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- All HBS Web
(1,982)
- People (2)
- News (561)
- Research (1,017)
- Events (4)
- Multimedia (13)
- Faculty Publications (321)
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- 07 Apr 2020
- Research & Ideas
What Customers Need to Hear from You During the COVID Crisis
need, the new world for brands will have trust at its core. The mandate to brands from global consumers is clear: step up and help, not just your own customers and employees, but the world at large; protect all, support and care for all,... View Details
Keywords: by Jill Avery and Richard Edelman
- June 1999 (Revised August 2004)
- Case
Friendly Fenway Program, The: The Value of Experience Enhancement
The marketing head of the Boston Red Sox is reviewing the team's "Friendly Fenway" fan satisfaction program. The program is described in the context of the team's on-the-field performance, the ballpark's character, and team marketing and fan-building in general. The... View Details
Keywords: Customer Satisfaction; Revenue; Framework; Management; Marketing Reference Programs; Performance; Boston
Greyser, Stephen A. "Friendly Fenway Program, The: The Value of Experience Enhancement." Harvard Business School Case 599-035, June 1999. (Revised August 2004.)
- Forthcoming
- Article
Mitigating the Negative Effects of Customer Anxiety Through Access to Human Contact
By: Michelle A. Kinch and Ryan W. Buell
Prior research in social psychology has shown that when people feel anxious, they seek advice from others. However, companies that operate in high-anxiety settings (like financial services, health care, and education) are increasingly deploying self-service... View Details
- May–June 2023
- Article
Which Firms Gain from Digital Advertising? Evidence from a Field Experiment
By: Weijia Dai, Hyunjin Kim and Michael Luca
Measuring the returns of advertising opportunities continues to be a challenge for many
businesses. We design and run a field experiment in collaboration with Yelp across 18,294
firms in the restaurant industry to understand which types of businesses gain more from... View Details
Dai, Weijia, Hyunjin Kim, and Michael Luca. "Which Firms Gain from Digital Advertising? Evidence from a Field Experiment." Marketing Science 42, no. 3 (May–June 2023): 429–439.
- 21 Jul 2003
- Research & Ideas
Don’t Get Buried in Customer Data—Use It
Experience Economy (Harvard Business School Press, 1999), because "most practitioners have taken the concept of one-to-one marketing and bastardized it into CRM. They're using CRM tools to design better processes for a nonexistent... View Details
Keywords: by Jean Ayers
- 10 Jul 2017
- Op-Ed
Op-Ed: It’s a Bad Idea to Ban Customers From Recording Videos
Consumers delight in using smartphones to record their experiences and surroundings, but for businesses, such devices present tricky challenges. Suppose a customer encounters a hair in her food, a spill in... View Details
- Article
How Elastic Are Preferences for Redistribution? Evidence from Randomized Survey Experiments
By: Ilyana Kuziemko, Michael I. Norton, Emmanuel Saez and Stefanie Stantcheva
We analyze randomized online survey experiments providing interactive, customized information on U.S. income inequality, the link between top income tax rates and economic growth, and the estate tax. The treatment has large effects on views about inequality but only... View Details
Kuziemko, Ilyana, Michael I. Norton, Emmanuel Saez, and Stefanie Stantcheva. "How Elastic Are Preferences for Redistribution? Evidence from Randomized Survey Experiments." American Economic Review 105, no. 4 (April 2015): 1478–1508.
- 01 Apr 2024
- In Practice
Navigating the Mood of Customers Weary of Price Hikes
price hikes than others. What does this mean in practice? Even if inflation is slowing down, depending on where you live and what you buy, you may not experience this slowing down to the same degree as the official measures suggest. Let’s... View Details
- 13 Jul 2016
- HBS Case
How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers
that customers would have a great experience virtually every time they used the service—and they could then rely on customers to spread the news of that View Details
- June 29, 2022
- Other Article
Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation
By: Michael Luca, Ginger Zhe Jin and Daniel Martin
Credit card companies must decide what product features to disclose to consumers, such as payment schedules, penalties, and fees--and also whether to present them clearly or bury them in the fine print. Firms face similar choices in settings ranging from privacy... View Details
Keywords: Obfuscation; Credit Cards; Strategic Incentives; Complexity; Agreements and Arrangements; Customers; Consumer Behavior; Financial Services Industry
Luca, Michael, Ginger Zhe Jin, and Daniel Martin. "Strategic Complexity? Using Experiments to Understand and Overcome Obfuscation." Management Science Review (June 29, 2022). (Summary of "Complex Disclosure," Management Science, May 2022.)
