DAY ONE: September 5
SESSION 1:
TOPIC:
Customer Insights: An Overview (Lecture/Discussion)
SESSION 2:
TOPIC:
READING:
Insights: Customer Acquistion
Alpen Bank: Credit Cards in Romania (Case Study)
Preparation Questions:
Alpen Bank
1. What are the economics of the credit card business in
Romania? What is the cost of acquisition of a new customer?
How many customers will be needed to breakeven?
2. Is breakeven achievable? In what time period?
3. What other customer insights can you infer from the case
study?
4. Should Alpen Bank launch the credit card? Why or Why not?
How does the credit card business compare to the core
banking business?
5. If the bank launches the credit card, who should they target
first? What should their positioning strategy be?
SESSION 3:
TOPIC:
READING:
Insights: Customer Retention
Rosewood Hotels and Resorts (Case Study)
Preparation Questions:
Rosewood Hotels
1. Why is Rosewood considering the new branding strategy?
2. What are the pros and cons of the new branding strategy vs the
new brand strategy?
3. What is the impact of the new branding strategy on lifetime
customer value?
4. How does customer retention impact lifetime value?
SESSION 4:
TOPIC:
READING:
Customer Insights: Challenges @ T-Mobile (Group Exercise &
Presentations)
DAY TWO: September 6
SESSION 1
TOPIC:
READING:
From Data to Insights: Methodology (Lecture – Discussion)
SESSION 2
TOPIC:
READING:
Insights: Customer Value
Customer Value Measurement at Nortel Networks (Case Study)
Preparation Questions: Nortel Networks
1. Using the timeline presented in Exhibit 10, evaluate the CVM process developed by
Nortel.
2. What do you think about the top-down approach?
3. Do you see any issues related to the early surveys and database design (pages 3-4)?
4. What are the implications of Table A and pages 4-5 of the case study?
5. Evaluate the CVM process detailed on pages 7-8. What do you think of the four
category approach ?
6. What are your views on Nortel’s Right Angle Turn method for data collection?
7. How about the RCV approach?
8. If you were asked to develop/enhance customer insights at Nortel, what would you
recommend? Would your methodology get the best insights for the least money spent,
and least intrusion on customer’s time? Would your recommendation add maximum
value to Nortel and its customers?
9. Which metric is the most important: customer satisfaction, customer value or
customer loyalty? How and when should we use each of these metrics?
SESSION 3
TOPIC:
Customer Insights @ T-Mobile: Next Steps (Group Exercise & Presentations)
SESSION 4
TOPIC:
Program Summary