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  • January 2010 (Revised March 2013)
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HubSpot: Lower Churn through Greater CHI

By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

HubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the customer selection, selling, and training processes. Students assess a metric, CHI (Customer Happiness Index) which HubSpot uses to predict which customers will churn, and suggest alternatives to improve the firm's predictions. Students develop programs to reduce churn post-hoc and then reengineer the company's marketing, selling, and customer relationship management processes to manage churn proactively through market segmentation and targeting, product design, and customer interactions.

Keywords

Business Startups; Customer Relationship Management; Customer Satisfaction; Customer Value and Value Chain; Forecasting and Prediction; Consumer Behavior; Happiness; Consulting Industry

Citation

Martinez Jerez, F. Asis, Thomas Steenburgh, Jill Avery, and Lisa Brem. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Case 110-052, January 2010. (Revised March 2013.)
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About The Author

Jill J. Avery

Marketing
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Related Work

    • June 2016
    • Faculty Research

    HubSpot: Lower Churn through Greater CHI

    By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
    • January 2010 (Revised March 2013)
    • Faculty Research

    HubSpot: Lower Churn through Greater CHI

    By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
Related Work
  • HubSpot: Lower Churn through Greater CHI By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
  • HubSpot: Lower Churn through Greater CHI By: F. Asis Martinez Jerez, Thomas Steenburgh, Jill Avery and Lisa Brem
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