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Show Results For
- All HBS Web
(1,518)
- News (276)
- Research (1,053)
- Events (9)
- Multimedia (2)
- Faculty Publications (408)
The Magic That Makes Customer Experiences Stick
The field of customer experience (CX) design — which aims to ensure that customers have positive touch points with companies while buying and consuming their products and services — has grown quickly in recent years. Research has shown that memorable experiences,... View Details
- 09 Dec 2019
- Research & Ideas
Identify Great Customers from Their First Purchase
School. By incorporating data most companies discard, Ascarza and her co-researcher devised an algorithm capable of quickly analyzing more than 40 variables to create a “first impression” of the customer... View Details
- July–August 2014
- Article
Unlock the Mysteries of Your Customer Relationships
By: Jill Avery, Susan Fournier and John Wittenbraker
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies... View Details
Keywords: Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States
Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.
- 08 Aug 2005
- Research & Ideas
A Balanced Scorecard Approach To Measure Customer Profitability
our inefficiencies. For example, if important customers are migrating to smaller order sizes, the company can focus on reducing setup and order handling costs. The company can ask the customer to use... View Details
Keywords: by Robert S. Kaplan
- April 2022
- Teaching Note
Banorte Móvil: Data-Driven Mobile Growth
By: Ayelet Israeli and Carla Larangeira
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details
- 01 Dec 2014
- News
Making Big Data Fashionable
Principles Áslaug Magnúsdóttir Customizing Couture Online Customizing Couture Online Jamal Motlagh Taking Tailoring High Tech Taking Tailoring High Tech Katrina Lake Dressing by Number Dressing by Number... View Details
- 24 Apr 2014
- News
Tackling the data dilemma
firm with innovative products, services, and solutions to help companies transition to the new style of IT. Since joining HP in 2011, Whitman has championed initiatives that help customers navigate the new realities of 21st-century... View Details
Unlock the Mysteries of Your Customer Relationships
Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: People now expect companies... View Details
- March 31, 2023
- Article
What Is the Optimal Pattern of a Customer Journey?
Even though customer experience (CX) leaders are becoming increasingly focused on optimizing their firms’ customer journeys, they face a clear challenge: Which touchpoints along the journey should they invest in? That is, which moments when the customer interacts with... View Details
De Freitas, Julian. "What Is the Optimal Pattern of a Customer Journey?" Harvard Business Review (website) (March 31, 2023).
- June 2023
- Article
National Customer Orientation: An Empirical Test across 112 Countries
By: Ofer Mintz, Imran S. Currim and Rohit Deshpandé
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details
Mintz, Ofer, Imran S. Currim, and Rohit Deshpandé. "National Customer Orientation: An Empirical Test across 112 Countries." Marketing Letters 34, no. 2 (June 2023): 189–204.
- 04 Jun 2024
- Research & Ideas
Navigating Consumer Data Privacy in an AI World
Harnessing customer data well is central to any modern business, as is earning consumers’ trust that their information will stay private. With data breaches growing more... View Details
National Customer Orientation: An Empirical Test across 112 Countries
Customer orientation is a central tenet of marketing. However, less is known about how customer orientation varies across countries and time. Mintz, Currim, and Deshpandé (Eur. J. Mark., 56: 1014–1041, 2022) propose a country-level construct, national customer... View Details
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
total value of tailored coupons that shoppers stand to lose if they go elsewhere. Store-switching costs created this way increase the spending and loyalty of shoppers. For retailers lacking the capability of using information about their card-holding View Details
- 01 Jun 2023
- News
Bridging the ESG Data Gap
and venture capitalists. Founders use the software to report ESG data by answering a few operations-focused questions, and then they can easily access ESG scores, peer benchmarks, and customized plans for... View Details
Keywords: Deborah Blagg
- 16 May 2011
- Research & Ideas
What Loyalty? High-End Customers are First to Flee
How Do Incumbents Fare in the Face of Increased Service Competition?, Campbell, fellow HBS professor Frances X. Frei and doctoral student Ryan W. Buell explore this dance between service levels, customer loyalty, and competitive strategy.... View Details
Keywords: by Julia Hanna
- 23 Oct 2013
- News
How Far Is Too Far in Selling Customer Data?
- October 1994 (Revised November 1994)
- Case
British Airways: Using Information Systems to Better Serve the Customer
By: W. Earl Sasser and Norman Klein
Explores the uses of scanning technology, interactive software, and powerful data bases to assist customer relations representatives in resolving customer complaints. Competitive alliances in international markets are noted, but the focus is on the evolving commitment... View Details
Keywords: Debates; Customer Focus and Relationships; Globalized Markets and Industries; Service Delivery; Alliances; Information Technology; Aerospace Industry
Sasser, W. Earl, and Norman Klein. "British Airways: Using Information Systems to Better Serve the Customer." Harvard Business School Case 395-065, October 1994. (Revised November 1994.)
- 27 Sep 2018
- Working Paper Summaries
Large-Scale Demand Estimation with Search Data
- July 2023
- Case
HealthVerity: Real World Data and Evidence
By: Satish Tadikonda
Andrew Kress (CEO and founder) and his team had built a promising marketplace business at HealthVerity serving its core market in healthcare, with a focus on pharmaceutical R&D and services. Thus far, HealthVerity’s products had been unique to the pharma and pharma... View Details
Tadikonda, Satish. "HealthVerity: Real World Data and Evidence." Harvard Business School Case 824-019, July 2023.
- 06 Jul 2020
- Research & Ideas
The Right Way to Manage Customer Churn for Maximum Profit
the example of an online retailer who suddenly sees a monthly shopper stop buying for two months. “Customers just stop using the service but don’t have to tell the company.” In order to manage churn, companies typically use machine learning technology to crunch View Details