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  • All HBS Web  (8,210)
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  • April 2006 (Revised April 2008)
  • Course Overview Note

Managing Service Operations: Understanding the Customer Operating Role

By: Frances X. Frei
Describes Managing Service Operations: Understanding the Customer Operating Role, a second-year MBA course that consists of three modules. The first module, Conceptualizing the Customer Operating, explores the operational challenges and opportunites of managing... View Details
Keywords: Service Operations
Citation
Related
Frei, Frances X. "Managing Service Operations: Understanding the Customer Operating Role." Harvard Business School Course Overview Note 606-092, April 2006. (Revised April 2008.)​
  • November 2004
  • Article

Linking Customer Management Effort to Customer Profitability in Industrial Markets

By: Douglas Bowman and Das Narayandas
Keywords: Customers; Management; Profit; Markets
Citation
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Bowman, Douglas, and Das Narayandas. "Linking Customer Management Effort to Customer Profitability in Industrial Markets." Journal of Marketing Research (JMR) 41, no. 4 (November 2004).
  • Research Summary

Consumer-Brand Relationships and CRM

By: Jill J. Avery
This highly pragmatic stream investigates the contemporary practice of customer relationship management (CRM) by exploring the phenomenological, lived experience of consumers' relationships with brands.  Using a contracting theory lens supplemented with knowledge of... View Details
  • March 2017
  • Exercise

Designing Transformational Customer Experiences

By: Stefan Thomke
Anyone who has recently travelled, gone shopping, or tried to have a problem solved may have little recollection of the experience. Worse yet, some are frustrated by the lack of responsiveness or empathy that they encountered. The reality is that most customer... View Details
Keywords: Customer Experience; Exercise; Learning By Doing; LEGO; Storytelling; Customer Satisfaction; Design; Innovation and Management; Transformation; Service Delivery
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Thomke, Stefan. "Designing Transformational Customer Experiences." Harvard Business School Exercise 617-051, March 2017.
  • 2023
  • Working Paper

The Customer Journey as a Source of Information

By: Nicolas Padilla, Eva Ascarza and Oded Netzer
In the face of heightened data privacy concerns and diminishing third-party data access, firms are placing increased emphasis on first-party data (1PD) for marketing decisions. However, in environments with infrequent purchases, reliance on past purchases 1PD... View Details
Keywords: Customer Journey; Privacy; Consumer Behavior; Analytics and Data Science; AI and Machine Learning; Customer Focus and Relationships
Citation
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Padilla, Nicolas, Eva Ascarza, and Oded Netzer. "The Customer Journey as a Source of Information." Harvard Business School Working Paper, No. 24-035, October 2023. (Revised October 2023.)
  • March 13, 2023
  • Article

Sales Teams Need to Stop Focusing on the Customer Funnel

By: Frank V. Cespedes
Understanding where customers are, how they navigate streams in your market, and how to interact with them in a given stream is now central to crafting a good customer experience, and that has implications. Among other things, companies need to shift from thinking... View Details
Keywords: Customer Experience; Customer Value and Value Chain; Customer Relationship Management; Consumer Behavior
Citation
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Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023).
  • August 2002
  • Article

Seven Barriers to Customer Equity Management

By: D. Bell, J. Deighton, W. J. Reinartz, R. T. Rust and G. Swartz
Keywords: Equity; Management
Citation
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Bell, D., J. Deighton, W. J. Reinartz, R. T. Rust, and G. Swartz. "Seven Barriers to Customer Equity Management." Journal of Service Research 5, no. 1 (August 2002): 77–85.
  • 2021
  • Working Paper

If Customer Relationships Matter, Why Do Businesses Play Tricks with Their Prices?

By: Julia von Schuckmann, Marco Bertini and Ann Kronrod
Citation
Related
von Schuckmann, Julia, Marco Bertini, and Ann Kronrod. "If Customer Relationships Matter, Why Do Businesses Play Tricks with Their Prices?" Working Paper, 2021.
  • July – August 1996
  • Article

Manage Marketing by the Customer Equity Test

By: Robert C. Blattberg and J. A. Deighton
Keywords: Marketing; Customers
Citation
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Blattberg, Robert C., and J. A. Deighton. "Manage Marketing by the Customer Equity Test." Harvard Business Review 74, no. 4 (July–August 1996): 136–144.
  • 1988
  • Chapter