- 24 Oct 2023
- Research & Ideas
When Tech Platforms Identify Black-Owned Businesses, White Customers Buy
Democratic-leaning areas. And new customers of Black-owned businesses were more likely to be white, based on an analysis of reviewers’ profile photos, relative to prior customers. Luca and his coauthors also worked with Wayfair to analyze... View Details
- 22 Feb 2021
- Book
Reaching Today's Omnichannel Customer Takes a New Sales Strategy
components: actionable customer selection criteria (because resources spent on accounts A and B are not available for accounts C, D, and so on); clarity about the buying process for target customers as it... View Details
Keywords: by Kristen Senz
- Article
Fighting Bias on the Front Lines
By: Alexandra C. Feldberg and Tami Kim
Most companies aim for exceptional customer service, but too few are attentive to the subtle discrimination by frontline employees that can alienate customers, lead to lawsuits, or even cause lasting brand damage by going viral.
This article presents research... View Details
This article presents research... View Details
Keywords: Customer Service; Customer Focus and Relationships; Service Delivery; Diversity; Prejudice and Bias; Organizational Change and Adaptation
Feldberg, Alexandra C., and Tami Kim. "Fighting Bias on the Front Lines." Harvard Business Review 99, no. 6 (November–December 2021): 90–98.
- July–August 2024
- Article
Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response,
which requires identifying differences in customer sensitivity, typically through the conditional average treatment
effect (CATE) estimation. In theory, to... View Details
Keywords: Long-run Targeting; Heterogeneous Treatment Effect; Statistical Surrogacy; Customer Churn; Field Experiments; Consumer Behavior; Customer Focus and Relationships; AI and Machine Learning; Marketing Strategy
Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Marketing Science 43, no. 4 (July–August 2024): 863–884.
- 14 Jul 2020
- Research & Ideas
Restarting Under Uncertainty: Managerial Experiences from Around the World
considered essential? How could employees’ safety be guaranteed? And, most recently, how can businesses preserve financial viability in the face of rapidly declining demand for products and services? The experiences we collected show... View Details
- October 2010
- Case
The Cleveland Clinic: Improving the Patient Experience (Abridged)
By: Ananth Raman, Anita L. Tucker and Rachel Gordon
Healthcare has traditionally focused on medical outcomes and financial performance. The big question is always, "How much is it going to cost?" What would happen though if healthcare also considered question of "How does the patient feel?" This case looks at the... View Details
Keywords: Customer Satisfaction; Ethics; Health Care and Treatment; Six Sigma; Performance Improvement; Safety; Value Creation
Raman, Ananth, Anita L. Tucker, and Rachel Gordon. "The Cleveland Clinic: Improving the Patient Experience (Abridged)." Harvard Business School Case 611-015, October 2010.
- 07 Oct 2019
- Sharpening Your Skills
How Companies Can Make Up with (Very) Unhappy Customers
customer experience faces cutbacks, what services get chopped? Fix This! Why is it so Painful to Buy a New Car? Car-buying sends shivers up the backbones of American consumers, so why hasn’t the industry... View Details
- 13 Mar 2023
- Research & Ideas
The Power of Personal Connections: How Shared Experiences Boost Performance
through those ties and may take pride in a reputation for a higher standard of performance when observed by a valued peer, the researchers note. In some ways, analogous effects may be observed in customer service in other professions and... View Details
- 20 May 2019
- Research & Ideas
Activist CEOs Are Rising Up—and Their Customers Are Listening
When former Starbucks CEO Howard Schultz announced earlier this year he was thinking about running for president of the United States, it wasn’t a new idea. Past CEOs seeking the White House have included Carly Fiorina, Ross Perot, Herman Cain, Steve Forbes, Mitt... View Details
Keywords: by Michael Blanding
- May 2007
- Case
Westin Hotels and Resorts: Operations of a Lifestyle Experience
By: Frances X. Frei, Chekitan S. Dev and Laure Mougeot Stroock
Westin Hotels and Resorts adopted a new "lifestyle" brand strategy which provided guests with a new service experience. The dilemma Westin faced was how to operationally build a brand that delivered consistent service on intangible values. View Details
Keywords: Customer Relationship Management; Decision Choices and Conditions; Growth Management; Brands and Branding; Service Operations; Value Creation; Tourism Industry
Frei, Frances X., Chekitan S. Dev, and Laure Mougeot Stroock. "Westin Hotels and Resorts: Operations of a Lifestyle Experience." Harvard Business School Case 607-129, May 2007.