Managing Now 1st edition Gary Dessler, Jean Philiips - Solutions

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At the same organization, assume the company rank-orders customers by value and places the MVCs behind a picket fence. What happens to customers and to customer portfolio managers behind that picket fence?
For the same organization, consider the current culture. Can you describe it?Would that have to change for the organization to manage the relationship with and value of one customer at a time? If so, how?
Choose an organization and draw its organizational chart. How would that chart have to change in order to facilitate customer management and to make sure people are evaluated, measured, and compensated for building the value of the customer base? Consider these questions:a. If a customer’s value
In an organization, who should “own” the customer relationship? What does that mean?
At the same organization, assume the company rank-orders customers by value and places the most valuable customers behind a picket fence for 1to1 treatment.What happens to customers and to customer portfolio managers behind that picket fence?
For the same organization, consider the current culture, and describe it. Would that have to change for the organization to manage the relationship with and value of one customer at a time? If so, how?
Choose an organization and draw its organizational chart. How would that chart have to change in order to facilitate customer management and to make sure people are empowered, evaluated, measured, and compensated for building the value of the customer base? Consider these questions:a. If a
Customer analytics can be used for improving retention rates. How?
Often the challenge in using predictive models boils down to a misunderstanding of the nature of cause and effect. Although statistical analysis might reveal that two observable events tend to happen at similar times, it does not necessarily mean that one event “causes” the other. What is more
From the customer’s perspective, which is better: to buy through one channel or through several channels? The obvious answer is to have multiple channels available—order from the Web, make returns at the store, check on delivery by phone—and have all of those contact points able to pick up
How is retention different from Share of Customer (SOC) as a measure and how would it be used differently? Why are both important?
Should the value of customers a company doesn’t yet have be calculated and taken into account in the present quarter? Why or why not?
If a company rewards employees based on a combination of current and future values of customers, how might that change decision making?
Let’s imagine you are the customer portfolio manager of a wireless phone company.How should you be evaluated at the end of the quarter? Straight sales from your customers? Net sales (sales minus cost to serve)? Customer satisfaction?Would it make sense for you to be evaluated on a combination of
Name half a dozen examples of mass customization or expanded needs sets in the enterprises where you do business.
If customization is such a good idea, why don’t we see more of it in the marketplace right this minute?
How will Lego practice mass customization? To think about mass customization for Legos, consider: Who are the customer types for Lego? (Think retailers, B2B.) Who are the MVCs? The MGCs? The BZs? (See Chapter 5.) What are customers buying when they buy Legos? (It’s not “toy building
Compare the situation of Big Business versus Big Brother having detailed information about you.
What is the difference between privacy and data security, and how should that difference affect the way we use customer data?
Is anonymity the best solution to privacy?
Who owns a customer’s information? Who should profit from it? How would that work?
Now answer the questions in number 1 for: A natural gas company A retail shoe chain A company that makes pneumatic valves for construction The U.S. Navy Other kinds of organizations (you decide)
Now imagine you work for a large automotive company and answer all the questions in number 1. Are your answers different? Why or why not?
You’ve been appointed as the new chief marketing officer (CMO) for a large packaged-goods company. Your CEO has decided that your company will be the premier “relationship” company in your industry. What could that mean? How will you execute that? What will you use as data collection
When you plan to buy a product and want to investigate its benefits and drawbacks, whose advice do you seek? Do you think the advertiser will tell you about the drawbacks, or just the benefits? If you are trying to evaluate the product by researching it online, do you have more confidence in it if
How does the European book club mentioned in the discussion of complaint discovery actually know that it’s the calling program that led to 6 percent fewer drop-offs and 8 percent more sales per member? Might it not have been the book selection that year? Or the economy?
What are some of the explicit bargains companies have made with you in your role as a customer to get some of your time, attention, or information?
What problems might occur if an enterprise participates in customer dialogues but its own information and data systems are not integrated well? Do you remember any personal experience in dealing with a company or brand that could not find the right records or information during your interaction
TiVo and other digital recording devices collect very specific data about household television viewing. These services make it possible to know which programs are recorded and watched (and when and how many times), which programs are recorded and never watched, and which programs are transferred to
For each of the listed product categories, name a branded example, then hypothesize about how you might categorize customers by their different needs, in the same way our sample toy company and pharmaceutical company did. Unless noted for you, you can choose whether the brand is business to
Is it possible to meet individual needs? Is it feasible? Describe three examples where doing this has been profitable.
If it could only do one, is it more likely that a customer-oriented company would rank all of its customers differentiated by value or differentiate all of its customers by need?
