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A. How can a company capture customer feedback without alienating customers in the process? Are there situations in which you as a customer are more likely to provide feedback? If customers are more likely to provide feedback when they have unpleasant experiences, what can marketers do to minimize the potential bias or skew that can result? What are the risks of knowingly excluding a group from a specific campaign or message? How can these risks be mitigated?
B. The fundamental premise behind segmentation is that marketers can increase the effectiveness of their activities by targeting value statements and messaging to the groups most likely to be influenced by a particular set of benefits. What kind of risks does a marketer assume when they knowingly exclude a group from a specific campaign or message? How can these risks be mitigated?
C. Describe a company that has used their unique understanding of customer value to offer service elements that differentiate them from their competitors. Has the competition done anything to combat them?
D.It is often said that it costs more to gain a new customer than to retain an existing one. It seems that many companies don¿t understand this though. Describe a company that does a good job with retention and one that seems to want new ones more than keeping the established ones. What are the key differences between these two companies and is one more successful than the other?
E. There is a danger to listening to a small sample of customers. Sometimes, a company will just listen to their largest customer or a few of the top ones. What do you think the dangers are and how can they be avoided? Are there any benefits?
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Solution Summary
The solution answers:
A. How can a company capture customer feedback without alienating customers in the process? Are there situations in which you as a customer are more likely to provide feedback? If customers are more likely to provide feedback when they have unpleasant experiences, what can marketers do to minimize the potential bias or skew that can result? What are the risks of knowingly excluding a group from a specific campaign or message? How can these risks be mitigated?
B. The fundamental premise behind segmentation is that marketers can increase the effectiveness of their activities by targeting value statements and messaging to the groups most likely to be influenced by a particular set of benefits. What kind of risks does a marketer assume when they knowingly exclude a group from a specific campaign or message? How can these risks be mitigated?
C. Describe a company that has used their unique understanding of customer value to offer service elements that differentiate them from their competitors. Has the competition done anything to combat them?
D.It is often said that it costs more to gain a new customer than to retain an existing one. It seems that many companies don¿t understand this though. Describe a company that does a good job with retention and one that seems to want new ones more than keeping the established ones. What are the key differences between these two companies and is one more successful than the other?
E. There is a danger to listening to a small sample of customers. Sometimes, a company will just listen to their largest customer or a few of the top ones. What do you think the dangers are and how can they be avoided? Are there any benefits?
Solution Preview
A) A company can capture feedback without alienating customers. Let's look at Walmart. Every time I go to the checkout at Walmart and I go to use my debit or credit card, before I swipe the card a messages comes up on the machine asking me "Was your cashier friendly today" or "was your store clean today." If my Walmart gets 5,000 customers per day and out of those 5,000 customers, 3,000 customers answer the question, Walmart is getting feedback without asking me for any personal information. Just a simple yes or no is all they are requiring. If I was unhappy with my experience at the store, on my receipt appears a phone number to call the store manager or go to the website and fill out a form.
The Home Depot also is quite creative. With the Home Depot, when I purchase an item on my receipt it says "Enter for a chance to win a $5,000 Home Depot Gift Card - go to our website." When I go to the website, there are 20 questions, was the store clean, were the associates friendly, did you find what you were looking for.... The exception with Home Depot is that is asks, sex, marital status and race. These questions are optional but if answered properly, the store has offered me a gift card and the corporate office obtains a demographic of the customers in a particular area.
The risk here is not to ask for information. How can a company properly function if it does not receive feedback. I feel that these two companies are mitigating the risks by obtaining important information that is voluntary. I have the option to answer or not answer the Walmart questions at checkout and the option not to go to the website for Home Depot.
b) Increase effectiveness. This depends on the product. Why would the makers of "depends adult diapers" advertise on MTV? What would be the purpose? All the young folks watching have grandparents that might need the product but the viewing ...
Education
- Master of Business Administration, University of Phoenix
- Bachelor of Science in Paralegal Studies, Kaplan College
- Business Diploma, Katharine Gibbs Business College for Women
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