Discussion questions:
1Q. Given the commoditized nature of many markets today, does customer relationship management and associated focus on quality, value and satisfaction - make sense? If price is the only true differentiation in a commoditized market, why should a firm care about quality? Explain.
2Q. Think about all the organizations with which you maintain an ongoing relationship (banks, doctors, schools, accountants, mechanics, etc.). Would you consider yourself to be unprofitable for any of these organizations? Why? How might each of these organizations fire you as a customer? What would you do if they did?
3Q. What is the key to customer retention and what is the zone of tolerance? What are a few of the methods for measuring customer satisfaction?