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  • All HBS Web  (201)
    • News  (48)
    • Research  (116)
  • Faculty Publications  (72)

Show Results For

  • All HBS Web  (201)
    • News  (48)
    • Research  (116)
  • Faculty Publications  (72)
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  • 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.)
  • October 2014 (Revised November 2016)
  • Technical Note

Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)

By: Elie Ofek
This note presents two related measures for assessing the financial value of a customer to the firm. The first is the well-known measure of Customer Lifetime Value, or CLV for short. The second, which has received much less attention, treats the acquisition of a... View Details
Keywords: Customer Lifetime Value; Return On Investment; Segmentation; Social Networks; Customer Relationship Management; Marketing Strategy; Investment Return; Social and Collaborative Networks; Social Media
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Ofek, Elie. "Customer Lifetime Value (CLV) vs. Customer Lifetime Return on Investment (CLROI)." Harvard Business School Technical Note 515-049, October 2014. (Revised November 2016.)
  • July 2010 (Revised January 2017)
  • Background Note

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)

By: Thomas Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric that allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset... View Details
Keywords: Customer Lifetime Value; Return On Investment; Customer Acquisition; Customer Retention; Customer Churn; "Marketing Analytics"; Marketing; Customer Relationship Management; Customer Focus and Relationships; Customer Value and Value Chain; Management Analysis, Tools, and Techniques; Marketing Strategy; Measurement and Metrics; Strategic Planning; Value
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Steenburgh, Thomas, and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (2024)." Harvard Business School Background Note 525-017, July 2010. (Revised January 2017.)
  • Article

The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value

By: Pablo Casas-Arce, Asis Martinez Jerez and V.G. Narayanan
This paper analyzes the effects of forward-looking metrics on employee decision-making. We use data from a bank that started providing branch managers with the customer lifetime value (CLV)—an estimate of the future value of the customer relationship—of mortgage... View Details
Keywords: Customer Lifetime Value; Forward-looking Metrics; Employees; Decision Making; Information; Customer Value and Value Chain; Banks and Banking; Mortgages; Outcome or Result
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Casas-Arce, Pablo, Asis Martinez Jerez, and V.G. Narayanan. "The Impact of Forward-Looking Metrics on Employee Decision-Making: The Case of Customer Lifetime Value." Accounting Review 92, no. 3 (May 2017): 31–56.
  • 2013
  • Tool

Harvard Business Review's Go to Market Tools: Customer Lifetime Value

By: Thomas Steenburgh and Jill Avery
How much are your customers worth? Has your marketing budget been slashed? Need to figure out the best place to invest your time and effort to reach your growth target? HBR's Go to Market Tool helps calculate your customer's lifetime value, allowing you to prioritize... View Details
Keywords: Quantitative Analysis; Tools; Customer Lifetime Value; Customer Defection; CRM; Customer Relationship Management; Marketing; Marketing Strategy; Customer Focus and Relationships
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Steenburgh, Thomas, and Jill Avery. Harvard Business Review's Go to Market Tools: Customer Lifetime Value. Tool. Harvard Business Review Press, 2013. Electronic.
  • August 2002 (Revised November 2016)
  • Background Note

Customer Profitability and Lifetime Value

By: Elie Ofek
Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details
Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry
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Ofek, Elie. "Customer Profitability and Lifetime Value." Harvard Business School Background Note 503-019, August 2002. (Revised November 2016.)
  • November 2006
  • Article

Modeling Customer Lifetime Value

By: Sunil Gupta, Dominique Hanssens, Bruce Hardie, Wiliam Kahn, V. Kumar, Nathaniel Lin, Nalini Ravishanker and S. Sriram
Keywords: Customers; Value
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Gupta, Sunil, Dominique Hanssens, Bruce Hardie, Wiliam Kahn, V. Kumar, Nathaniel Lin, Nalini Ravishanker, and S. Sriram. "Modeling Customer Lifetime Value." Journal of Service Research 9, no. 2 (November 2006): 139–155.
  • July 2010
  • Supplement

Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)

By: Thomas J. Steenburgh and Jill Avery
Customers are increasingly being viewed as assets that bring value to the firm. Customer lifetime value is a metric which allows managers to understand the overall value of their customer base and relate it to three customer strategies firms employ: asset acquisition -... View Details
Keywords: Competency and Skills; Customer Relationship Management; Customer Value and Value Chain; Decisions; Framework; Management Practices and Processes; Marketing; Marketing Strategy; Strategic Planning; Mathematical Methods; Value
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Customer Lifetime Value Analysis (CW)." Harvard Business School Spreadsheet Supplement 511-702, July 2010.
  • February 2021
  • Supplement

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller
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Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School PowerPoint Supplement 521-716, February 2021.
  • February 2021
  • Teaching Note

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller
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Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Teaching Note 521-081, February 2021.
  • October 2006
  • Article

Customer Lifetime Value and Firm Valuation

By: Sunil Gupta and Donald R. Lehmann
Keywords: Customers; Value; Business Ventures; Valuation
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Gupta, Sunil, and Donald R. Lehmann. "Customer Lifetime Value and Firm Valuation." Journal of Relationship Marketing 5, nos. 2/3 (October 2006).
  • 2016
  • Book

Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services

By: Elie Ofek, Eitan Muller and Barak Libai
This book bridges the gap between what academics know, and what innovation stakeholders—from managers, to investors, to analysts, to consumers—need to know about how new products and services are expected to perform in the marketplace. The book develops a compelling... View Details
Keywords: Innovation; Technology Diffusion; New Products; Customer Lifetime Value; Monetization Strategy; Social Influence; Innovation Adoption; Forecasting Demand; Commercialization; Marketing Strategy; Practice; Customer Value and Value Chain; Research; Innovation and Management; Technology Adoption; Forecasting and Prediction; Product Development
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Ofek, Elie, Eitan Muller, and Barak Libai. Innovation Equity: Assessing and Managing the Monetary Value of New Products and Services. University of Chicago Press, 2016.
  • January 2020
  • Case

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli, Carla Larangeira and Mariana Cal
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details
Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America
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Israeli, Ayelet, Carla Larangeira, and Mariana Cal. "Banorte Móvil: Data-Driven Mobile Growth." Harvard Business School Case 520-068, January 2020.
  • April 2022
  • Teaching Note

Banorte Móvil: Data-Driven Mobile Growth

By: Ayelet Israeli and Carla Larangeira
In mid-2019, Carlos Hank was deliberating over the results for Banorte Móvil—the mobile application for Banorte, Mexico’s most profitable and second-largest financial institution. Hank, who had been appointed as Banorte´s Chairman of the Board in January 2015, had... View Details
Keywords: Data Analytics; Customer Lifetime Value; Financial Institutions; Mobile and Wireless Technology; Growth and Development Strategy; Customers; Technology Adoption; Communication Strategy; Banking Industry; Mexico; Latin America
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Israeli, Ayelet, and Carla Larangeira. "Banorte Móvil: Data-Driven Mobile Growth." Harvard Business School Teaching Note 522-095, April 2022.
  • 2006
  • Working Paper

The Value of a 'Free' Customer

By: Sunil Gupta, Carl F. Mela and Jose M. Vidal-Sanz

Central to a firm's growth and marketing policy is the revenus and profit potential of its customer assets. As a result, there has been a recent proliferation of work regarding customer lifetime value. However, extant research in this area is silent regarding how to... View Details

Keywords: Customer Value and Value Chain; Auctions; Network Effects; Business Strategy
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Gupta, Sunil, Carl F. Mela, and Jose M. Vidal-Sanz. "The Value of a 'Free' Customer." Harvard Business School Working Paper, No. 07-035, December 2006.
  • August 2016 (Revised August 2017)
  • Case

AnswerDash (Abridged)

By: Elie Ofek and Jeffrey D. Shulman
It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of... View Details
Keywords: Pricing; Economic Value Estimation; Price Metrics; Organizational Selling; Innovation Adoption; Business To Business; Marketing; Customer Lifetime Value; Venture Capital; Customer Relationship Management; Price; Marketing Strategy; Entrepreneurship; Technology Adoption; Business Startups; Sales; Innovation and Invention; Product Marketing; Financial Services Industry
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Ofek, Elie, and Jeffrey D. Shulman. "AnswerDash (Abridged)." Harvard Business School Case 517-020, August 2016. (Revised August 2017.)
  • Web

Once in a Lifetime Opportunities | Social Enterprise | Harvard Business School

Once in a Lifetime Opportunities In 2011, at 26 years of age, Kasia Stochniol (MBA 2014) packed her bags and moved to Nairobi, Kenya. After previous professional experience as a consultant, she joined the early team at M-KOPA, a social... View Details
  • January–February 2020
  • Article

Are You Undervaluing Your Customers?: It’s Time to Start Measuring and Managing Their Worth

By: Rob Markey
Leaders recognize that they should manage their businesses to maximize the value of the customer base. But too often, earnings pressures result in cost-cutting measures that hurt customers.

Loyalty-leading companies operate differently. They create systems for... View Details

Keywords: Customer Experience; Customer Value; Customer Centric Initiative; Customer Focused Organization; Customer Lifetime Value; Customer Focus and Relationships; Customer Value and Value Chain; Operations; Business Strategy
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Markey, Rob. "Are You Undervaluing Your Customers? It’s Time to Start Measuring and Managing Their Worth." Harvard Business Review 98, no. 1 (January–February 2020): 42–50.
  • Article

Putting the 'Relationship' Back into CRM

By: Susan Fournier and Jill Avery
Many managers think that the way to capture value through relationship marketing is to focus on the 'good' customers and get rid of the 'bad' ones. But there is a lot more to best practice relationship management than maximizing revenues on individual customers and... View Details
Keywords: Marketing; CRM; Customer Relationship Management; Brand Building; Brand Management; Customer Lifetime Value; Customer Focus and Relationships; Customer Satisfaction; Marketing Strategy; Brands and Branding; Consumer Products Industry
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Fournier, Susan, and Jill Avery. "Putting the 'Relationship' Back into CRM." MIT Sloan Management Review 52, no. 3 (Spring 2011): 63–72.
  • June 2016
  • Teaching Note

Filene's Basement: Inside a Fired Customer's Relationship

By: Jill Avery and Susan Fournier
How, in a business climate in which building relationships with customers has dominated both managerial thought and marketing budgets, could Filene's Basement have fired a loyal customer, one who was formally and informally recognized as a best customer? This case... View Details
Keywords: CRM; Customer Profitability Analysis; Customer Lifetime Value; Consumer Behavior; Marketing; Marketing Strategy; Customer Focus and Relationships; Brands and Branding; Customer Relationship Management; Retail Industry; United States
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Avery, Jill, and Susan Fournier. "Filene's Basement: Inside a Fired Customer's Relationship." Harvard Business School Teaching Note 316-184, June 2016.
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