Publications

01 Oct 2014
What Do You Think?

Is Too Much Focus a Problem?

"Excess of everything is bad it always relates to the matter in point (for example) getting big data about our customers and focusing too deeply on it will lead to not noticing other important facets... View Details

Keywords: by James Heskett

June 2022
Teaching Note

Katie Couric Media: Landing the First Client

By: N. Louis Shipley, William R. Kerr and Paige Boehmcke

Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm. View Details

Keywords: Customer Relationship Management; Marketing; Mergers And Acquisitions; Start-up; Entrepreneurship; Sales; Business and Stakeholder Relations; Media and Broadcasting Industry

2006
Chapter

Linking Customer Management Efforts to Growth and Profitability

By: Das Narayandas and Douglas Bowman

Keywords: Customer Relationship Management; Profit; Business Growth and Maturation

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

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

July 2021 (Revised October 2021)
Case

Allianz Customer Centricity: Is Simplicity the Way Forward?

By: Eva Ascarza and Emilie Billaud

This case explores the tradeoffs between product personalization and simplicity as companies grow. The case presents an opportunity to understand whether and how each of these approaches enables and/or limits companies’ abilities to provide customer satisfaction while... View Details

Keywords: Simplicity; Customer Focus and Relationships; Customization and Personalization; Customer Satisfaction; Performance Efficiency; Strategy; Insurance Industry; Europe; Germany

February 2008 (Revised December 2011)
Case

Weber Shandwick: The Client Relationship Leader Program

By: Robert G. Eccles and Kerry Herman

In 2002 Weber Shandwick, a leading global public relations agency, instituted a Client Relationship Leader (CRL) Program for its top 32 global accounts. The purpose of the program is to ensure that all of the firm's resources across geographies, practice areas, and... View Details

Keywords: Blogs; Competency and Skills; Customer Relationship Management; Organizational Change and Adaptation; Organizational Design; Social and Collaborative Networks; Competitive Advantage; Public Relations Industry

November 2002 (Revised April 2003)
Case

Charoen Pokphand Group: A Renewed Focus

By: Ray A. Goldberg and Cate Reavis

As one of Asia's biggest agriindustrial conglomerates, Charoen Pokphand, although solidly positioned in Thailand, was facing an increasingly competitive and complex business environment in China, where it made 30% of revenues. A change in management of the family-owned... View Details

Keywords: Change Management; Agribusiness; Business Conglomerates; Family Business; Competition; Restructuring; Partners and Partnerships; Agriculture and Agribusiness Industry; Thailand; China

08 Aug 2005
Research & Ideas

A Balanced Scorecard Approach To Measure Customer Profitability

financial performance. Many companies have experienced profitless revenue growth. Scorecard measures of the incidence of unprofitable customers and the magnitude of losses from unprofitable View Details

Keywords: by Robert S. Kaplan

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

March 2022 (Revised March 2022)
Module Note

Managing Customers in the Digital Era

By: Eva Ascarza

The last two decades have witnessed incredible technological advances that have transformed the ways customers connect with each other and enabled firms to track customers in multiple ways through various channels to personalize (and automize) their offerings at... View Details

Keywords: Customer Relationship Management; Customer Focus and Relationships; Technological Innovation

13 Jul 2016
HBS Case

How Uber, Airbnb, and Etsy Attracted Their First 1,000 Customers

who have rides to offer. (Same idea as Airbnb, which connects people needing rooms with home-owners.) So to launch as a platform service, these companies need to find users on both the supply and demand sides. “Poaching View Details

Keywords: by Michael Blanding; Retail; Service; Transportation

25 Jul 2005
Research & Ideas

An Organization Your Customers Understand

payers. For example, an office assistant may order office products to be used by fifty people in a department and paid for by a central accounts payable facility. All these entities are customers. The advice to managers: "Look at all... View Details

Keywords: by Robert Simons

February 2018
Article

Retention Futility: Targeting High-Risk Customers Might Be Ineffective.

By: Eva Ascarza

Companies in a variety of sectors are increasingly managing customer churn proactively, generally by detecting customers at the highest risk of churning and targeting retention efforts towards them. While there is a vast literature on developing churn prediction models... View Details

Keywords: Retention/churn; Proactive Churn Management; Field Experiments; Heterogeneous Treatment Effect; Machine Learning; Customer Relationship Management; Risk Management

Read Now

20 Dec 2017
Lessons from the Classroom

How to Design a Better Customer Experience

being ordinary, mediocre, and forgettable. That’s because many organizations tackle customer experience by relying on haphazard efforts, Thomke says, like brainstorming, trial View Details

Keywords: by Dina Gerdeman; Health; Entertainment & Recreation

July 2005 (Revised January 2011)
Case

Understanding Customer Profitability at Charles Schwab

By: Francisco de Asis Martinez-Jerez

Charles Schwab is transforming into a customer-centric organization. Central to this cultural and organizational change is the utilization of customer profitability at different decision-making levels. Examines several technical aspects of the ABC cost system, as well... View Details

Keywords: Organizational Change and Adaptation; Motivation and Incentives; Customer Relationship Management; Customer Value and Value Chain; Activity Based Costing and Management; Decision Making; Organizational Culture; Profit; Performance Evaluation; Budgets and Budgeting