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Publications

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    • All HBS Web  (120,178)
      • Faculty Publications  (553)

      Customer Focus and RelationshipsRemove Customer Focus and Relationships →

      ← Page 9 of 553 Results →
      • March 2018 (Revised August 2020)
      • Case

      Alaska Airlines: Empowering Frontline Workers to Make It Right

      By: Ranjay Gulati, Andrew O'Connell and Caroline de Lacvivier
      This case documents the ongoing efforts by Alaska Airlines to enhance its efforts to become more customer centric by empowering its employees using a service framework. It explores how the airline starts with a completely hands-off approach to empowerment in which... View Details
      Keywords: Employee Empowerment; Customer Focus and Relationships; Employees; Service Delivery; Organizational Culture; Integration; Air Transportation Industry
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      Gulati, Ranjay, Andrew O'Connell, and Caroline de Lacvivier. "Alaska Airlines: Empowering Frontline Workers to Make It Right." Harvard Business School Case 418-063, March 2018. (Revised August 2020.)
      • March 2018
      • Article

      In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

      By: Eva Ascarza, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost and Rom Schrift
      In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn.... View Details
      Keywords: Customer Retention; Churn; Customer Relationship Management; Measurement and Metrics
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      Ascarza, Eva, Scott A. Neslin, Oded Netzer, Zachery Anderson, Peter S. Fader, Sunil Gupta, Bruce Hardie, Aurelie Lemmens, Barak Libai, David T. Neal, Foster Provost, and Rom Schrift. "In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions." Special Issue on 2016 Choice Symposium. Customer Needs and Solutions 5, nos. 1-2 (March 2018): 65–81.
      • February 2018 (Revised October 2019)
      • Case

      HubSpot and Motion AI: Chatbot-Enabled CRM

      By: Jill Avery and Thomas Steenburgh
      HubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact... View Details
      Keywords: CRM; Sales Management; Customer Service; Artificial Intelligence; B2B Vs. B2C; Business Marketing; SaaS; Marketing; Marketing Strategy; Brands and Branding; Customer Focus and Relationships; Sales; Salesforce Management; Technological Innovation; Applications and Software; Customer Relationship Management; AI and Machine Learning; Technology Industry; Service Industry; United States; North America
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      Avery, Jill, and Thomas Steenburgh. "HubSpot and Motion AI: Chatbot-Enabled CRM." Harvard Business School Case 518-067, February 2018. (Revised October 2019.)
      • 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
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      Ascarza, Eva. "Retention Futility: Targeting High-Risk Customers Might Be Ineffective." Journal of Marketing Research (JMR) 55, no. 1 (February 2018): 80–98.
      • January 2018 (Revised January 2020)
      • Case

      People Analytics at McKinsey

      By: Jeffrey T. Polzer and Olivia Hull
      A private equity–backed fast food chain has hired McKinsey’s new People Analytics group to help it improve performance. As the final client workshop approaches, Associate Partner Alex DiLeonardo ponders the best way to present the team’s findings, especially those that... View Details
      Keywords: Talent and Talent Management; Customer Relationship Management; Forecasting and Prediction; Cost Management; Human Resources; Employees; Recruitment; Retention; Selection and Staffing; Measurement and Metrics; Performance; Performance Capacity; Performance Efficiency; Performance Evaluation; Performance Improvement; Consulting Industry; Service Industry
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      Polzer, Jeffrey T., and Olivia Hull. "People Analytics at McKinsey." Harvard Business School Case 418-023, January 2018. (Revised January 2020.)
      • January 2018 (Revised January 2021)
      • Background Note

      Customer Lifetime Social Value (CLSV)

      By: Elie Ofek, Barak Libai and Eitan Muller
      One of the hallmarks of the digital revolution is the rise of the socially connected consumer. Concomitantly, the ability of companies to affect and measure the social interactions among customers has grown tremendously. Consequently, in assessing the full value of... View Details
      Keywords: Customer Lifetime Value; Customer Management; Social Contagion; Word Of Mouth; Customer Engagement; Customer Value and Value Chain; Measurement and Metrics; Customer Relationship Management
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      Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Background Note 518-077, January 2018. (Revised January 2021.)
      • January 2018 (Revised August 2020)
      • Background Note

