Loyalty Management - Publications - Faculty & Research - Harvard Business School

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19 Sep 2005
Research & Ideas

Rethinking Company Loyalty

companies are willing to rethink how they define loyalty and how they manage their people. Reevaluating Loyalty Loyalty should not be viewed as... View Details

Keywords: by Lauren Keller Johnson

December 2004 (Revised December 2005)
Case

Nectar: Making Loyalty Pay

By: John A. Deighton

Loyalty Management UK (LMUK) manages British supermarket chain Sainsbury's frequent-shopper card program, called Nectar. LMUK uses Sainsbury's sponsorship as the magnet to attract other retailers into a profitable, multisponsor loyalty network. Examines the economics... View Details

Keywords: Customer Focus and Relationships; Business or Company Management; Supply Chain Management; Marketing Strategy; Networks; Marketing Channels; Advertising Campaigns; Outcome or Result; Growth and Development; Retail Industry; Great Britain

01 Mar 2004
What Do You Think?

Are Customer Loyalty Initiatives Worth the Investment?

Reichheld, The Loyalty Effect). Instead of joining a debate, many respondents decried the misuse of the term "customer loyalty management" and superficial attempts to View Details

Keywords: by James Heskett

June 2013
Case

Olympic Rent-A-Car U.S.: Customer Loyalty Battles

By: John Deighton and James T. Kindley

The marketing and operations managers for Olympic Rent-A-Car meet to decide how to respond to changes in the loyalty rewards program at the market-leading competitor. The competitor's program gives awards based on dollars spent instead of days rented and eliminates... View Details

Keywords: Customer Relationship Management; Competitive Strategy; Marketing; Operations; Auto Industry; Service Industry

March 2006
Case

Cabo San Viejo: Rewarding Loyalty

By: Youngme E. Moon, Gail J. McGovern and Seth Schulman

In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a... View Details

Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California

March 2011
Background Note

Customer Loyalty Schemes in the Retail Sector

By: Jose B. Alvarez and Aldo Sesia

Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers. Loyalty schemes are developed for a variety of reasons: to reward loyal customers, to generate more robust information about customer behavior, to... View Details

Keywords: Customer Relationship Management; Consumer Behavior; Business Strategy; Retail Industry; United Kingdom; United States

01 Jul 2002
News

Mismanagement of Customer Loyalty

Keywords: Werner Reinartz, V. Kumar

11 Jan 2016
Research & Ideas

Is Group Loyalty a Force for Good or Evil?

other groups to win at all costs—suddenly those traits don’t matter anymore. Loyalty forces you to focus in on your goal.” That Achilles’ heel of loyalty is one that managers... View Details

Keywords: by Michael Blanding

October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

July 2005 (Revised March 2007)
Case

Kansai Digital Phone: Zutto, Gaining Japanese Loyalty

By: Francisco de Asis Martinez-Jerez and James Robert Dillon

Ted Katagi, marketing strategy manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar... View Details

Keywords: Customer Relationship Management; Customer Value and Value Chain; Customer Satisfaction; Telecommunications Industry; Electronics Industry; Japan; United States

August 2000
Article

Building Store Loyalty Through Store Brands

By: Marcel Corstjens and R. Lal

Keywords: Brands and Branding; Customer Relationship Management

Find at Harvard

Teaching Interest

Managing Service Operations - MBA Elective Curriculum

By: Ryan W. Buell

World-class service organizations deeply understand the needs and behaviors of their customers, and design, manage, and improve their operating models accordingly. This course investigates the distinct challenges inherent in leading service operations, which make up... View Details

Keywords: Service Delivery; Customer Satisfaction; Customer Loyalty; Quality; Employees; Service Models; Service Industry

January 2018
Supplement

Scaling Swagbucks (B)

By: Jeffrey F. Rayport and Matthew G. Preble

“Swagbucks (B),” HBS No. 817123, picks up in mid-2014 following the events described in “Swagbucks (A),” HBS No 817122. Davis and Gorowitz were successful in their efforts to position the company for scale without negatively affecting the company’s foundational... View Details

Keywords: Loyalty Management; Scaling; Scale; Entrepreneurship; Human Resources; Employees; Employee Relationship Management; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Leading Change; Growth Management; Religion; Information Technology; Internet and the Web; Transition; Leadership; Web Services Industry; Technology Industry

January 2018
Case

Scaling Swagbucks (A)

By: Jeffrey F. Rayport and Matthew G. Preble

In early 2014, Chuck Davis (HBS '86) has joined Swagbucks as its first professional CEO to scale a successful and profitable brand promotion and consumer research business. Davis came into the job while serving as a venture partner at TCV, a growth stage VC firm,... View Details

Keywords: Loyalty Management; Scaling; Scale; Entrepreneurship; Human Resources; Employees; Employee Relationship Management; Organizational Change and Adaptation; Organizational Culture; Organizational Design; Leading Change; Growth Management; Religion; Information Technology; Internet and the Web; Transition; Leadership; Web Services Industry; Technology Industry

March 2017
Case

Swagbucks

By: Jeffrey F. Rayport and Matthew G. Preble

In early 2016, Chuck Davis, chairman and CEO of Prodege LLC, parent company of the brand promotion business Swagbucks, and Josef Gorowitz, Prodege’s founder and president, must decide whether to acquire MyPoints, a competitor to Swagbucks, after the company’s... View Details

March 2019
Case

HOPI: Turkey's Shopping Companion

By: Sunil Gupta, Donald Ngwe and Gamze Yucaoglu

The case opens in 2017 as Onur Erbay, CEO of HOPI, a multi-vendor loyalty platform, is contemplating a critical decision. The case chronicles the origins of Boyner Group, the parent company of HOPI and a major retailer in Turkey, and development of retail and customer... View Details

Keywords: Loyalty Programs; Multi-vendor Platform; Retail; Big Data; Customer Relationship Management; Mobile and Wireless Technology; Business Model; Analytics and Data Science; Competitive Strategy; Decision Making; Applications and Software; Digital Platforms; Technology Industry; Retail Industry; Turkey

June 2017 (Revised May 2018)
Supplement

Hilti Fleet Management Video Supplements

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

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

November 2001 (Revised September 2002)
Case

International Management Group (IMG)

By: Bharat N. Anand and Kate Attea

In 2001, International Management Group (IMG) is the dominant company in the sports management industry. Its founder and CEO, Mark McCormack, is credited with having created the industry of sports management in the early 1960s. Over the next 40 years, IMG's expansion... View Details

Keywords: Customer Focus and Relationships; Finance; Organizational Structure; Planning; Relationships; Conflict of Interests; Competition; Corporate Strategy; Expansion; Sports Industry

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

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