initiative; Customer Satisfaction; Customer Engagement; Auto Industry; India
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Shah, Shashank. "Endeavouring Towards Customer Satisfaction: A Case Study of TVS Motor Company Ltd." 2012.
  • November 2011
  • Case

Comfort Class Transport: Does Customer Service Need an Overhaul?

By: Michael J Roberts and Paul E. Morrison
The general manager of a chauffeured limousine transport company is concerned about underperformance at the company's customer service call center. The eight-person call center handles almost all customer interaction including discussing company services with... View Details
Keywords: Capacity Utilization; Supply & Demand; Operations Management; Customer Service; Management; Demand and Consumers; Service Operations; Order Taking and Fulfillment; Performance Capacity; Customer Satisfaction; Transportation Industry
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Roberts, Michael J., and Paul E. Morrison. "Comfort Class Transport: Does Customer Service Need an Overhaul?" Harvard Business School Brief Case 114-374, November 2011.
  • Research Summary

Understanding Customers

In conventional business case studies, protagonists almost never have the option of stepping back to seek a new understanding of the customer. But to be effective in practice, managers need both the self-assurance and ability to initiate and pursue, with rigor and... View Details
  • August 2002
  • Background Note

Customer Benefit Stack

By: Das Narayandas
Describes a process to understand customer benefits created in industrial markets using the metaphor of a customer benefit stack. View Details
Keywords: Customer Satisfaction; Customer Value and Value Chain; Marketing Strategy; Product Marketing; Manufacturing Industry
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Narayandas, Das. "Customer Benefit Stack." Harvard Business School Background Note 503-028, August 2002.
  • 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
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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.
  • Article

The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value

By: Pablo Casas-Arce, Asis Martinez Jerez and V.G. Narayanan
This paper analyzes the effects of forward-looking metrics on employee decision-making. We use data from a bank that started providing branch managers with the customer lifetime value (CLV)—an estimate of the future value of the customer relationship—of mortgage... View Details
Keywords: Customer Lifetime Value; Forward-looking Metrics; Employees; Decision Making; Information; Customer Value and Value Chain; Banks and Banking; Mortgages; Outcome or Result
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Casas-Arce, Pablo, Asis Martinez Jerez, and V.G. Narayanan. "The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value." Accounting Review 92, no. 3 (May 2017): 31–56.
  • December 2014 (Revised February 2023)
  • Module Note

Legal Analysis: Customers

By: Lena G. Goldberg
This Note introduces the Module on Responsibilities to Customers taught in Leadership and Corporate Accountability, a required course in the Harvard Business School MBA program. The Note outlines the asymmetries inherent in the company-customer relationship and... View Details
Keywords: Customers; Corporate Accountability; Ethics; Legal Liability; Customer Relationship Management
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Goldberg, Lena G. "Legal Analysis: Customers." Harvard Business School Module Note 315-062, December 2014. (Revised February 2023.)
  • July 2003 (Revised October 2018)
  • Case

Starbucks: Delivering Customer Service

By: Youngme Moon and John Quelch
Starbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company is not meeting customer expectations in terms of service. To increase customer satisfaction, the company is debating a plan that would... View Details
Keywords: Customer Focus and Relationships; Customer Satisfaction; Profit; Recruitment; Marketing Strategy; Service Operations; Performance Improvement; Planning; Food and Beverage Industry
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Moon, Youngme, and John Quelch. "Starbucks: Delivering Customer Service." Harvard Business School Case 504-016, July 2003. (Revised October 2018.)
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