      Continuous Software Development: Agile's Successor

      By: Jeffrey J. Bussgang, Samuel Clemens and Olivia Hull
      In recent years, the twin software development methodologies of continuous delivery and continuous deployment have risen to prominence in the start-up world and beyond. These methods have enabled technology companies large and small to accelerate their product... View Details
      Keywords: Continuous Improvement; Continuous Development; Continuous Delivery; Continuous Integration; Product Development Processes; Computer Programming; Agile; Waterfall; Software Applications; Software Engineering; Applications and Software; Information Technology; Technological Innovation; Product Development; Customer Focus and Relationships; Entrepreneurship; Organizational Change and Adaptation; Organizational Structure; Quality; Product Marketing; Product; Infrastructure; Information Infrastructure; Computer Industry; Technology Industry; Information Technology Industry; Web Services Industry; Massachusetts; Boston
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      Bussgang, Jeffrey J., Samuel Clemens, and Olivia Hull. "Continuous Software Development: Agile's Successor." Harvard Business School Background Note 818-055, January 2018. (Revised August 2020.)
      • January 2018
      • Case

      Kids & Company: Entering the U.S.

      By: Boris Groysberg, Matthew G. Preble and Katherine Connolly Baden
      In April 2017, Victoria Sopik and Jennifer Nashmi, CEO and CFO (respectively) of Kids & Company, a Canadian childcare provider that they had co-founded in the early 2000s and developed into a nearly 100-unit enterprise, are discussing how the company should proceed... View Details
      Keywords: Child Care; Childcare; Day Care; Daycare; Early Childhood Education; Strategy; Growth and Development Strategy; Growth Management; Business Strategy; Competitive Strategy; Competitive Advantage; Expansion; Leadership; Marketing; Product Marketing; Brands and Branding; Service Delivery; Service Operations; Product Design; Product Development; Cross-Cultural and Cross-Border Issues; Selection and Staffing; Customer Focus and Relationships; Entrepreneurship; Service Industry; Education Industry; United States; Canada
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      Groysberg, Boris, Matthew G. Preble, and Katherine Connolly Baden. "Kids & Company: Entering the U.S." Harvard Business School Case 418-011, January 2018.
      • January–February 2018
      • Article

      Some Customers Would Rather Leave Without Saying Goodbye

      By: Eva Ascarza, Oded Netzer and Bruce G.S. Hardie
      We investigate the increasingly common business setting in which companies face the possibility of both observed and unobserved customer attrition (i.e., “overt” and “silent” churn) in the same pool of customers. This is the case for many online-based services where... View Details
      Keywords: Churn; Retention; Attrition; Customer Base Analysis; Hidden Markov Models; Latent Variable Models; Customer Relationship Management; Consumer Behavior
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      Ascarza, Eva, Oded Netzer, and Bruce G.S. Hardie. "Some Customers Would Rather Leave Without Saying Goodbye." Marketing Science 37, no. 1 (January–February 2018): 54–77.
      • October 2017 (Revised August 2018)
      • Case

      HTC and Virtual Reality

      By: David B. Yoffie, Andy Wu and Allison M. Ciechanover
      In fall 2017, HTC CEO and Chairperson Cher Wang was driving the company to focus on virtual reality (VR). HTC's first VR product, VIVE, released in spring 2016, was applauded for its superior immersive room-scale capabilities. However, early adoption of VR beyond... View Details
      Keywords: Virtual Reality; Strategy; Competition; Information Technology; Innovation and Management; Consumer Behavior; Customer Relationship Management; Technology Industry
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      Yoffie, David B., Andy Wu, and Allison M. Ciechanover. "HTC and Virtual Reality." Harvard Business School Case 718-421, October 2017. (Revised August 2018.)
      • September 2017 (Revised September 2023)
      • Case

