Problem:
You are a marketing consultant (as before). You get a call from the president of a medium size service firm. (Choose your industry and/or company.) The VP of marketing has rebelled. The VP says: "This CRM is nonsense. We have loyalty programs and we're polite. We even give adjustments most of the time
"But this is 2009. Customers are fickle. All they care about is price. We might as well reposition ourselves as the bargain service with the lowest prices. Why bother with CRM?
You are hired (as usual, with a generous retainer) to answer comment on the VP's statement. Oh yes, the president says. "When you write your report please show us how we might use some of the new-fangled 21st century ideas. Should we be in (shudder) Facebook? And what's all this about customer engagement? Isn't it enough that they like us?"
Your assignment: Write a business memo to answer the President's question. As usual, keep the background very short.
Do not write definitions. Instead, apply the concepts. Instead of defining customer engagement, you would say something like, "I believe your firm can engage customers by...." And/or "Customer engagement is/is not an appropriate goal for your firm because....
Excluding your title page, your paper should be approximately 3 pages (750 words). Remember to cite sources correctly.