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  • All HBS Web  (2,093)
    • People  (2)
    • News  (321)
    • Research  (1,523)
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    • Multimedia  (4)
  • Faculty Publications  (908)
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  • 17 Jun 2016
  • Op-Ed

Companies Need to Start Marketing Security to Customers

undercut a positive message about a product's benefits with safety warnings. That might make you feel uncomfortable and even dissuade you from buying the brand. You might instead buy a competitive product that doesn't flag safety issues quite as much. "Risk... View Details
Keywords: by John A. Quelch; Entertainment & Recreation
  • September 2022
  • Background Note

On CUE: The Quest for Optimal Customer Unit Economics

By: Elie Ofek, Barak Libai and Eitan Muller
Startups are often evaluated by how well they perform on unit economics, defined as the ratio of a customer’s lifetime value (LTV) to acquisition costs (CAC). A common target for unit economics, advocated by many VCs and analysts, is 3:1 (i.e., LTV/CAC=3). While there... View Details
Keywords: Unit Economics; Business Startups; Performance Evaluation; Customer Value and Value Chain; Customer Relationship Management; Analysis
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Ofek, Elie, Barak Libai, and Eitan Muller. "On CUE: The Quest for Optimal Customer Unit Economics." Harvard Business School Background Note 523-050, September 2022.
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
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Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in Hong Kong.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
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Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in Chicago.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
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Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in Paris.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
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Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in Tokyo.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
Related
Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in Boston.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
Related
Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in New York City.)
  • Conference Presentation

Building and Leading Customer Centric Organizations

By: Ranjay Gulati
Keywords: Organizations; Customer Focus and Relationships
Citation
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Gulati, Ranjay. "Building and Leading Customer Centric Organizations." . (Presented at the Alumni Club in New Delhi.)
  • January 2008 (Revised April 2008)
  • Teaching Note

Pilgrim Bank (B): Customer Retention (TN)

By: Frances X. Frei and Dennis Campbell
Teaching Note for [602095]. View Details
Keywords: Customers; Banks and Banking; Customer Focus and Relationships; Banking Industry
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Frei, Frances X., and Dennis Campbell. "Pilgrim Bank (B): Customer Retention (TN)." Harvard Business School Teaching Note 608-116, January 2008. (Revised April 2008.)
  • March 2003
  • Background Note

Managing a Customer Relationship Over Time

By: Das Narayandas
Describes the different ways in which vendors can sell a portfolio of products to industrial customers. View Details
Keywords: Customer Relationship Management; Management; Marketing Strategy; Product Marketing; Networks; Sales; Manufacturing Industry
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Narayandas, Das. "Managing a Customer Relationship Over Time." Harvard Business School Background Note 503-071, March 2003.
  • March 2011
  • Exercise

Customer Intelligence Advantage: Module 2 Assignment

By: F. Asis Martinez Jerez
This exercise directs students to analyze a customer-centric firm by first understanding the elements that characterize a customer-centric organization, then by capturing and comparing this firm's approach to customer-centricity. Students interview three levels in the... View Details
Keywords: Business Units; Customer Focus and Relationships; Customer Satisfaction; Employees; Knowledge Sharing; Knowledge Use and Leverage; Leadership; Competitive Advantage
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Martinez Jerez, F. Asis. "Customer Intelligence Advantage: Module 2 Assignment." Harvard Business School Exercise 111-118, March 2011.
  • Winter 2013
  • Article

How to Identify the Best Customers for Your Business

By: Frank V. Cespedes, James P. Dougherty and Ben S. Skinner III
How can businesses achieve profitable growth so that their costs don’t grow faster than sales? This article focuses on scaling a venture’s sales process and provides a methodology for identifying core customers and some implications for governance criteria and... View Details
Keywords: Customer Relationship Management; Growth Management; Sales
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Cespedes, Frank V., James P. Dougherty, and Ben S. Skinner III. "How to Identify the Best Customers for Your Business ." MIT Sloan Management Review 54, no. 2 (Winter 2013): 53–59.
  • January 2013
  • Case

Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)

By: Frances X. Frei and Robin J. Ely
On July 17, 2009, Zappos.com, a privately-held online retailer of shoes, clothing, and other soft-line retail categories, learned that Amazon.com, a $19 billion multinational online retailer, had won its Board of Directors' approval to offer to merge the two companies.... View Details
Keywords: Customer Relationship Management; Internet and the Web; Mergers and Acquisitions; Organizational Culture; Growth and Development Strategy; Apparel and Accessories Industry; Retail Industry
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Frei, Frances X., and Robin J. Ely. "Zappos.com 2009: Clothing, Customer Service, and Company Culture (MM)." Harvard Business School Multimedia/Video Case 612-701, January 2013.
  • June 16, 2020
  • Article

Your Customers Have Changed. Here's How to Engage Them Again.

By: Rohit Deshpandé, Ofer Mintz and Imran S. Currim
The coronavirus makes your customers less able and less willing to spend than before. How should you re-engage with them? Advice from Rohit Deshpandé and colleagues. View Details
Keywords: COVID-19; Health Pandemics; Situation or Environment; Customer Relationship Management
Citation
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Deshpandé, Rohit, Ofer Mintz, and Imran S. Currim. "Your Customers Have Changed. Here's How to Engage Them Again." Harvard Business School Working Knowledge (June 16, 2020).
  • 11 Nov 2013
  • Research & Ideas

A Smarter Way to Reduce Customer Defections

often fail to take into account the complete value of the customers they are trying to retain. "What's missing from traditional methods is that they focus only on a customer's likelihood to churn, but not on... View Details
Keywords: by Dina Gerdeman; Retail; Service
  • July 2008
  • Case

Hilton Hotels: Brand Differentiation through Customer Relationship Management

By: Lynda M. Applegate, Gabriele Piccoli and Chekitan Dev
This case analyzes the Hilton Hotels Corporation's CRM strategy at a key juncture in its history, immediately after the firm has been taken private by Blackstone. The case provides students with a comprehensive history of the evolution and IT enablers of Hilton's CRM... View Details
Keywords: Customer Relationship Management; Marketing Strategy; Privatization; Performance Evaluation; Information Technology; Accommodations Industry
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Applegate, Lynda M., Gabriele Piccoli, and Chekitan Dev. "Hilton Hotels: Brand Differentiation through Customer Relationship Management." Harvard Business School Case 809-029, July 2008.
  • January 2021 (Revised May 2021)
  • Case

Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza and Ayelet Israeli
This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers’ privacy in the digital age, the value of customers’ own... View Details
Keywords: Data Analytics; Data Privacy; Data Management; "Marketing Analytics"; Marketing Communication; Marketing Research; Data-driven Management; E-Commerce Strategy; Ethical Decision Making; CRM; Consumer Protection; Targeted Advertising; Targeted Policies; Data Ownership; Marketing; Research; Marketing Communications; Analytics and Data Science; Management; Customer Relationship Management; Ethics; E-commerce; Retail Industry; Technology Industry; United States
Citation
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Ascarza, Eva, and Ayelet Israeli. "Amazon Shopper Panel: Paying Customers for Their Data." Harvard Business School Case 521-058, January 2021. (Revised May 2021.)
  • 1 Nov 1993
  • Conference Presentation

Information Technology's Role in Transforming Customer Service

By: Jim I. Cash Jr.
Keywords: Information Technology; Customer Focus and Relationships
Citation
Related
Cash, Jim I., Jr. "Information Technology's Role in Transforming Customer Service." Paper presented at the Positioning Customer Support for the Twenty-first Century, University of Texas, November 01, 1993.
  • 21 Oct 2002
  • Research & Ideas

The Parable of the Bungled Baggage And the Unhappy Customer

said, "Would Professor Sasser meet the special service agent?"... I was feeling a little uncomfortable because I was going to talk about customer service and customer View Details
Keywords: by W. Earl Sasser
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