Using Life Stage Theory to Manage Work Relationships

By: J. A. Davis and R. Taguiri
Keywords: Employee Relationship Management; Labor and Management Relations
Citation
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Davis, J. A., and R. Taguiri. "Using Life Stage Theory to Manage Work Relationships." In Fourteen Steps in Managing an Aging Workforce, edited by Helen Dennis. Lexington Books, 1988.
  • June 2016
  • Teaching Note

Relating to Peapod

By: Jill Avery and Susan Fournier
This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the... View Details
Keywords: Brand Management; Customer Relationship Management; CRM; Customer Behavior; Consumer Behavior; Retailing; Marketing; Marketing Strategy; Brands and Branding; Marketing Channels; E-commerce; Retail Industry; United States
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Avery, Jill, and Susan Fournier. "Relating to Peapod." Harvard Business School Teaching Note 316-175, June 2016.
  • 1995
  • Working Paper

Managing Marketing by the Customer Equity Criterion

By: Robert C. Blattberg and John Deighton
Citation
Related
Blattberg, Robert C., and John Deighton. "Managing Marketing by the Customer Equity Criterion." Harvard Business School Working Paper, No. 96-017, October 1995.
  • March 2018
  • Article

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift
In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn.... View Details
Keywords: Customer Retention; Churn; Customer Relationship Management; Measurement and Metrics
Citation
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Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost, and Rom Schrift. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 65–81.
  • September–October 1987
  • Article

Manage Customers for Profits (Not Just Sales)

By: Benson P. Shapiro, V. K. Rangan, Rowland T. Moriarty and Elliot Ross
Keywords: Customers; Profit; Management; Sales
Citation
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Shapiro, Benson P., V. K. Rangan, Rowland T. Moriarty, and Elliot Ross. "Manage Customers for Profits (Not Just Sales)." Harvard Business Review 65, no. 5 (September–October 1987).
  • Article

Too Hot to Handle? How to Manage Relationship Conflict

By: A. C. Edmondson and D. M. Smith
Keywords: Management; Relationships; Conflict and Resolution
Citation
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Edmondson, A. C., and D. M. Smith. "Too Hot to Handle? How to Manage Relationship Conflict." California Management Review 49, no. 1 (Fall 2006): 6–31.
  • February 2013 (Revised March 2013)
  • Case

Agero: Enhancing Capabilities for Customers

By: Robert Simons and Natalie Kindred

This case illustrates the importance of choosing a primary customer as the basis for organization design. Cross Country Group managers adjusted resource allocation, organization design and performance measures over time to transform Cross Country Group from an... View Details

Keywords: Entrepreneurial Management; Entrepreneurial Gap; Entrepreneurship; Auto Industry; Insurance; Performance Management; Performance Measurement; Performance Measures; Performance Pressure; Decisions; Family Business; Resource Allocation; Organizational Design; Customer Focus and Relationships; Performance Evaluation; Growth and Development Strategy; Service Industry
Citation
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Simons, Robert, and Natalie Kindred. "Agero: Enhancing Capabilities for Customers." Harvard Business School Case 113-001, February 2013. (Revised March 2013.)
  • Research Summary

Consumer's Relationships with Technologies

 

Susan M. Fournier is involved with two lines of research investigating consumers' relationships with technological products. The first project (with Professor David Mick of the University of Wisconsin) concerns 'everyday technologies' such as... 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
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Goldberg, Lena G. "Legal Analysis: Customers." Harvard Business School Module Note 315-062, December 2014. (Revised February 2023.)
  • January 2014 (Revised November 2021)
  • Case

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details
Keywords: CRM; Retailing; Marketing; Consumer Behavior; Customer Relationship Management; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Retail Industry; United States
Citation
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Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Case 314-076, January 2014. (Revised November 2021.)
  • 2000
  • Article

The Consequences of Customization on the Use of Management Accounting Systems

By: J. Bouwens and Margaret A. Abernethy
The understanding of the antecedent conditions influencing the design of management accounting systems (MASs) is very limited. In recent years, significant research attention has been devoted to understanding how different strategic priorities influence these systems.... View Details
Keywords: Organizational Design; Management Systems; Accounting; Customization and Personalization
Citation
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Bouwens, J., and Margaret A. Abernethy. "The Consequences of Customization on the Use of Management Accounting Systems." Accounting, Organizations and Society 25, no. 3 (April 2000): 221–241.
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