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    • All HBS Web  (2,093)
      • Faculty Publications  (684)

      Customer FocusRemove Customer Focus →

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      • February 2005 (Revised November 2006)
      • Case

      Hewlett-Packard (A)

      By: Rohit Deshpande and Seth Schulman
      Since its controversial merger with Compaq, Hewlett-Packard had been under pressure by analysts and some stockholders to divest itself of its low-margin PC business. For CEO Carly Fiorina and others on HP's management team, however, PCs seemed integral to the company's... View Details
      Keywords: Problems and Challenges; Customer Focus and Relationships; Mergers and Acquisitions; Information Infrastructure; Business Strategy; Price; Computer Industry
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      Deshpande, Rohit, and Seth Schulman. "Hewlett-Packard (A)." Harvard Business School Case 505-065, February 2005. (Revised November 2006.)
      • January 2005 (Revised August 2007)
      • Exercise

      Letter Writing Exercise

      By: Frances X. Frei and Hanna Rodriguez-Farrar
      Provides an opportunity for students to experience first-hand how service companies respond to customer feedback. The corresponding module note further describes the exercise. View Details
      Keywords: Customer Focus and Relationships; Communication; Service Industry
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      Frei, Frances X., and Hanna Rodriguez-Farrar. "Letter Writing Exercise." Harvard Business School Exercise 605-056, January 2005. (Revised August 2007.)
      • 2005
      • Class Lecture

      Creating Customer-Centric Cultures: Lessons from High-Performance Organizations

      By: Rohit Deshpandé
      Keywords: Customer Focus and Relationships; Organizational Culture
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      Deshpandé, Rohit. "Creating Customer-Centric Cultures: Lessons from High-Performance Organizations." Boston: Harvard Business School Publishing Class Lecture, 2005. Electronic. (Faculty Lecture: HBSP Product Number 107XC.)
      • March 2009
      • Article

      Customer Experience Creation: Determinants, Dynamics and Management Strategies

      By: Leonard A. Schlesinger, Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen and Michael Tsiros
      Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great experience across channels. In this paper we provide an overview of the existing literature on customer experience and expand on it to examine the creation of a customer experience... View Details
      Keywords: Customer Focus and Relationships; Business Strategy; Growth and Development Strategy; Retail Industry
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      Schlesinger, Leonard A., Peter C. Verhoef, Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, and Michael Tsiros. "Customer Experience Creation: Determinants, Dynamics and Management Strategies." Journal of Retailing 85, no. 1 (March 2009).
      • December 2004 (Revised December 2005)
      • Case

      Nectar: Making Loyalty Pay

      By: John A. Deighton
      Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details
      Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain
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      Deighton, John A. "Nectar: Making Loyalty Pay." Harvard Business School Case 505-031, December 2004. (Revised December 2005.) (request a courtesy copy.)
      • November 2004 (Revised September 2007)
      • Case

      The Mitchell Family and Mitchells/Richards

      By: Amy C. Edmondson, John A. Davis, Corey B. Hajim and Kelly Mulderry
      Describes a small, luxury retail chain's operational sophistication achieved through the use of technology and "high-touch" customer service. A family-run business, Mitchells has built its success with a customer service strategy known internally as "hugging." The term... View Details
      Keywords: Family Business; Customer Relationship Management; Knowledge Management; Service Delivery; Organizational Culture; Expansion; Information Technology; Retail Industry
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      Edmondson, Amy C., John A. Davis, Corey B. Hajim, and Kelly Mulderry. "The Mitchell Family and Mitchells/Richards." Harvard Business School Case 605-047, November 2004. (Revised September 2007.)
      • October 2004 (Revised March 2005)
      • Case

      Citizens Bank

      By: Rajiv Lal and Arar Han
      In November 2004, Larry Fish, chairman of Citizens Bank, is wondering about the challenges posed by the latest and largest acquisition in the history of the bank. Fish has always believed that the success of Citizens thus far was facilitated by the credo he introduced... View Details
      Keywords: Acquisition; Change Management; Customer Focus and Relationships; Employees; Leading Change; Performance Effectiveness; Banking Industry
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      Lal, Rajiv, and Arar Han. "Citizens Bank." Harvard Business School Case 505-034, October 2004. (Revised March 2005.)
      • August 2004 (Revised September 2005)
      • Case

