Customer Engagement - Publications - Faculty & Research

12 Jul 2011
News

Phone Fun

cited Phones 4u’s claim “to be the UK’s fastest-growing independent mobile phone retailer” and Braterman’s role in helping the company double its share of pay-as-you-go cell phone customers last year on a marketing budget that was “less... View Details

Keywords: Telecommunications; Information; Advertising, Public Relations, and Related Services; Professional Services

26 Apr 2011
News

Do You See What I See?

management practice Sandra Sucher, who teaches a section of the course. “It’s all about engaging the ‘other,’ and leaders can be notoriously poor at separating out their own perception from the way that other people might see things.”... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services

17 Dec 2001
Research & Ideas

Enterprising Women

business leaders, moderated by HBS professor Myra Hart, at the Harvard Business School Entrepreneurship Conference. Robin Chase said that being a woman did not hinder her ability to start Zipcar, a service allowing customers to rent cars... View Details

Keywords: by Julia Hanna

01 Mar 2017
News

Lego Stays on Script

marketing, Michael Moynihan (MBA 1993), has been with the company since 1996, long enough to remember its missteps in attempting to broaden Lego’s customer base by expanding into product categories such as action figures, arts and crafts,... View Details

Keywords: Julia Hanna

17 Dec 2015
News

Applying Strategy Concepts In Innovative Ways Through Technology

Part Monopoly marathon, part chess championship, “Strategic Brew” is a multimedia simulation that engages students in a fast-paced exercise in strategic decision-making. Working together in teams, students gain practical exposure to the... View Details

29 Jan 2015
Blog Post

Ask about the FIELD Immersion during your next interview

student’s ability to engage with a diverse group of people and apply the knowledge he/she gained from those conversations to solve a problem or dilemma. Delving into the customer interaction experience... View Details

24 Jul 2000
Research & Ideas

Global Brands: Connecting With Consumers Across Boundaries

elsewhere." Going forward, he predicted, as the television screen and computer monitor converge into one "box," the banner ads that dominate the Web—but do little to engage the attention of consumers—will disappear. Another... View Details

Keywords: by James E. Aisner

03 Aug 2009
Research & Ideas

Corporate Social Responsibility in a Downturn

social responsibility evolving during the current recession? A: There is no doubt that corporations are engaging in less philanthropy, but that is not necessarily bad as long as they cut the ineffective ones and consolidate those that are... View Details

Keywords: by Martha Lagace

Web

Credential of Digital Innovation and Strategy | HBS Online

smarter Apply design thinking and creative problem-solving principles to generate new ideas, enhance team performance, and innovate collaboratively Gain frameworks, tools, and customer engagement techniques... View Details

Web

Leadership, Ethics, and Corporate Accountability Course | HBS Online

you earn Syllabus 5 Modules, 40-50 Hours Download full syllabus 12-16 hrs Module 1 - 2 Weeks Delivering on Responsibilities to Customers Understand what “gray-area situations” are and the reflective leadership model to start assessing... View Details

19 Nov 2019
Op-Ed

Gender Bias Complaints against Apple Card Signal a Dark Side to Fintech

customers be able to see what pieces of data may have led to a loan rejection or a lower credit limit? Should regulators have access to the algorithms and test them for the impact they have on underserved or protected classes? The Apple... View Details

Keywords: by Karen G. Mills; Financial Services

01 Jun 2013
News

School of Hard Knocks

engagement were more than three times as profitable as firms with average engagement. Fostering a diverse culture is the right thing for a firm to do; it can also lead to a stronger bottom line, especially in today's world where virtually... View Details

Keywords: discrimination; Management, Scientific, and Technical Consulting Services; Professional Services

Student-Faculty-Profile

Michelle Shell & Ryan Buell

productively engage customers in the creation of value. The alignment of our interests and our complementary experiences in financial services—Michelle’s as a practitioner and mine as a researcher—make us a... View Details

18 Sep 2012
First Look

First Look: September 18

initial socialization focused on personal identity (emphasizing newcomers' authentic best selves) led to greater customer satisfaction and employee retention after six months, compared to (a) socialization that focused on organizational... View Details

Keywords: Sean Silverthorne

01 Jun 2017
News

Inbox: From Das’s Desk

research has focused on various aspects of customer management in B2B contexts, including customer selection and portfolio management; managing a spectrum of customer... View Details

Keywords: Das Narayandas

15 Dec 2014
Research & Ideas

Deconstructing the Price Tag

view pricing can be found in the article Brain Marketing: Is the Product Worth the Price?.) "One of the big takeaways from my perspective is that this opens up the door to companies considering engaging their View Details

Keywords: by Dina Gerdeman; Retail

15 Oct 2012
Research & Ideas

Why Business IT Innovation is so Difficult

chains, and speeding communications. The result: "People can spend more time thinking up new products and servicing customers, and less time checking boxes." To get there, most firms must be willing to engage in radical change and... View Details

Keywords: by Maggie Starvish

08 Aug 2018
News

Getting Life Back in Balance

viticulture, and forestry industries. Although it would be a jarring lifestyle change, Gower says he had the full support of his wife and their three grown children to take the leap. In fact, Sally is used to his adventurous streak. The couple were View Details

Keywords: Jennifer Myers

11 Oct 2004
Research & Ideas

Four Ways to Create Lasting Change

understanding and built buy-in for the initiative, but it clearly engaged people emotionally. Now, they had vivid stories to tell and they had personal feelings of disappointment and frustration that they did not want View Details