Customization and Personalization - Publications - Faculty & Research

27 Jul 2011
Research & Ideas

Customer Loyalty Programs That Work

The customer rewards cards that clutter wallets and clog key chains of many a shopper may soon be no more, as retailers move from physical to digital (read: mobile apps) forms of loyalty program member... View Details

Keywords: by Maggie Starvish; Retail

2001
Article

Customizing Careers

By: James Waldroop and Timothy Butler

Keywords: Personal Development and Career

Citation

1991
Article

Job Satisfaction, Service Capability and Customer Satisfaction: An Examination of Linkages and Management Implications

By: Leonard A. Schlesinger and Jeffrey Zornitsky

Survey data from 1,277 employees and 4,269 customers of a personal lines insurance organization were analyzed with the following results: (a) employee perceptions of service quality are positively related to both job satisfaction and self-perceived service capability;... View Details

Keywords: Service Delivery; Satisfaction; Jobs and Positions; Customer Satisfaction

Citation

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07 Apr 2020
Research & Ideas

What Customers Need to Hear from You During the COVID Crisis

media, would need to be rethought. Recognizing that their existing brand creative might strike the wrong tone with people fearful for their own and their community’s health, and anxious about their View Details

Keywords: by Jill Avery and Richard Edelman

Research Summary

Customer Management in Business-to-Business Markets

By: Das Narayandas

Das Narayandas is engaged in ongoing research on vendor firms' management of long-term customer relationships. The initial phase of his research involved identifying vendors that stood to benefit from long-term relationships with select sets of customers and... View Details

16 Jun 2020
Research & Ideas

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

The coronavirus shock has disrupted more than jobs, supply chains, and financial markets. Your customer has changed fundamentally, too. The number one task for many companies now is discovering where their... View Details

Keywords: by Rohit Deshpandé, Ofer Mintz, and Imran S. Currim; Retail; Service

February 2024 (Revised February 2024)
Teaching Note

Travelogo: Understanding Customer Journeys

By: Eva Ascarza and Ta-Wei Huang

Teaching Note for HBS Exercise 524-044. The exercise aims to teach students about 1) Customer Segmentation; and 2) constructing buying personas, 3) Get actionable insights from clickstream data. View Details

Keywords: Customer Relationship Management; Analysis; Analytics and Data Science; Marketing Strategy; Segmentation; Consumer Behavior; Travel Industry; United States

Citation

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January 1995 (Revised October 1995)
Case

Citibank: Global Customer Management

By: Michael Y. Yoshino and Thomas W. Malnight

Describes Citibank's worldwide operations, which include activities in developing and developed markets. The bank's structure also varies across markets and regions, varying from autonomous national affiliates to an industry/product-based structure in its domestic U.S.... View Details

Keywords: Customer Focus and Relationships; Global Range; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; SWOT Analysis; Emerging Markets; Banking Industry; United States

Citation

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fall 1996
Article

The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study

Citation

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

December 1992 (Revised June 1993)
Case

ACTC Customer Service Department

Focuses on the young general manager of a new cable TV system and on its customer service department. Jeanne LaFrance, the general manager, has an uneasy feeling about the way in which the department is being managed. She sees symptoms of what she suspects are serious... View Details

Keywords: Management; Problems and Challenges; Planning; Customer Focus and Relationships; Performance Evaluation; Telecommunications Industry

Citation

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20 Sep 2007
Research & Ideas

How to be a Customer

Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.99 percent of marketing focuses on how to sell to customers. Very little attention is paid... View Details

Keywords: by John Quelch

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

Citation

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1 Aug 1993
Conference Presentation

Social and Personal Influences on Professional Artist' Creativity

By: Teresa M. Amabile, E. Phillips and M. A. Collins

Keywords: Creativity; Arts; Social Psychology

Citation

1994
Chapter

Customer Transaction Databases: Present Status and Prospects

By: J. A. Deighton, Don Peppers and Martha Rogers

Keywords: Customers; Market Transactions; Information Management; Data and Data Sets

Citation

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June 2013
Teaching Note

Bancaja: Developing Customer Intelligence (A) and (B)

By: F. Asis Martinez-Jerez

Citation

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2015
Working Paper

Customers and Investors: A Framework for Understanding Financial Institutions

By: Robert C. Merton and Robert T. Thakor

Financial institutions have both investors and customers. Investors, such as those who invest in stocks and bonds or private/public-sector guarantors of institutions, expect an appropriate risk-adjusted return in exchange for the financing and risk-bearing that they... View Details

Keywords: Financial Institutions

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April 2009 (Revised July 2009)
Exercise

Bringing AMP Home: Personal Case Study

By: Michael L. Tushman

This exercise helps AMP participants build their own personal case study. They develop a gap statement, do formal root cause analysis, and action planning. This exercise is done for each participant and each phase is shared with living group colleagues. View Details

Keywords: Cases; Personal Development and Career; Education; Management

Citation

2023
Working Paper

Personalized Game Design for Improved User Retention and Monetization in Freemium Games

By: Eva Ascarza, Oded Netzer and Julian Runge

One of the most crucial aspects and significant levers that gaming companies possess in designing digital games is setting the level of difficulty, which essentially regulates the user’s ability to progress within the game. This aspect is particularly significant in... View Details