For your first assignment, you will write a report focusing on the customer lifetime value for a company in a market or
industry of your choosing. While this could be a real organization such
as Starbucks or Apple, you are also free to use an imaginary small business to
which you could apply this week’s concepts.
Once you select your company, write a report on how your company manages its approach to customers. In your report, ensure to address the following:
- How does the company build its customer focus?
- What steps does the company take in terms of achieving customer satisfaction?
- Does the company follow a strategy for maintaining customer lifetime value and loyalty? If so, how? If not, what might be the possible repercussions of this for the company?
- What marketing metrics does the company employ to measure customer lifetime value and customer satisfaction? How are these implemented?
- How does the company manage its marketing profitability?
Ensure to select a company that you are sure to work with as you will use this company as a case for all the assignments in the course.
Formatting
Your report for this assignment will
be in the white paper format. While the formatting for white papers
usually varies depending on the report content, for your report you may
use the white paper organization provided below.
Please ensure to meet the following formatting criteria:
- 4-5 pages (1200-1500 words)
- List of your sources on the last page
- At least two visuals (graphics, charts, tables, etc.)
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