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    • All HBS Web  (626)
      • Faculty Publications  (51)

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      The Twofold Effect of Customer Retention in Freemium Settings
      The Twofold Effect of Customer Retention in Freemium Settings
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      • January 2021
      • Case

      Anodot: Autonomous Business Monitoring

      By: Antonio Moreno and Danielle Golan
      Autonomous business monitoring platform Anodot leveraged machine learning to providing real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product...  View Details
      Keywords: Technology Platform; Online Technology; Knowledge Sharing; Information Management; Sales; Value Creation; Product Positioning; Israel
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      Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
      • 2020
      • Working Paper

      The Twofold Effect of Customer Retention in Freemium Settings

      By: Eva Ascarza, Oded Netzer and Julian Runge
      The main tradeoff in designing freemium services is how much of the product to offer for free. At the heart of such a tradeoff is the balancing act of providing a valuable free product in order to acquire and engage consumers, while making the free product limited...  View Details
      Keywords: Freemium; retention; Retention/churn; Field Experiment; Field Experiments; Gaming; Gaming Industry; Mobile App; Mobile App Industry; Monetization; Monetization Strategy; Games, Gaming, And Gambling; Mobile Technology; customers; retention; Product Design; Strategy
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      Ascarza, Eva, Oded Netzer, and Julian Runge. "The Twofold Effect of Customer Retention in Freemium Settings." Harvard Business School Working Paper, No. 21-062, November 2020.
      • September–October 2020
      • Article

      Managing Churn to Maximize Profits

      By: Aurelie Lemmens and Sunil Gupta
      Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability or their responsiveness to a...  View Details
      Keywords: Churn Management; Defection Prediction; Loss Function; Stochastic Gradient Boosting; customer Relationship Management; Consumer Behavior; Profit
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      Lemmens, Aurelie, and Sunil Gupta. "Managing Churn to Maximize Profits." Marketing Science 39, no. 5 (September–October 2020): 956–973.
      • July 3, 2020
      • Article

      Delivery Apps Need to Start Treating Suppliers As Partners

      By: Scott Duke Kominers and Ian Macomber
      Home delivery has shifted from a luxury service aimed at young urban professionals to a core part of many businesses, which is used by almost everyone. That upheaval has strained capacity of many delivery services and changed how they relate to the suppliers that they...  View Details
      Keywords: Service Delivery; Supply Chain; Performance Capacity; Performance Efficiency; Entrepreneurship
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      Kominers, Scott Duke, and Ian Macomber. "Delivery Apps Need to Start Treating Suppliers As Partners." Harvard Business Review (website) (July 3, 2020).
      • June 2020
      • Background Note

      Customer Management Dynamics and Cohort Analysis

      By: Elie Ofek, Barak Libai and Eitan Muller
      The digital revolution has allowed companies to amass considerable amounts of data on their customers. Using this information to generate actionable insights is fast becoming a critical skill that firms must master if they wish to effectively compete and win in today’s...  View Details
      Keywords: Cohort Analysis; customers; Data And Data Sets; Segmentation; Analysis; customer Value And Value Chain
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      Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Management Dynamics and Cohort Analysis." Harvard Business School Background Note 520-122, June 2020.
      • May 2020
      • Article

      Sales Leadership During and After the Crisis

      By: Frank V. Cespedes
      Because customer acquisition and retention are the lifeblood of a for-profit enterprise, sales activities establish foundational conditions for a business. In turn, sales managers’ responsibilities in a crisis extend beyond keeping the lights on. Their leadership makes...  View Details
      Keywords: Sales; Leadership; Health Pandemics; Crisis Management
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      Cespedes, Frank V. "Sales Leadership During and After the Crisis." Top Sales Magazine (May 2020), 28–29.
      • September 2019 (Revised June 2020)
      • Case

      Othellonia: Growing a Mobile Game

      By: Eva Ascarza, Tomomichi Amano and Sunil Gupta
      In the summer of 2019, Yu Sasaki, Head of the Game Division of DeNA, a Japanese mobile gaming company, is evaluating various growth strategies for its recent game Othellonia. Sasaki needs to decide if he should focus on customer acquisition, retention, or monetization.  View Details
      Keywords: Targeting; Retention/churn; Freemium; Monetization; customer Relationship Management; Games, Gaming, And Gambling; Mobile Technology; Growth And Development Strategy; Marketing; customers; Marketing Strategy; retention; Acquisition; Entertainment And Recreation Industry; Japan
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      Ascarza, Eva, Tomomichi Amano, and Sunil Gupta. "Othellonia: Growing a Mobile Game." Harvard Business School Case 520-016, September 2019. (Revised June 2020.)
      • August 2019
      • Article

      When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation

      By: Yicheng Song, Nachiketa Sahoo and Elie Ofek
      Sometimes we desire change, a break from the same or an opportunity to fulfill different aspects of our needs. Noting that consumers seek variety, several approaches have been developed to diversify items recommended by personalized recommender systems. However,...  View Details
      Keywords: Recommender Systems; Personalization; Recommendation Diversity; Variety Seeking; Collaborative Filtering; Consumer Utility Models; Digital Media; Clickstream Analysis; Learning-to-rank; Consumer Behavior; Media; customization And Personalization; Strategy; Mathematical Methods
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      Song, Yicheng, Nachiketa Sahoo, and Elie Ofek. "When and How to Diversify—A Multicategory Utility Model for Personalized Content Recommendation." Management Science 65, no. 8 (August 2019): 3737–3757.
      • 2021
      • Working Paper

