Customer Relations: Five discussion questions
(1.) Here is an interesting article from the NY Times about some over-zealous data mining. Based on what you've learned from the Background of this module, please comment. Your response will be evaluated based on how well you integrate material from any part of the Background. I recommend looking at the last sections of the Background: Institutional Resources and Data Mining.
The title is Doctors Object to Drug Data Gathering by Stephanie Saul, NY Times, May 4, 2006.
Premise: Computerized records showing which doctors prescribed which drugs can be very helpful to a pharmaceutical sales rep - but should they be made available to the pharmaceutical companies? Doctors and public officials claim this data mining is intrusive to both doctors and patients. States such as New Hampshire, Arizona and West Virginia have introduced bills prohibiting this practice.
(2.) "A profitable customer relationship is not a one-night stand." -- an author of a book on Loyalty Management. .
Note that this statement is not always true.
(a) When would a business want to develop a relationship with a customer? Give at least one example.
(b) When would a loyalty program be a waste of time? Give at least one example.
Now (very important) explain why you categorized businesses this way. And (for a truly great answer) explain how a business can be profitable without developing relationships with customers.
(3) Managers today can choose a technological approach to decision-making. For example, when designing new products, they can go to a database and do some data mining. When satisfying customers, they can create a technological solution.
For this TD: Present ONE marketing problem and compare a high-tech vs low tech approach to solving it. For instance, you can automate your markeing research - or you can use depth interviews as a low-tech solution. When is each approach appropriate?
Tip: You must use the term "technology" or "information technology" correctly to get an ! Review my Expectations Message and my other emails as well as the Background.
(4) Compare a high-tech AND a low-tech way to deal with frustration and cognitive dissonance.
Give specific examples from your own experience.
You can refer to different products and services, i.e., you can talk about a high-tech way to handle dissonance with cars and a low-tech way for health care, or vice versa.
You'll be evaluated on the logical way you state your position and your understanding of the concept of "technology."
(5) How are current organizations using technology to deal with problem customers and enhance security? Can technology help customers avoid danger, such as identity theft? Or would a low-tech solution be more effectively? For instance, at airports, can we use technology to reduce the hassle of security? Or will we always be dependent on subject face-to-face encounters?