Why has more progress been made on customer value differentiation than on customer needs differentiation?
For each of the companies listed in #4, what’s the next step? How does a company use the information about customer value to make managerial decisions?
What are likely to be the best measures of actual and potential value for each of the listed customer bases? How would you confirm that your answer is right?Would the company likely be best served by proxy or statistical/financial value analysis? Customers for a B2B electronics components
Search the Web for a company that has successfully “fired” customers in the past.What policies are successful, and what policies are likely to create mistrust?
How often should actual value be calculated? Potential value? Why?
Why is it not enough to consider average customer value?
What will encourage customers to “raise their hands” and agree to be identified and recognized?
How can a company identify customers when those customers don’t talk to its representatives very often, if at all—at least not individually? (Consider a pet food manufacturer that sells to retailers, not directly to consumers. Or a convenience store that operates on a cash basis. Or a fast-food
Describe and name two companies you have done business with as a customer.One of them treats you as if you are a new customer every time you show up, or at least any time you show up anywhere you haven’t done business with the company before. At the other company, you are recognized as you every
In the last few years we have seen many examples of the breakdown between company governance and stakeholder interests. Do you think these corporate scandals might have played out differently if the corporations involved had built their businesses on the basis of becoming trusted agents for their
Now that you’ve read Green’s essay on trust, can you think of examples of companies that have little or no self-orientation? What are the signs that a company has too much self-orientation? (Check the company’s stock performance for the last 15 years.)
Do you agree or disagree that a relationship must always be characterized by some level of emotional involvement? Why?
Think about the companies you do business with as a customer. Name an example of a company that identified and recognized you, one that differentiated you by need or value, one that has made interaction easy and fun, and one that has changed something about the way it does business with you now,
Pick a brand that you will always buy. What happened specifically to create this loyalty from you? Is there anything that could dissolve your loyalty or make it even stronger?11
Assume that there exists asymmetrical dependence between a buyer and a seller. Answer the following questions two ways: First, assume the buyer is more dependent; next, assume the seller is more dependent.10a. How do you reduce uncertainty if you are a buyer? A seller?b. Will there always be some
Consider the relationship enhancers and building blocks mentioned by Julie Edell Britton. For each one, think of a for-profit or a nonprofit enterprise that serves as an example.
James Barnes says an important ingredient to a good relationship is an emotional connection, but customer relationships have elsewhere been referred to as a“bond of value” or a “bond of convenience.” What do you think? Do customers have to love a product or company in order to have a
Based on what we now know about the essence of relationships, is it possible for a customer to have a relationship with a commercial (or other) firm? Is it possible for a customer to have a relationship with a brand? Is it possible for a firm to have a relationship with a customer—especially a
“The new interactive technologies are not enough to cement a relationship, because companies need to change their behavior toward a customer and not just their communication.” Explain what this statement means. Do you agree or disagree?
In the age of information (and connectivity), what will be happening to the four Ps, traditional advertising, and branding?
How can we account for the upheaval in orientation from focusing on product profitability to focusing on customer profitability? If it’s such a good idea, why didn’t companies operate from the perspective of building customer value 50 years ago?
If retention is so much more profitable than acquisition, why have companies persisted for so long in spending more on getting new customers than keeping the ones they have? What would persuade them to change course?
Understanding customers is not a new idea. Mass marketers have done it for years. But because they see everyone in a market as being alike—or at least everyone in a niche or a segment as being alike—they “understand” Customer A by asking 1,200 (or so) total strangers in a sample group from
Assume that AT&T’s managers have accepted your recommendations. Now, provide ATA&T with a short report itemizing the problems it can anticipate in getting employees to use these collaborative devices and how you suggest it can overcome those problems.
Specifically, what types of collaborative technology would you recommend that AT&T provide to its telecommuters and office staff now to maximize the opportunities for collaboration? Why did you suggest these types of technology?
Just about everyone uses information technology systems and devices today, and many of these systems and devices support collaborative activities.In teams of three or four students, list at least ten information technology systems and/or devices that you typically use, and next to each one, itemize
We’ve all probably met, at one time or another, people we did not trust. In groups of three or four students, pick (without mentioning names) one or two people who each student did not trust. Make a list of what those people did—in terms of their actual behaviors—that made them
What role do measurable performance goals play in building collaboration and trust?
What virtual teams do you participate in, and what types of technology does your virtual team rely on?
What does building and maintaining collaboration depend on?
What are the main types of collaborative technologies, and what situations are they most suitable for?
List five reasons supply chains can’t function without trust.