      Canyon Ranch

      By: Lynda M. Applegate and Gabriele Piccoli
      How should Canyon Ranch leverage its uniqueness in the face of increasing competition and an entrenched customer definition of the firm? The firm is attempting to create demand for return visits and foster the customization and personalization of the Canyon Ranch... View Details
      Keywords: Customer Relationship Management; Information Technology; Growth and Development Strategy; Competitive Strategy; Experience and Expertise; Analytics and Data Science; Customization and Personalization
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      Applegate, Lynda M., and Gabriele Piccoli. "Canyon Ranch." Harvard Business School Case 805-027, August 2004. (Revised September 2005.)
      • July 2004 (Revised March 2006)
      • Case

      RosettaNet and ebXML: Betting on the Right eBusiness Standard

      By: F. Warren McFarlan and Veronika Belokhvostova
      A major enterprise software company must select which technologies to support, based on their long-term and short-term viability and benefits. The protagonist is involved in the release of the B2B integration component of major enterprise software whose purpose is to... View Details
      Keywords: Communication Technology; Customer Focus and Relationships; Markets; Standards; Science-Based Business; Situation or Environment; Applications and Software; Technology Adoption; Information Technology Industry
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      McFarlan, F. Warren, and Veronika Belokhvostova. "RosettaNet and ebXML: Betting on the Right eBusiness Standard." Harvard Business School Case 305-006, July 2004. (Revised March 2006.)
      • May 2004 (Revised July 2004)
      • Case

      Clarence Saunders: The Comeback King

      By: Nitin Nohria and Bridget Gurtler
      Follows the rise and fall of the founder of the modern supermarket, Clarence Saunders. Prior to 1915, all staple shopping took place in the market or general store, where a clerk behind a counter pulled items from shelves for customers , measured them from a barrel, or... View Details
      Keywords: Inflation and Deflation; Mission and Purpose; Business Processes; Leadership; Consumer Behavior; Leadership Style; Advertising; Customer Relationship Management; Customer Value and Value Chain; Order Taking and Fulfillment
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      Nohria, Nitin, and Bridget Gurtler. "Clarence Saunders: The Comeback King." Harvard Business School Case 404-070, May 2004. (Revised July 2004.)
      • April 2004 (Revised June 2004)
      • Teaching Note

      Starbucks: Delivering Customer Service (TN)

      By: Youngme E. Moon and John A. Quelch
      Teaching Note to (9-504-016). View Details
      Keywords: Customer Relationship Management; Food and Beverage Industry
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      Moon, Youngme E., and John A. Quelch. "Starbucks: Delivering Customer Service (TN)." Harvard Business School Teaching Note 504-089, April 2004. (Revised June 2004.)
      • January 2004 (Revised October 2006)
      • Case

      Electronic Arts in Online Gaming

      By: Thomas R. Eisenmann and Justin Wong
      Electronic Arts (EA), the world's largest independent video-game publisher, must decide whether to support Microsoft's initiatives in online gaming. Historically, EA has been platform-agnostic, releasing versions of its titles for all major console platforms. However,... View Details
      Keywords: Corporate Strategy; Digital Platforms; Network Effects; Policy; Customer Focus and Relationships; Games, Gaming, and Gambling; Revenue; Segmentation; Sales; Entertainment and Recreation Industry; Electronics Industry
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      Eisenmann, Thomas R., and Justin Wong. "Electronic Arts in Online Gaming." Harvard Business School Case 804-140, January 2004. (Revised October 2006.)
      • January 2004
      • Background Note

      Why Developers Don't Understand Why Consumers Don't Buy

      By: John T. Gourville
      Looks at the psychological biases developers bring to the new product development process. Identifies three reasons why developers may do a poor job of identifying the demand for an innovative, new concept or product: (1) the self-selection bias, (2) differing initial... View Details
      Keywords: Customer Focus and Relationships; Innovation and Invention; Knowledge Management; Product Marketing; Consumer Behavior; Product Development; Perspective; Prejudice and Bias
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      Gourville, John T. "Why Developers Don't Understand Why Consumers Don't Buy." Harvard Business School Background Note 504-068, January 2004.
      • January 2004 (Revised August 2005)
      • Case

