Question 1: 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?
Question 2: 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?
Question 3: 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?
Question 4: 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?
Question 5: 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?