If you were the leader of a team at Novartis, what would you do to maximize the effectiveness of your own team? Be sure to take into account your own leadership and teamwork styles and preferences.
Besides training, what should Novartis do to improve teamwork in these teams?
What were the main issues compromising team effectiveness at Novartis?
This exercise should be completed out of class in groups of three to five students. Your assignment is use the Internet to research the values and culture of an organization chosen by your group. Then write a two-page report describing two aspects of the organization’s culture that you feel are
Imagine that you are about to start working on a semester-long class project in a team of five students. What can your team do to ensure that it performs well? What should your team watch out for as signs that the team might be underperforming?Think about what you learned from reading this chapter
Assume that members of your group of three to five students are each business strategy consultants who know each other from college. You have decided to form an alliance to better serve each of your clients and increase business. You each work in different towns in the same state but are at least
Working alone or in a group of three to five students, read the following description of work teams at IDEO, the Palo Alto, California, industrial design company that helped create the Swiffer Quick Flick, Apple mouse, and Palm V handheld computer. Then answer the following questions.Be prepared to
Do you think that the increasing use of IT and the Internet strengthens or weakens organizational culture? Why?
Why is organizational culture important to organizations? What would happen if a company let its culture develop on its own and did not try to proactively shape or influence it?
Do you think that it is important for employees to feel a sense of community at work? Why or why not?
How do you think that working on a virtual product development team would be different from working on a face-to-face team? Do you think that the characteristics you identified would help or hurt the team’s performance? Why?
What might you do differently as a leader of a virtual versus a face-to-face team?
Think about a time when you interacted with a team leader who you thought was very effective.What did she or he do that made the team so effective? Link your answers to the material you learned in this chapter.
What do you think are the most important skills for leading a team? Why?
What do you think are the three biggest threats to team performance? Why?
Think about a time you were on a team that performed poorly. What could have been different that would have allowed the team to perform better? Link your answers to the material you learned in this chapter.
What can managers do to effectively communicate to employees why they are being electronically monitored and make them more comfortable with the monitoring?
How do you think electronic monitoring affects employees’ morale?
Do you think that organizations have the right to monitor employees electronically? Are there any situations in which you think organizations should not be allowed to monitor employees electronically?
What forms of electronic monitoring would you be in favor of at work? What forms of electronic monitoring would you be opposed to? What could your manager do to make you feel more comfortable with being electronically monitored?
Working alone or in small groups, use the Internet to research different ways two different companies are using webcasts to communicate. Write a two-page paper comparing and contrasting how the two different companies are using the technology, and provide recommendations for how each company could
It is midterm week. You have four exams scheduled in two days and are concerned that you won’t be able to do your best on the exam in this class. In groups of four to five students, use what you learned in this chapter to persuade the instructor to reschedule the midterm for this class to the
Form groups of four to five students and appoint one member as the group’s spokesperson. As a group, brainstorm ways that IT and the Internet can make managers more effective in their roles as leaders. From this list, identify what your group thinks are the best three ways managers can leverage
Pair up with another student. One student should be the job candidate, and the other should be the company representative negotiating a job offer for an entry-level management position. Assume that the company typically pays similar new hires in the range of $30,000 to $40,000, with the dollar
What do you think are the most important communication skills for managers?
What are some of the negative consequences if media richness is not matched to the message being sent?
How have IT and the Internet changed organizational communication? Do you think each of these changes is for the better, or have any of them made organizational communication more difficult? Why?
When do you think formal communication is best in an organization? When is informal communication best?
Think about a time when someone’s nonverbal cues overrode their spoken words in communicating a message. What about their behavior made you question what they were saying?
How is communication important in helping managers be effective leaders?
Why would involving the workers’ families enhance workers’ motivation?
What might GM have done, rather than announce the plant’s closing, to motivate the plant workers to do their best? Would your suggestions have been as effective? Why or why not?
What motivation theories describe why the workers became so motivated to do their best?
Use the Internet to identify a situation where a company leader was effective in motivating employees in some way (i.e., to perform better, to work more safely, etc.). Write a two-page paper describing what made the leader effective, applying material you learned in this chapter.
Interview two people about a job they currently hold and try to identify the factors that motivate each person. What are the similarities? What are the differences? Now imagine that you are their manager. Given what you have learned, what recommendations would you make about how best to motivate
In groups of three or four students, identify a job with which you are all familiar or a job currently held by one of your group members. Use Figure 14.5 to analyze the job’s enrichment potential.To what degree is the job enriched now? Why? What would your group recommend to enrich it further?

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Managing Now 1st edition Gary Dessler, Jean Philiips - Solutions

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