Managing Customer MBA 730
MONDAY 7:30 – 9:50 Auerbach Hall 327 CRN 30191
Professor Mary L. Carsky
This course focuses on building relationships between an organization and its customers. Students will explore methods of identifying customer needs, expectations, and satisfaction. Buyer behavior theory will be applied to the measurement of customer satisfaction congruent with current industry practice. Emphasis will be placed on the collection, analysis and measurement of internal and external data for use in developing effective business strategies. Prerequisites: MBA Core
1. Understand customer needs and preferences.
2. Appreciate the importance of internal customer satisfaction
3. Measure internal and external customer satisfaction
4. Interpret, analyze, and apply customer data.
5. Determine the value of an external customer
6. Develop effective customer management for the new economy.
Anton, John (1996) Customer Relationship Management: Making hard Decisions with Soft Numbers, Upper Saddle River, NJ: Prentice Hall, Inc.
Supplementary Readings and Cases: Available from the Instructor
2. PARTICIPATION & DISCUSSION.
Time will be allocated during class periods to the discussion of current thought/issues. Students are expected to be prepared to discuss assigned articles and cases in class.
3. RELEVANCE OF THE COURSE
What is the relevance of this course to you or the organization for which you work? Considering your occupation and occupational aspirations, be prepared to comment on at least one ‘take away’ idea or concept from each class.
4. WRITTEN CASE ANALYSIS
Three cases are assigned throughout the semester. Students are required to prepare written solutions to at least two of the cases. The lowest grade will be dropped for students who prepare all three. However, students are expected to be prepared to discuss all three cases in class. All written case analyses are due in class on the due date. No late cases will be accepted for any reason. (Feb. 19, Mar 5, Apr. 23)
There will be one mid-term exam. The exam will focus on your mastery of the material in the texts and the assigned readings. The exam is a take-home due March 26 but will accept e-mailed exams until March 30. Note: Please request a reply indicating receipt of the exam. No reply means I did not receive your email.
5. TERM PROJECT
Students, working teams of 3 or 4 will develop a customer management strategy for a business or non-profit organization.
Class participation 15%
Cases analyses 20%
Mid-term exam 15%
Term project 50%
Written paper 40%
This course is conducted in accordance with the academic policies and procedures outlined in The Source. Students are encouraged to look a The Source for policies on academic honesty, and student conduct.
Disability GuidelinesIf you have been diagnosed with a disability and
you require reasonable accommodations, you must make an appointment with
the Director of Student Services at 768-4260. Documentation must
be presented so that you may be referred to the appropriate office for
these accommodations. All information is kept strictly confidential.
Description of the Term Project
PART I: Select a business or not-for-profit organization
for which you can easily identify the customers. (so that you can survey
approximately 100). Identify the points of customer contact/channels(ie.
Telephone, internet, point-of-service [purchase], post-purchase, etc. where
problems are likely to occur. Identify the ‘satisfaction drivers’
1. Conducting qualitative inquiry to identify potential problems– key informant interviews, customer interviews, complaint data, etc.
2. Present a summary of the results of qualitative inquiries on March 12.
3. Develop a customer satisfaction survey based on the findings of your qualitative inquiries. The survey should be no longer than 3 pages and include:
· Questions about satisfaction with attributes of the satisfaction drivers
· An overall satisfaction question (5 pt. Scale)
· How often customers use/buy the service or product.
· How much they spend on the product/service. (to calculate the lifetime value)
4. Pretest the survey in class on April 2.
5. Submit written report on April 2 in which you:
· Briefly describe (identify) the focal organization.
· Explain why you chose this organization.
· Identify the points of customer contact/channels, satisfaction drivers, and business processes involved (validation for your survey design).
· Present results of the qualitative inquiry.
· Describe the survey (ie. What questions relate to points of contact, satisfaction drivers, business processes that need improvement) Justify each question.
· Present one table showing which items query on the satisfaction drivers.
· A copy of the completed survey.
· Note: This will become the Introduction section in your final report.
6 Failure to submit Part I on the due date will result in –10% of the project grade.
Part II: Conduct the customer satisfaction
survey (100 responses) Data will be analyzed using SPSS for Windows.Ò
Students will enter the data on an Excel 4.0 file and submit the file
on or before April 16. Data analysis will be conducted by the instructor’s
GA. Results of the analysis will be returned to students on April
16. Based on the results, develop a plan of action to improve customers
and justify the plan to top management. The second part of the project
1. The results of the survey – identification of areas needing improvement.
· Descriptive results of what was learned from the data. – use frequency results on all questions.
2. Customer satisfaction indices developed from the survey results.
3. A plan of action to improve satisfaction and retention.
4. A justification to top management including the costs of the action plan and benefits of customer retention (lifetime value of a customer).
5. Show how the plan of action fits the strategic orientation of the firm/organization.
6. Present the results in class on May 9.
7. After each part of the term project, students will evaluate the performance/contribution of team members; grades will be adjusted accordingly.
Note: Case analyses are to be typewritten and stapled. The final term project should be submitted as a formal professional report. It should be bound and contain: A title page, executive summary, table of contents, and appendices (tabled results of the data analysis and copy of the survey).
