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(12,634)
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- Events (28)
- Multimedia (171)
- Faculty Publications (4,837)
Show Results For
- All HBS Web
(12,634)
- People (50)
- News (3,138)
- Research (6,989)
- Events (28)
- Multimedia (171)
- Faculty Publications (4,837)
- 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.)
- 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.)
- 2014
- Other Teaching and Training Material
Marketing Reading: Creating Customer Value
By: Sunil Gupta
This Reading explores how firms can create value for their customers. The goal of any business is to delight customers by understanding its customers' needs and to provide products and services to meet those needs. As a result, it is critical to understand what... View Details
Keywords: Consumer Behavior; Consumer Marketing; Customer Experience; Network Effects; Service Profit Chain; Total Customer Value
Gupta, Sunil. "Marketing Reading: Creating Customer Value." Core Curriculum Readings Series. Boston: Harvard Business Publishing 8176, 2014.
- 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
- 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
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.
- 2016
- Working Paper
CEO Personality and Firm Policies
By: Ian D. Gow, Steven N. Kaplan, David F. Larcker and Anastasia A. Zakolyukina
Based on two samples of high quality personality data for chief executive officers (CEOs), we use linguistic features extracted from conferences calls and statistical learning techniques to develop a measure of CEO personality in terms of the Big Five traits:... View Details
Gow, Ian D., Steven N. Kaplan, David F. Larcker, and Anastasia A. Zakolyukina. "CEO Personality and Firm Policies." NBER Working Paper Series, No. 22435, July 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.)
- TeachingInterests
Transforming Customer Experiences - Executive Education
By: Ryan W. Buell
In today's fast-growing service sector, a new set of frameworks are required to build a robust and competitive service business. Transforming Customer Experiences draws upon the latest research and insights to equip senior managers with a new toolkit for leading... View Details
- 23 Aug 2016
- Working Paper Summaries
CEO Personality and Firm Policies
- 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.)
- March 2017
- Exercise
Designing Transformational Customer Experiences
By: Stefan Thomke
Anyone who has recently travelled, gone shopping, or tried to have a problem solved may have little recollection of the experience. Worse yet, some are frustrated by the lack of responsiveness or empathy that they encountered. The reality is that most customer... View Details
Keywords: Customer Experience; Exercise; Learning By Doing; LEGO; Storytelling; Customer Satisfaction; Design; Innovation and Management; Transformation; Service Delivery
Thomke, Stefan. "Designing Transformational Customer Experiences." Harvard Business School Exercise 617-051, March 2017.
- March 2014
- Article
Choosing the Right Customer
By: Robert Simons
Companies that win in competitive markets identify a primary customer and dedicate maximum resources to meeting that customer's needs. This article will show you how to identify the best primary customer for your business by analyzing perspective, capabilities, and... View Details
Keywords: Strategy Execution; Customer Focus; Organization Design; Accountability; Management Control Systems; Customer Relationship Management; Organizational Design
Simons, Robert. "Choosing the Right Customer." Harvard Business Review 92, no. 3 (March 2014): 48–55.
- January 2004 (Revised April 2005)
- Background Note
Personal Values and Professional Responsibilities
Describes some of the classic conflicts managers face in trying to live and work by their personal values and uses Hirschman's "exit, loyalty, and voice" framework to suggest ways for resolving these conflicts. View Details
Keywords: Values and Beliefs; Personal Development and Career; Conflict of Interests; Conflict and Resolution
Badaracco, Joseph L., Jr. "Personal Values and Professional Responsibilities." Harvard Business School Background Note 304-070, January 2004. (Revised April 2005.)
- March 13, 2023
- Article
Sales Teams Need to Stop Focusing on the Customer Funnel
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
Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
- Research Summary
Personal Selling and Sales Management
By: Das Narayandas
Das is currently investigating benchmark practices in personal selling and sales management across a variety of industries. He is also conducting field studies to understand how firms are leveraging interactive technologies to support their field sales efforts. View Details
- 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
- August 2002 (Revised November 2016)
- Background Note
Customer Profitability and Lifetime Value
By: Elie Ofek
Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details
Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry
Ofek, Elie. "Customer Profitability and Lifetime Value." Harvard Business School Background Note 503-019, August 2002. (Revised November 2016.)
- March 2002 (Revised May 2007)
- Case
Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)
By: V.G. Narayanan and Lisa Brem
The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point... View Details
Keywords: Customers; Customer Relationship Management; Price; Perspective; Marketing; Competitive Advantage; Financial Services Industry; Banking Industry; Canada
Narayanan, V.G., and Lisa Brem. "Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)." Harvard Business School Case 102-072, March 2002. (Revised May 2007.)
- 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
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.)
- 2024
- Working Paper
Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization
This paper introduces Incrementality Representation Learning (IRL), a novel multitask representation learning framework that predicts heterogeneous causal effects of marketing interventions. By leveraging past experiments, IRL efficiently designs and targets... View Details
Keywords: Heterogeneous Treatment Effect; Multi-task Learning; Representation Learning; Personalization; Promotion; Deep Learning; Field Experiments; Customer Focus and Relationships; Customization and Personalization
Huang, Ta-Wei, Eva Ascarza, and Ayelet Israeli. "Incrementality Representation Learning: Synergizing Past Experiments for Intervention Personalization." Harvard Business School Working Paper, No. 24-076, June 2024.