      Improving Customer Compatibility with Tradeoff Transparency

      By: Ryan W. Buell and MoonSoo Choi
      Through a large-scale field experiment with 393,036 customers considering opening a credit card account with a nationwide retail bank, we investigate how providing transparency into an offering’s tradeoffs affects subsequent rates of customer acquisition and long-run...  View Details
      Keywords: Behavioral Operations; Operational Transparency; Customer Compatibility; Customer Behavior; Consumer Behavior; Decision Making; Operations; Strategy
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      Buell, Ryan W., and MoonSoo Choi. "Improving Customer Compatibility with Tradeoff Transparency." Harvard Business School Working Paper, No. 20-013, July 2019. (Revised January 2021.)
      • 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; 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
      • 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–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.
      • August 2017 (Revised August 2018)
      • Case

      Busbud: Building a Data Company

      By: Srikant M. Datar, Alistair Croll and Caitlin N. Bowler
      The case features the work of LP Maurice (HBS '08) as he decides to take on the fragmented bus travel industry and launch an online business that aggregates and shares bus schedules for routes around the world. His first challenge: finding that the data he needs is...  View Details
      Keywords: Data Science; Data And Data Sets; Business Startups; Knowledge Acquisition; customers; Measurement And Metrics; Transportation Industry
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      Datar, Srikant M., Alistair Croll, and Caitlin N. Bowler. "Busbud: Building a Data Company." Harvard Business School Case 118-011, August 2017. (Revised August 2018.)
      • Article

      Your Sales Training Is Probably Lackluster. Here's How to Fix It

      By: Frank V. Cespedes and Yuchun Lee
      U.S. companies spend over $70 billion annually on training and an average of $1,459 per salesperson—almost 20% more than they spend on workers in all other functions. Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales...  View Details
      Keywords: Salesforce Management; Training
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      Cespedes, Frank V., and Yuchun Lee. "Your Sales Training Is Probably Lackluster. Here's How to Fix It." Harvard Business Review (website) (June 12, 2017).
      • 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.
      • June 2016
      • Teaching Note

      Relating to Peapod

      By: Jill Avery and Susan Fournier
      This case concerns the topics of relationship marketing, customer acquisition and retention, brand loyalty, service failure and recovery, new product introduction, and the use of consumer ethnography to study consumer behavior. Specifically, the case explores the...  View Details
      Keywords: Marketing; Brands And Branding; Brand Management; Customer Relationship Management; Crm; E-commerce; Customer Behavior; Consumer Behavior; Retailing; Marketing; Marketing Strategy; Brands And Branding; Marketing Channels; Retail Industry; United States
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      Avery, Jill, and Susan Fournier. "Relating to Peapod." Harvard Business School Teaching Note 316-175, June 2016.
      • June 2016
      • Teaching Note

      HubSpot: Lower Churn through Greater CHI

      By: Jill Avery, Asis Martinez Jerez and Thomas Steenburgh
      HubSpot, a web marketing startup selling inbound marketing software to small- and medium-sized businesses, is under pressure from its venture capital partners to rapidly acquire new customers and to maintain a low level of customer churn. The B2B SaaS company is in the...  View Details
      Keywords: Marketing; Customer Relationship Management; Crm; Customer Acquisition; Customer Retention; Churn Management; Saas Business Models; Customer Lifetime Value; Marketing Strategy; Venture Capital; Startup; Software; Accounting; Monitoring And Control; Marketing; customer Relationship Management; Marketing Strategy; Accounting; Technology Industry; United States
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      Avery, Jill, Asis Martinez Jerez, and Thomas Steenburgh. "HubSpot: Lower Churn through Greater CHI." Harvard Business School Teaching Note 116-051, June 2016.
      • Article

      The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment

      By: Eva Ascarza, Raghuram Iyengar and Martin Schleicher
      Facing the issue of increasing customer churn, many service firms have begun recommending pricing plans to their customers. One reason behind this type of retention campaign is that customers who subscribe to a plan suitable for them should be less likely to churn...  View Details
      Keywords: Churn/retention; Field Experiment; Pricing; Tariff/plan Choice; Targeting; customer Relationship Management; Price; Performance Effectiveness
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      Ascarza, Eva, Raghuram Iyengar, and Martin Schleicher. "The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment." Journal of Marketing Research (JMR) 53, no. 1 (February 2016): 46–60.
      • Winter 2014
      • Article

      Does Service Bundling Reduce Churn?

      By: Jeff Prince and Shane Greenstein
      We examine whether bundling in telecommunications services reduces churn using a series of large, independent cross sections of household decisions. To identify the effect of bundling, we construct a pseudo-panel dataset and utilize a linear, dynamic panel-data model,...  View Details
      Keywords: Communication Technology; customer Satisfaction; Product Marketing; Telecommunications Industry
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      Prince, Jeff, and Shane Greenstein. "Does Service Bundling Reduce Churn?" Journal of Economics & Management Strategy 23, no. 4 (Winter 2014): 839–875.
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      The Twofold Effect of Customer Retention in Freemium Settings
      The Twofold Effect of Customer Retention in Freemium Settings
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