      Kikkoman Corporation: Consumer Focused Innovation

      By: Rohit Deshpande and Hal Hogan
      In May 2003, the president and CEO of Kikkoman Corp. sat in his Tokyo office weighing various options for strengthening the company's long-term growth. Kikkoman was the world's largest producer of soy sauce, largely due to its pioneering role since the 1950s as the... View Details
      Keywords: Customer Relationship Management; Innovation Strategy; Marketing Strategy; Product Positioning; Adaptation; Competitive Strategy; Japan
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      Deshpande, Rohit, and Hal Hogan. "Kikkoman Corporation: Consumer Focused Innovation." Harvard Business School Case 504-067, January 2004. (Revised August 2005.)
      • 2004
      • Book

      Collaborative Customer Relationship Management: Taking CRM to the Next Level

      By: Alexander H. Kracklauer, Daniel Quinn Mills and Dirk Seifert
      Keywords: Cooperation; Customer Relationship Management
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      Kracklauer, Alexander H., Daniel Quinn Mills, and Dirk Seifert. Collaborative Customer Relationship Management: Taking CRM to the Next Level. Berlin: Springer-Verlag, 2004.
      • November 2003 (Revised August 2005)
      • Case

      First Commonwealth Financial Corporation

      By: Robert S. Kaplan
      First Commonwealth Financial Corp., a financial institution in central and southwestern Pennsylvania, implemented the Balanced Scorecard for describing and implementing its new customer-focused strategy. Its founder and chairman decided that the Balanced Scorecard also... View Details
      Keywords: Balanced Scorecard; Corporate Strategy; Customers; Corporate Governance; Governing and Advisory Boards; Customer Relationship Management; Executive Compensation; Financial Services Industry; Banking Industry; Pennsylvania
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      Kaplan, Robert S. "First Commonwealth Financial Corporation." Harvard Business School Case 104-042, November 2003. (Revised August 2005.)
      • October 2003 (Revised January 2005)
      • Case

      Microsoft: Launching the Smart Watch

      By: John T. Gourville and Christina L. Darwall
      Microsoft is on the verge of launching its Smart Watch technology, which will allow specially designed watches to receive up-to-date information on sports, business, traffic, news, etc. After several years of effort and millions of dollars spent, the questions now... View Details
      Keywords: Customer Focus and Relationships; Information Management; Marketing Strategy; Product Launch; Product Positioning; Product Design; Product Development; Performance Effectiveness; Partners and Partnerships; Information Technology Industry
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      Gourville, John T., and Christina L. Darwall. "Microsoft: Launching the Smart Watch." Harvard Business School Case 504-004, October 2003. (Revised January 2005.)
      • October 2003
      • Case

      Taiwan Semiconductor Manufacturing Company: Building a Platform for Distributed Innovation

      By: Marco Iansiti and Marcin Strojwas
      Surging costs of building a state-of-the-art fabrication facility were pushing firms to outsource manufacturing while advanced technologies were requiring a tighter coupling between design and manufacturing. Explores the development of strategy in this environment.... View Details
      Keywords: Strategy; Business Model; Networks; Product Design; Production; Decisions; Customer Relationship Management; Supply Chain Management
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      Iansiti, Marco, and Marcin Strojwas. "Taiwan Semiconductor Manufacturing Company: Building a Platform for Distributed Innovation." Harvard Business School Case 604-044, October 2003.
      • October 2003 (Revised August 2005)
      • Case

      American Legacy: Beyond the Truth Campaign

      By: Youngme E. Moon and Kerry Herman
      The hard-hitting "Truth" campaign has been one of the most successful antismoking initiatives in history. The focus of the "Truth" campaign is to dissuade teenagers from smoking. The sponsor of the campaign, the American Legacy Foundation, is now trying to decide... View Details
      Keywords: Advertising Campaigns; Communication Strategy; Customer Focus and Relationships; Decision Choices and Conditions; Ethics; Brands and Branding; Corporate Social Responsibility and Impact
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      Moon, Youngme E., and Kerry Herman. "American Legacy: Beyond the Truth Campaign." Harvard Business School Case 504-014, October 2003. (Revised August 2005.)
      • August/September 2003
      • Article

      A Plea to Boards to Shift Focus Back to the Customer

      By: Gail J. McGovern and John Quelch
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      McGovern, Gail J., and John Quelch. "A Plea to Boards to Shift Focus Back to the Customer." Corporate Secretary (August/September 2003), 13.
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