      Chase Sapphire: Creating a Millennial Cult Brand

      By: Shelle Santana, Jill Avery and Christine Snively
      The launch of the Chase Sapphire Reserve credit card was enthusiastically received by millennial consumers, a cohort that had previously eluded JPMorgan Chase and its competitors. With the one-year anniversary of the launch approaching, managers are focused on... View Details
      Keywords: Brand & Product Management; Product Strategy; New Product Development; Credit Card; Customer Acquisition; CRM; Millennials; Marketing; Marketing Strategy; Brands and Branding; Credit Cards; Product Development; Product Launch; Customer Relationship Management; Consumer Behavior; Demographics; Financial Services Industry; Service Industry; Banking Industry; United States; North America
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      Santana, Shelle, Jill Avery, and Christine Snively. "Chase Sapphire: Creating a Millennial Cult Brand." Harvard Business School Case 518-024, September 2017. (Revised September 2023.)
      • September 2017 (Revised November 2018)
      • Case

      Marriott International: The Next 90 Years

      By: Chiara Farronato and Gary Pisano
      The case examines how Marriott should respond to the potential threats from new home-sharing platforms and the rise of online travel agencies. In 2017 Marriott was the largest hotel chain, with more than one million rooms and 7% of worldwide room supply. In the... View Details
      Keywords: Airbnb; Competitiveness; Threats; Disruption; Lodging Industry; Long-term Growth; Loyalty Program; Marriot; Online Platforms; Online Travel Agencies; Digital Platforms; Disruptive Innovation; Competitive Strategy; Competition; Customer Focus and Relationships; Customer Satisfaction; Internet and the Web; Tourism Industry; Travel Industry; Accommodations Industry
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      Farronato, Chiara, and Gary Pisano. "Marriott International: The Next 90 Years." Harvard Business School Case 618-017, September 2017. (Revised November 2018.)
      • September 2017
      • Teaching Note

      Marketing Transformation at Mastercard

      By: Sunil Gupta and Srinivas K. Reddy
      Teaching Note for HBS No. 517-040. View Details
      Keywords: Mastercard; Financial Services; Ingredient Brand; B2B2C; Experiential Marketing; Digital Marketing; ROI; Marketing; Customer Focus and Relationships; Business and Stakeholder Relations; Brands and Branding; Internet and the Web; Investment Return; Financial Services Industry
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      Gupta, Sunil, and Srinivas K. Reddy. "Marketing Transformation at Mastercard." Harvard Business School Teaching Note 518-043, September 2017.
      • August 2017 (Revised May 2019)
      • Case

      Hilti (A): Fleet Management?

      By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
      This case explores the strategic decision-making process of premium power tools manufacturer Hilti in 1999, when the company was considering implementing a fleet management system in the construction industry. Fleet management would involve a shift from selling power... View Details
      Keywords: Hilti; Business Model Innovation; BMI; Fleet Management; Decision-making; Implementation; Power Tools Industry; Business Model; Restructuring; Transformation; Transition; Customer Value and Value Chain; Customer Focus and Relationships; Construction; Innovation and Invention; Leasing; Strategy; Decision Making; Construction Industry; Switzerland; Liechtenstein; Germany; Austria; Europe; United States; Asia; Brazil; China; Latin America; North America; Africa; Japan; Hong Kong
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      Casadesus-Masanell, Ramon, Oliver Gassmann, and Roman Sauer. "Hilti (A): Fleet Management?" Harvard Business School Case 718-419, August 2017. (Revised May 2019.)
      • Article

      Beyond the Target Customer: Social Effects in CRM Campaigns

      By: Eva Ascarza, Peter Ebbes, Oded Netzer and Matthew Danielson
      Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the... View Details
      Keywords: Social Effects; Field Experiment; Mobile; Customer Relationship Management; Network Effects; Consumer Behavior
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      Ascarza, Eva, Peter Ebbes, Oded Netzer, and Matthew Danielson. "Beyond the Target Customer: Social Effects in CRM Campaigns." Journal of Marketing Research (JMR) 54, no. 3 (June 2017): 347–363.
      • 2017
      • Chapter

