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  • All HBS Web  (6,262)
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  • December 2015 (Revised October 2018)
  • Exercise

Customer Compatibility Exercise

By: Ryan W. Buell
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Buell, Ryan W. "Customer Compatibility Exercise." Harvard Business School Exercise 616-043, December 2015. (Revised October 2018.)
  • 04 Jun 2012
  • News

Customers Don't Want More Features

  • 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
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Bell, David R., Santiago Gallino, and Antonio Moreno. "Customer Supercharging in Experience-Centric Channels." Management Science 66, no. 9 (September 2020).

    Customer Supercharging in Experience-Centric Channels

    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”... View Details

    • 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
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    Narayandas, Das. "Customer Management Strategy in Business Markets." Harvard Business School Background Note 503-060, May 2003.
    • 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
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    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.)
    • 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
    Keywords: Customer Relationship Management; Banking Industry; Spain
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    Martinez-Jerez, Francisco de Asis, and Katherine Miller. "Bancaja: Developing Customer Intelligence (A)." Harvard Business School Case 107-055, February 2007. (Revised May 2007.)
    • 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
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    Groysberg, Boris, and Annelena Lobb. "California Closets: Organizing the Customer Experience." Harvard Business School Case 419-004, November 2018. (Revised May 2019.)
    • 2005
    • Book

    Customer Equity Management

    By: Roland T Rust, Katherine N Lemon and Das Narayandas
    Keywords: Customers; Equity; Management
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    Rust, Roland T., Katherine N Lemon, and Das Narayandas. Customer Equity Management. Upper Saddle River, NJ: Pearson Prentice Hall, 2005.
    • 31 Jul 2012
    • News

    When to Disappoint Your Customers

    • 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
    Keywords: Profit; Customer Relationship Management
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    Narayandas, Das. "Linking Customer Management Effort to Profits." Harvard Business School Background Note 503-084, March 2003.
    • 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
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    Frei, Frances X., and Dennis Campbell. "GuestFirst Hotel (A): Customer Loyalty." Harvard Business School Case 602-099, November 2001. (Revised October 2017.)
    • 16 Nov 2016
    • News

    Turning One Thousand Customers into One Million

    • 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

    Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy
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    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.
    • January 1991 (Revised January 1993)
    • Case

    Xerox Corp.: The Customer Satisfaction Program

    In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer... View Details
    Keywords: Customer Satisfaction; Consumer Products Industry; Electronics Industry
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    Menezes, Melvyn A. "Xerox Corp.: The Customer Satisfaction Program." Harvard Business School Case 591-055, January 1991. (Revised January 1993.)
    • 21 Apr 2008
    • Research & Ideas

    The New Math of Customer Relationships

    It's the E=MC2 of customer loyalty. Deeply satisfied employee = deeply satisfied customer = lifelong profit. Harvard Business School professor emeritus Jim Heskett and professor Earl Sasser have pursued this... View Details
    Keywords: by Sean Silverthorne
    • 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
    • Spring 2014
    • Article

    The High Price of Customer Satisfaction

    By: Timothy Keiningham, Sunil Gupta, Lerzan Aksoy and Alexander Buoye
    Managers often assume that improving customer satisfaction and financial performance go hand in hand. The reality, however, is much more complex. View Details
    Keywords: Customer Satisfaction; Performance
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    Keiningham, Timothy, Sunil Gupta, Lerzan Aksoy, and Alexander Buoye. "The High Price of Customer Satisfaction." MIT Sloan Management Review 55, no. 3 (Spring 2014).
    • 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
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    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.
    • July 2003 (Revised April 2011)
    • Case

    Singapore Airlines: Customer Service Innovation

    By: Rohit Deshpande and Hal Hogan
    The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the... View Details
    Keywords: Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore
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    Deshpande, Rohit, and Hal Hogan. "Singapore Airlines: Customer Service Innovation." Harvard Business School Case 504-025, July 2003. (Revised April 2011.)
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