Harvard Business Review

JULY 15, 2014

Even if you don’t have to calculate CLV yourself (there are lots of tools that will do the math for you ), it’s important to understand the concept so you can decide whether to use it when making marketing and sales decisions. Now the question is how much do you spend marketing to your customers and how effective are your efforts?

Discount 12

Discount Direct Marketing Present Value Customer Loyalty 12

Harvard Business Review

FEBRUARY 13, 2013

This is usually calculated as the expected net profit attributed to purchases during the entire relationship between a business and its customer. The company is better off offering a discount today, because that will likely increase the customer's loyalty, and loyalty increases the CLV.

Advertising 8

Advertising Discount Media Customer Loyalty 8

Harvard Business Review

MAY 10, 2012

Net Promoter Score (NPS) is perhaps the best known customer loyalty tool around today, based on the entirely sound principle that the more customer promoters you have (i.e., By the way, not all referral customers are the same. Loyal customers who are disposed to refer business to you probably like you a lot.

Reference 12

Reference Telecommunications Survey Customer Loyalty 12

Harvard Business Review

APRIL 18, 2013

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. retailer Tesco built detailed profiles of customers and then used these insights and a flexible supply chain to customize their products and offers.

Customer Intimacy 9

Customer Intimacy Supply Chain Market Segmentation Human Resources 9

Harvard Business Review

FEBRUARY 23, 2018

” At Unilever, the R&D and marketing departments work in tandem to create and promote products that serve both business and society. Unilever’s waterless soap saves lives by preventing the transmission of dangerous bacteria and saves water, a vital and limited resource in emerging markets.

Incubator 11

Incubator How To Real Estate Business Model 11

Harvard Business Review

AUGUST 5, 2014

Instead, the last few years have seen a proliferation of C-suite titles that include a component of marketing. Some are chief customer officers, chief experience officers, chief client officers, or chief digital officers. Clear, meaningful insight into the market and the consumer decision journey is job one for today’s CMO.

P&L 11

P&L Banking Marketing Call Center 11

Harvard Business Review

JANUARY 19, 2011

The hybrid Prius was a legitimate business home run (2 million sold), and it helped both differentiate Toyota's brand as the market innovator and propel Toyota to unprecedented profits. It's not easy, but it can drive real innovation and new thinking, as well as build customer loyalty that maintains or grows market share. (I

Strategy 15

Strategy PPM Long-term Short-term 15

Strategy Driven

OCTOBER 17, 2018

It’s possible to use social media to communicate with customers in a customer-centric way. Using a variety of social media platforms, companies can share content and answer questions from customers. The marketing department can also ask interesting questions and gain a better understanding of the customer base.

Customer Loyalty 57

Customer Loyalty How To Media Loyalty 57

Harvard Business Review

SEPTEMBER 8, 2011

They will invent innovative ways to explain away poor performance ("Oh, problems with our vendors affected our customers and depressed our scores," "The market was down," or "The weather was bad."). When you begin to quantify customer feedback, employees and managers may not know how to move them in the right direction.

Incentives 14

Incentives Metrics Sample Survey 14

Harvard Business Review

APRIL 3, 2015

” These case studies are legendary among marketers. For marketers in the digital age, negative customer feedback that takes on a life of its own is a nightmare. And for customers, the notion that any of us can talk back to big companies and have our claims addressed feels like a dream. Motrin Moms. Dell “hell.”

Media 8

Media Airlines Travel Brand 8

Harvard Business Review

DECEMBER 29, 2011

Playing politics isn't a bad thing, argued Linda Hill and Kent Lineback in this video, if it gives you the influence you need to drive change. Turn Customers into Promoters. Fred Reichheld explained how to increase customer loyalty the way that Apple does. Oh look, a squirrel! Video interview. Audio podcast.

Video 14

Video Porter Charisma Customer Loyalty 14

Harvard Business Review

OCTOBER 21, 2016

Today’s executives are dealing with a complex and unprecedented brew of social, environmental, market, and technological trends. “Stranded assets” are investments that become obsolete due to regulatory, environmental, or market constraints. These require sophisticated, sustainability-based management.

Supply Chain 8

Supply Chain Price Loyalty Efficiency 8

Joseph Lalonde

MARCH 14, 2018

Even if it’s walking to the local market for lunch, or parking further away in a parking lot. 3) Mental – My role as host of The Ziglar Show requires me to study the messages of today’s top world influencers, and it’s a dramatic gift. My regular reviews of these simple documents keep me on track when things get tough.

Succession 316

Succession Self-aware Learning-by-Doing Follow-up 316

Harvard Business Review

AUGUST 11, 2015

We’re being introduced to a new lever of corporate influence on democracy. The dating site OKCupid brought its moral values to the attention of its users when it asked customers using the Firefox browser to switch to a competitor because of the position Mozilla’s then-CEO had taken on gay marriage in California years earlier.

Politics 8

Politics Real Estate Morale Business Model 8

Harvard Business Review

SEPTEMBER 10, 2014

The article shocked the sensibilities of many who worried about rising corporate power in the world, but for many executives struggling to chart courses through the chaos of newly globalized and deregulated markets, it offered an irresistible clarity: one need only focus on owners’ interests.

Supply Chain 13

Supply Chain Bureaucracy Short-term Agility 13

Harvard Business Review

JANUARY 28, 2015

Supplier relationships, brand identity, process coordination, customer loyalty, and many switching costs were all forms of information. The implications of that insight were becoming obvious for companies that sold information, like newspapers and encyclopedias. But every business is an information business, they stressed.

Porter 8

Porter Power Competitive Advantage Film 8