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Show Results For
- All HBS Web
(6,184)
- People (3)
- News (1,318)
- Research (4,094)
- Events (13)
- Multimedia (77)
- Faculty Publications (2,827)
Transforming Customer Engagement
Against a backdrop of intensifying competition, rising labor costs, and ascending customer expectations, companies are actively seeking ways to do more with less – for example, compelling customers to take on new roles in the value creation process. And, when... View Details
- 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
Goldberg, Lena G. "Legal Analysis: Customers." Harvard Business School Module Note 315-062, December 2014. (Revised February 2023.)
- 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
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.
- September 2015 (Revised March 2017)
- Technical Note
FIELD Global Immersion: Developing Customer Empathy
By: Jill Avery
The Design Thinking process begins with empathizing with potential customers. Empathizing, being aware of, interpreting, and understanding the thoughts of others, as well as being able to vicariously experience them oneself, requires the careful and deliberate study of... View Details
- 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
Moon, Youngme, and John Quelch. "Starbucks: Delivering Customer Service." Harvard Business School Case 504-016, July 2003. (Revised October 2018.)
- June 2019
- Case
Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers
By: Thales S. Teixeira
By 2019, two-sided online platforms (or marketplaces) were among the highest-growing internet startups around. These marketplaces sought to match suppliers of assets for rent, physical products, or services with customers demanding them. Among the most notable... View Details
Keywords: Airbnb; Etsy; Uber; Growth Hacking; Two-Sided Markets; Digital Marketing; Customer Acquisition; Two-Sided Platforms; Growth Management; Marketing Strategy; Customers; Acquisition; Organizational Change and Adaptation
Teixeira, Thales S. "Airbnb, Etsy, Uber: Expanding from One to Many Millions of Customers." Harvard Business School Case 519-087, June 2019.
- February 2002 (Revised March 2002)
- Case
Customer Profitability and Customer Relationship Management at RBC Financial Group
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: Competitive Advantage; Price; Customer Relationship Management; Marketing; Customer Value and Value Chain; Financial Services Industry; Banking Industry; Canada
Narayanan, V.G., and Lisa Brem. "Customer Profitability and Customer Relationship Management at RBC Financial Group." Harvard Business School Case 102-043, February 2002. (Revised March 2002.)
- November 2023 (Revised March 2024)
- Technical Note
Customer Data Privacy
By: Eva Ascarza and Ta-Wei Huang
This note provides an overview of the evolving landscape of customer data privacy in 2023. It highlights two pivotal aspects that make privacy a central concern for businesses: building and maintaining customer trust and navigating the intricate regulatory... View Details
Keywords: Customer Relationship Management; Governance Compliance; Governing Rules, Regulations, and Reforms; Risk and Uncertainty; Reputation; Trust; Information Management; Retail Industry; Technology Industry; Financial Services Industry; Telecommunications Industry; Europe; United States
Ascarza, Eva, and Ta-Wei Huang. "Customer Data Privacy." Harvard Business School Technical Note 524-005, November 2023. (Revised March 2024.)
- December 2005 (Revised March 2006)
- Module Note
Rethinking Customer Satisfaction
By: Youngme E. Moon
Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details
Keywords: Customer Satisfaction
Moon, Youngme E. "Rethinking Customer Satisfaction." Harvard Business School Module Note 506-046, December 2005. (Revised March 2006.)
- 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.)
- April 2011 (Revised May 2011)
- Case
EMC2: Delivering Customer Centricity
By: Thomas Steenburgh and Jill Avery
This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details
Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry
Steenburgh, Thomas, and Jill Avery. "EMC2: Delivering Customer Centricity." Harvard Business School Case 511-124, April 2011. (Revised May 2011.)
- 24 Aug 2018
- Video
Customer Interaction Days
- October 2000 (Revised December 2002)
- Background Note
Note on Customer Management
By: Das Narayandas
Describes a process for managing customers for profit. View Details
Narayandas, Das. "Note on Customer Management." Harvard Business School Background Note 501-044, October 2000. (Revised December 2002.)
- Program
Transforming Customer Experiences
Summary Superior customer service can differentiate your business in the marketplace—if you design the right offerings and execute flawlessly. Led by HBS thought leaders who are experts in customer... View Details
- 2004
- Article
Valuing Customers
By: Sunil Gupta, Donald R. Lehmann and Jennifer A. Stuart
Gupta, Sunil, Donald R. Lehmann, and Jennifer A. Stuart. "Valuing Customers." Recherche et Applications en Marketing 19, no. 2 (2004).
- 19 Feb 2014
- News
Choosing the Right Customer
- Article
Valuing Customers
By: Sunil Gupta, Donald R. Lehmann and Jennifer A. Stuart
Gupta, Sunil, Donald R. Lehmann, and Jennifer A. Stuart. "Valuing Customers." Journal of Marketing Research (JMR) 41, no. 1 (February 2004): 7–18. (Winner of the 2009 William F. O'Dell award from the Journal of Marketing Research.)
- March 1997
- Background Note
Note on Customer Behavior
By: Gerald Zaltman
A review of selected key concepts that are useful for understanding customers. The importance of understanding customers is also discussed, along with a short description of new frontiers in the study of customer behavior. View Details
- January 2005 (Revised June 2005)
- Case
Zipcar: Influencing Customer Behavior
By: Frances X. Frei and Hanna Rodriguez-Farrar
At Zipcar, customers share the use of cars and, as a result, rely on each other for their service experience. Customers are required to keep the car clean and the gas tank full and to return the car on time. Told from the perspective of two customers: Sal Fishman, who... View Details
Keywords: Information Technology; Governance Controls; Behavior; Service Delivery; Service Operations; Consumer Behavior; Leasing; Transportation Industry; Service Industry; United States
Frei, Frances X., and Hanna Rodriguez-Farrar. "Zipcar: Influencing Customer Behavior." Harvard Business School Case 605-054, January 2005. (Revised June 2005.)
- Research Summary
How to Manage Customers for Increased Profits and Customer Satisfaction
By: Frances X. Frei
For many service firms, the customer plays an important role in contributing to the cost and/or quality of the service. This is very different than many manufacturing contexts, for example, where the firm has virtually complete control over product cost and quality. ... View Details