TENTATIVE COURSE OUTLINE
Jan. 29 Introduction and Overview: Managing customer interfaces in the new economy.
Nunes, Paul, Diane Wilson and Ajit Kambil (2000) “The all-in-one market.” HBR May-June 2000.
Werbach, Kevin (2000) “Syndication: The emerging model for business in the internet era.” HBR May-June 2000.
Feb. 5 Economics of Customer Satisfaction: The Value of Loyal Customers
Due: Information sheets on the back of the syllabus.
Brown, Stanley A. (2000) Customer Relationship Management.
Overview, Ch 1 Putting CRM to Work: The Rise of the Relationship
Anderson, Henrik and Per D. Jacobsen (2000) “Creating Loyalty” Its strategic importance in your customer strategy. In Stanley A. Brown, Managing Customer Relationships Ch. 4, 55-64.
Grant, Alan W.H. and Leonard Schlesinger (199) “Realize your customers’ full profit potential.” HBR September-October 60-77.
“The Value of a Satisfied Customer”
Feb. 12 Managing Internal customers to satisfy external customers
Heskett, James L, Thomas O. Jones, Gary W. Loveman, W. Earl Sasser, Jr.
and Leonard A. Schlesinger (1994) “Putting the service-profit chain
to work.” HBR March-April 26-36.
Ricci, Anthony J., Steven P. Kirn, and Richard T. Quinn (1998) “The employee-customer-profit chain at Sears.” HBR January-February 82-98.
In class simulation
Who are my customers? What motivates them?
Case due: A measure of delight: The pursuit of quality at AT&T universal card services (A).
Crutin, Robert (1984) “Foundations of Behavioral Economics”
Anderson, James C. and James A. Narus (1998) “Business marketing: Understand what customers value. HBR November-December 82-98.
Dalrimple (1998)“Customer Analysis” (Ch. 3) Marketing Management
Customer Relationship Management for Satisfied Customers
Jones, Thomas O. and W. Earl Sasser, Jr. (1995) “Why satisfied customers defect.” HBR November-December 88-99.
Hart, Christopher W.L. James L. Heskett, and W. Earl Sasser, Jr. (1990) “The profitable Art of service recovery.” HBR July-August, 58-66.
Bhoti, Ch. 3: Why Companies Don’t Satisfy Their Customers
Measuring Satisfaction: Qualitative Measures
Case due: Club Med A
Anton, Ch.1: Customer Relationship Management
Anton, Ch. 2: Management Requires Measurement
Anton, Ch. 3: Qualitative Measurement Methods
Anton, Case 3: Introducing the Teletary pp. 153-158
Measuring Satisfaction: Quantitative Measures: Survey Design
Due: Qualitative Data Collected – present summary in class
Anton, Ch. 4: Quantitative Measurement Methods
Anton, Ch. 6: Customer Relationship Survey Design
Bhoti, Ch. 10: Measuring Customer Satisfaction and Customer Loyalty
Mar. 19 SPRING BREAK---NO CLASS
Group Meetings with Instructor (schedule during class time)
Due: email draft of survey to instructor by Mar. 25 (midnight)
Mid-term exam due; email exams accepted until Mar 30.
Apr. 2 Pre-test surveys in class --- begin data collection
Part 1 of project due
Apr. 9 Indices of Customer Satisfaction for product/service improvement Coding Surveys
Anton, Ch. 5: Calculating Relationship Indices
Anton, Ch. 7: Statistical Analysis of Customer Surveys
Anton, Ch. 9: Using Customer Relationship Survey Results
Concepts of Data Modeling and Data Management
Excel Data File due in class along with data analysis plan
Anton, Ch. 7 Statistical Analysis of Customer Surveys
Brown, Stanley A. (2000) Customer Relationship Management Ch2. “The Need for a Market-Intelligent Enterprise (MIE)”
SPSS (n.d.) “Building profitable customer relationships with data mining.” SPSS White Paper – executive briefing.
Analyzing and Interpreting the Data
Due: Case—Xerox Customer Management Program
Bring Data Analysis Results to Class
Anton, Case 5: The Perceived Dynamics of Service Quality
Apr. 30 Continuous Improvement
Finkelman, Daniel P. (1991) “Crossing the ‘zone of indifference’”
Marketing Management, vol 2 (3) 22-31.
Bhote, Ch. 12 Continuous Improvement
Pine, B. Joesph II, Don Peppers, and Martha Rogers (1995) “Do you want to keep your customers forever?” HBR March-April 36-47.
Strategic Implications – CRM in the 21st Century
Tracey, Michael and Fred Wiersema (1992). “Customer intimacy and other value disciplines.” HBR January-February.
Porter, Michael E. (1996) “What is strategy?” HBR November-December
Due: Complete Project – a formal presentation (bound & professional copy to be submitted).
GRADUATE STUDENT INFORMATION SHEET
NAME E-MAIL ADDRESS
LOCAL ADDRESS CITY/TOWN STATE ZIPCODE
WORK PHONE HOME PHONE
WHAT DO YOU EXPECT TO LEARN IN THIS COURSE?____________________________________