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Show Results For
- All HBS Web
(6,447)
- People (3)
- News (1,341)
- Research (4,131)
- Events (16)
- Multimedia (81)
- Faculty Publications (2,891)
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- November 2011 (Revised August 2012)
- Background Note
Customer Visits for Entrepreneurs
Provides practical guidelines for conducting customer visits to explore and validate demand for an entrepreneurial offering. Reviews conditions under which visits will yield superior insights, compared to other research methods. Describes criteria for selecting visit... View Details
Cespedes, Frank V. "Customer Visits for Entrepreneurs." Harvard Business School Background Note 812-098, November 2011. (Revised August 2012.)
- Article
Respect Your Customers
By: John A. Quelch and Katherine E. Jocz
Quelch, John A., and Katherine E. Jocz. "Respect Your Customers." Leader to Leader, no. 61 (Summer 2011): 36–42.
- December 2015 (Revised October 2018)
- Exercise
Customer Compatibility Exercise
By: Ryan W. Buell
Buell, Ryan W. "Customer Compatibility Exercise." Harvard Business School Exercise 616-043, December 2015. (Revised October 2018.)
- September 2020
- Article
Customer Supercharging in Experience-Centric Channels
By: David R. Bell, Santiago Gallino and Antonio Moreno
We conjecture that for online retailers, experience-centric offline store formats do not simply expand market coverage, but rather, serve to significantly amplify future positive customer behaviors, both online and offline. We term this phenomenon “supercharging” and... View Details
Keywords: Retail Operations; Marketing-operations Interface; Omnichannel Retailing; Experience Attributes; Quasi-experimental Methods; Operations; Internet and the Web; Marketing Channels; Consumer Behavior; Retail Industry
Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).
- February 2007 (Revised May 2008)
- Supplement
Bancaja: Developing Customer Intelligence (B)
In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it... View Details
Keywords: Customer Relationship Management; Credit Cards; Analytics and Data Science; Knowledge Use and Leverage; Marketing Strategy; Banking Industry; Spain
Martinez-Jerez, Francisco de Asis, and Katherine Miller. "Bancaja: Developing Customer Intelligence (B)." Harvard Business School Supplement 107-066, February 2007. (Revised May 2008.)
- May 2003
- Background Note
Customer Management Strategy in Business Markets
By: Das Narayandas
Describes in detail customer management strategies in business markets, including selection decisions, design and management of customer relationship strategies, monitoring the health of customer relations, and linking the vendors' customer management effort to... View Details
Keywords: Customer Focus and Relationships; Customer Relationship Management; Decision Making; Networks; Customization and Personalization; Manufacturing Industry
Narayandas, Das. "Customer Management Strategy in Business Markets." Harvard Business School Background Note 503-060, May 2003.
- April 2011
- Module Note
How Customer Information Systems Drive Strategy: Customer Profitability
By: Francisco de Asis Martinez-Jerez
Martinez-Jerez, Francisco de Asis. "How Customer Information Systems Drive Strategy: Customer Profitability." Harvard Business School Module Note 111-098, April 2011.
- September 2010 (Revised August 2011)
- Background Note
Pricing, Profits, and Customer Value
By: Frank V. Cespedes, Benson P. Shapiro and Elliot B. Ross
This note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price.... View Details
Keywords: Customer Focus and Relationships; Customer Value and Value Chain; Cost; Price; Profit; Performance Effectiveness; Sales; Competitive Strategy
Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. "Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, September 2010. (Revised August 2011.)
- November 2018 (Revised May 2019)
- Case
California Closets: Organizing the Customer Experience
By: Boris Groysberg and Annelena Lobb
California Closets had used robust net promoter score (NPS) data, surveyed across its locations, to create a more consistent and satisfying customer experience. CEO Bill Barton wanted to further optimize the customer experience around best practices. He also wanted to... View Details
Keywords: Net Promoter Score; Customer Relationship Management; Customer Satisfaction; Customers; Acquisition; Demographics; Strategy
Groysberg, Boris, and Annelena Lobb. "California Closets: Organizing the Customer Experience." Harvard Business School Case 419-004, November 2018. (Revised May 2019.)