      Marketing Models for the Customer-Centric Firm

      By: Eva Ascarza, Peter S. Fader and Bruce G.S. Hardie
      A customer-centric firm takes the view that there are three key drivers of (organic) growth and overall profitability: Customer acquisition, customer retention, and customer development (i.e., increasing the value of each existing customer (per unit of time) while they... View Details
      Keywords: Customer Value and Value Chain; Customer Focus and Relationships
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      Ascarza, Eva, Peter S. Fader, and Bruce G.S. Hardie. "Marketing Models for the Customer-Centric Firm." In Handbook of Marketing Decision Models. 2nd ed. Edited by Berend Wierenga and Ralf van der Lans, 297–330. International Series in Operations Research & Management Science. Springer, 2017.
      • May 2017
      • Teaching Note

      Hilti Fleet Management (A) and (B)

      By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
      These notes are meant to accompany Hilti Fleet Management (A): Turning a Successful Business Model on Its Head (717-427) and Hilti Fleet Management (B): Towards a New Business Model (717-465).
      This case explores the introduction of fleet management in the... View Details
      Keywords: Hilti; Business Model Innovation; BMI; Fleet Management; Decision-making; Implementation; Power Tools Industry; Europe; Switzerland; Liechtenstein; Business Model; Restructuring; Transformation; Transition; Customer Value and Value Chain; Customer Focus and Relationships; Construction; Innovation and Invention; Leasing; Strategy; Decision Making; Growth Management; Construction Industry; Switzerland; Liechtenstein; Germany; Austria; Europe; United States; Asia; Brazil; China; Latin America; Africa; Japan; Hong Kong; France; Italy; Spain
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      Casadesus-Masanell, Ramon, Oliver Gassmann, and Roman Sauer. "Hilti Fleet Management (A) and (B)." Harvard Business School Teaching Note 717-507, May 2017.
      • May 2017 (Revised September 2018)
      • Case

      Hilti Fleet Management (A): Turning a Successful Business Model on Its Head

      By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
      This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new... View Details
      Keywords: Hilti; Business Model Innovation; BMI; Fleet Management; Decision-making; Implementation; Power Tools Industry; Business Model; Restructuring; Transformation; Transition; Customer Value and Value Chain; Customer Focus and Relationships; Construction; Innovation and Invention; Leasing; Strategy; Decision Making; Construction Industry; Switzerland; Liechtenstein; Germany; Austria; Europe; United States; Asia; Brazil; China; Japan; Hong Kong
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      Casadesus-Masanell, Ramon, Oliver Gassmann, and Roman Sauer. "Hilti Fleet Management (A): Turning a Successful Business Model on Its Head." Harvard Business School Case 717-427, May 2017. (Revised September 2018.)
      • May 2017 (Revised September 2018)
      • Supplement

      Hilti Fleet Management (B): Towards a New Business Model

      By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer
      The (B) case tackles the implementation and scaling process of fleet management over the years. Finally, the case explores current challenges facing the BMI. View Details
      Keywords: Hilti; Business Model Innovation; BMI; Fleet Management; Decision-making; Implementation; Power Tools Industry; Europe; Switzerland; Business Model; Restructuring; Transformation; Transition; Customer Value and Value Chain; Customer Focus and Relationships; Construction; Innovation and Invention; Leasing; Strategy; Growth Management; Decision Making; Construction Industry; Switzerland; Liechtenstein; Germany; Austria; Europe; United States; Asia; Brazil; China; Latin America; Africa; Japan; Hong Kong; France; Italy; Spain
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      Casadesus-Masanell, Ramon, Oliver Gassmann, and Roman Sauer. "Hilti Fleet Management (B): Towards a New Business Model." Harvard Business School Supplement 717-465, May 2017. (Revised September 2018.)
      • April 14, 2017
      • Article

      Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It

      By: John A. Deighton
      United Airlines has pledged to improve its training programs and empower its employees to put customers first in the wake of a video showing a passenger being dragged from a plane. Of all the U.S. air carriers, United should have known the power of social media and... View Details
      Keywords: Crisis Management; Customer Focus and Relationships; Employees; Training; Air Transportation Industry
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      Deighton, John A. "Companies Like United Need to Cultivate Good Judgment, and Free Their Employees to Use It." Harvard Business Review (website) (April 14, 2017).
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