Customer Retention - Publications - Faculty & Research

Web

Digital Marketing & AI Workshop - Course Catalog

on AI-driven marketing efficiency, students will explore how emerging tools can accelerate customer acquisition and retention while optimizing costs. Ideal for students pursuing careers in consumer... View Details

28 Aug 2019
Blog Post

Know Your Audience: Recruiting HBS Students for Investment Banking

addition, Kurt notes that students he coaches are consistently drawn to banks with a strong HBS alumni presence. “Banks that show HBS alumni retention over one, two, and three years tend to get high response (in terms of interest and... View Details

01 Jun 2016
News

Feedback

design a similar program where its cards can be given to frequent-fliers or very high-value customers to drive retention and repurchase for the client company. —Andy Kaplan (MBA 1978) via alumni.hbs.edu View Details

25 Aug 2022
News

Case Study: Sound Check

improved long-term retention rates. In the early days, it’s best to optimize for product feedback. If it’s easier to sell to smaller customers (with more volume), stick with this segment and treat the... View Details

Keywords: Management, Scientific, and Technical Consulting Services; Professional Services

11 Sep 2000
Research & Ideas

Riding the Internet Fast Track

Finally, if the ease of customer retention is high, early investment in customer acquisition can pay dividends over a longtime horizon. For example, Web users find changing... View Details

Keywords: by Peter Jacobs

August 1999 (Revised January 2002)
Case

Brita Products Company, The

By: John A. Deighton

Clorox's Brita skillfully exploits a tide of water safety concerns, growing a home water (filtration) business from inception to a 15% U.S. household penetration in ten years. The dilemma in the case arises as the period of increasing returns seems to be drawing to a... View Details

Keywords: Customer Value and Value Chain; Acquisition; Retention; Safety; Natural Environment; Emerging Markets; Investment Return; Equity; Demand and Consumers; United States

Citation

Educators

Purchase

01 Feb 1997
News

OPM Celebrates 21st Anniversary at Gala Florida Reunion

H. Schiff Professor of Investment Banking. Drawing on his extensive research on a subject he calls his "passion" - customer loyalty - Sasser led a lively discussion on the topic of customer View Details

29 Sep 2009
First Look

First Look: September 29

would acting in time, i.e., not waiting until politics demands action, make a difference? What should our policy actually be? We need to get energy policy right this time—Gallagher and her colleagues help lead the way. The Cost Structure, View Details

Keywords: Martha Lagace

30 Dec 2013
Research & Ideas

Most Popular Articles of 2013

Lemmens and Sunil Gupta provides a novel method for determining which customers to target in order to maximize the profit of a retention campaign. The Impact of Patent Wars on Firm Strategy: Evidence from... View Details

Keywords: by Staff

14 Nov 2016
Op-Ed

5 Lessons I Hope Marketers Don’t Learn from Donald Trump

dreams of consumers, because a brand that’s built on such appeals will find it hard to grow to be a source of pride. Apparently misogyny, xenophobia, and contempt for the disabled have worked as customer acquisition tools for soon-to-be... View Details

Keywords: by John A. Deighton

22 Aug 2017
First Look

First Look at New Research and Ideas, August 23

forget more than 80% of the information they were taught within 90 days. To increase retention and effectiveness, companies should offer reps additional training at times of need, provide them with access to supplemental material that... View Details

Keywords: Sean Silverthorne

01 Dec 2022
News

Case Study: Your Call Is Important to Us

custom voice system, which means there’s a whole range of small- and mid-sized businesses that are underserved,” Sambvani says. With Slang.ai, he’s offering mid-market companies access to these more sophisticated tools that can... View Details

Keywords: Computer Systems Design and Related Services; Professional Services

02 Jan 2008
Research & Ideas

Most Popular Stories 2007

retention in this Q&A. Making the Move to General Manager Managers face a critical transition when they rise from functional expert to general manager. It's an exciting shift but it's also fraught with pitfalls. A new executive... View Details

Keywords: by Sean Silverthorne

04 Sep 2019
News

Clicks and Mortar

ego-expressive, experiential, social, and recreational goals into the journey, so that each customer acquisition, distribution, and retention channel is contributing in a different way. I think it’s... View Details

Keywords: Jen McFarland Flint; Miscellaneous Store Retailers; Retail Trade

01 Dec 2017
News

Case Study: The Doctor Deficit

develop a solid business model with value-added services. It’s difficult to have exclusivity for this type of marketplace, so retention is key. —Yishan Cao (MBA 2007) Case Study Update: QE Solar Three years ago, QE Solar founder Ken... View Details

Keywords: April White

01 Dec 2014
News

Case Study: Growing the Family Business

cleanliness and are staffed with teachers who use a proprietary curriculum to create an educational environment. Customers pay a significant premium for convenience—as much as $13 an hour for infant care versus $4 an hour or less for... View Details

Keywords: childcare; Finance

20 Dec 2022
Blog Post

7 Resolutions for Recruiting in the New Year

retaining, and developing talent who bring different perspectives, varied skills, and unique life experiences.Resolve to do a talent audit. Is your senior leadership representative of your full team and the customers you serve, across... View Details

Keywords: All Industries

Web

Online Digital Marketing Strategy Course | HBS Online

Bornstein, THE YES CEO Raja Rajamannar, Mastercard CMO Show Hide Details Concepts Personalization From Storytelling to Story-Making Connecting Customers and Building Community Featured Exercises Investigate reasons for View Details

February 2022
Teaching Note

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli

Teaching Note for HBS Case No. 521-069. AptDeco, a used furniture marketplace, was growing rapidly in the tri-state area. The co-founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120... View Details

Keywords: E-Commerce Strategy; Mobile; Word-of-Mouth; Word Of Mouth; Word-of-mouth Marketing; Internet Marketing; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-Sided Markets; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; African-American Protagonist; Circular; Peer-to-peer Markets; Furniture Industry; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Digital Platforms; Marketing Channels; Digital Marketing; Consumer Behavior; Acquisition; Retention; Growth and Development Strategy; Customer Focus and Relationships; Expansion; Brands and Branding; E-commerce; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, NY); New York (state, US)