- 2006
- Working Paper
The Value of a 'Free' Customer
By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz
Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details
Gupta, Sunil, Carl F. Mela, and Jose M. Vidal-Sanz. "The Value of a 'Free' Customer." Harvard Business School Working Paper, No. 07-035, December 2006.
- Research Summary
Managing Customer Information
By: Frances X. Frei
After a service offering is implemented, firms routinely collect significant
amounts of data, including customer, employee, and firm financial data. However,
service firms are not nearly as effective as they could be in taking advantage
of these data. This research... View Details
- 25 Jul 2005
- Research & Ideas
An Organization Your Customers Understand
to solve the organization structure problem. The solution will be derived through analysis of the first of our four Cs: customer definition. Using an "outside-in" approach, we will start by designing units that work most closely... View Details
Keywords: by Robert Simons
- March 2003
- Background Note
Monitoring the Health of Customer Relationships
By: Das Narayandas
Discusses the role of satisfaction and loyalty measurement in monitoring the health of customer relationships. View Details
- October 2001 (Revised October 2017)
- Case
Pilgrim Bank (A): Customer Profitability
By: Frances X. Frei and Dennis Campbell
Provides a context in which students can explore managerial decision making that is critically informed by data analysis. The setting is a retail bank and the decision making relates to the bank's policy toward online banking. The management team is evaluating whether... View Details
Frei, Frances X., and Dennis Campbell. "Pilgrim Bank (A): Customer Profitability." Harvard Business School Case 602-104, October 2001. (Revised October 2017.)
- February 2007 (Revised May 2007)
- Case
Bancaja: Developing Customer Intelligence (A)
In 1996, CEO Fernando Garcia Checa wanted to make customer analytics a part of Bancaja's new strategy. Bancaja, a savings bank based in Valencia, Spain, was expanding and wanted to exploit customer information to increase commercial effectiveness. At the same time, it... View Details
Martinez-Jerez, Francisco de Asis, and Katherine Miller. "Bancaja: Developing Customer Intelligence (A)." Harvard Business School Case 107-055, February 2007. (Revised May 2007.)
- 2005
- Book
Customer Equity Management
By: Roland T Rust, Katherine N Lemon and Das Narayandas
Rust, Roland T., Katherine N Lemon, and Das Narayandas. Customer Equity Management. Upper Saddle River, NJ: Pearson Prentice Hall, 2005.
- autumn 2003
- Article
Rediscover Your Customers
By: John A. Quelch and Gail J. McGovern
Quelch, John A., and Gail J. McGovern. "Rediscover Your Customers." European Business Forum, no. 15 (autumn 2003): 91.
- Summer 2025
- Article
Dynamic Competition for Customer Memberships
By: Cristian Chica, Julian Jimenez-Cardenas and Jorge Tamayo
A competitive two-period membership (subscription) market is analyzed. Two symmetric firms charge a “membership” fee that allows consumers to buy products or services at a given unit price for both periods. Firms can choose between long- or short-term memberships. When... View Details
Keywords: Competitive Price Discrimination; Membership; Dynamic Competition; Competition; Price; Consumer Behavior; Business Model
Chica, Cristian, Julian Jimenez-Cardenas, and Jorge Tamayo. "Dynamic Competition for Customer Memberships." Journal of Economics & Management Strategy 34, no. 2 (Summer 2025): 525–556.
- November 2001 (Revised October 2017)
- Case
GuestFirst Hotel (A): Customer Loyalty
By: Frances X. Frei and Dennis Campbell
Provides a hotel context in which to explore the link between customer loyalty and financial performance, using four years of hotel data. Challenges students to find the extent of the relationship between loyalty and performance. View Details
Keywords: Motivation and Incentives; Mathematical Methods; Finance; Performance; Relationships; Customer Focus and Relationships; Data and Data Sets; Accommodations Industry
Frei, Frances X., and Dennis Campbell. "GuestFirst Hotel (A): Customer Loyalty." Harvard Business School Case 602-099, November 2001. (Revised October 2017.)
- March 2003
- Background Note
Linking Customer Management Effort to Profits
By: Das Narayandas
Describes the link between a vendor's customer management effort and customer profitability. View Details