Use the timeline presented in Exhibit 10, evaluate the various steps taken by the firm in its CVM program. Nortel’s process began as a top down

Use the timeline presented in Exhibit 10, evaluate the various steps taken by the firm in its CVM program. Nortel’s process began as a top down

Review the case, Customer Value Measurement at Nortel Networks – Optical Networks Division

After reviewing the case, prepare responses to the following questions:

  1. Use the timeline presented in Exhibit 10, evaluate the various steps taken by the firm in its CVM program.
  2. Nortel’s process began as a top down approach (case page 3); do you think that this is the right way to begin the journey? What are the problems with such an approach? What are the benefits?
  3. List the various issues related to the early survey and database design as discussed on case pages 3 and 4. What are the problems? How would you mitigate these problems?
  4. What are the implications of the information provided in Table A (case page 4 and 5)?
  5. Evaluate the CVM approach discussed on case pages 5 to 7 and Exhibits 6, 7, 8. Do you agree with the four-category approach discussed on case page 7?
  6. What are the implications of dramatic company level changes regarding ongoing data collection initiatives, such as Nortel’s Right Angle Turn?
  7. When does it make sense to use qualitative research methods to listen to the customer? What are the benefits? Limitations?
  8. What is your assessment of the proposed RCV approach? Specifically, what conclusions would you draw from the data provided in Exhibit 4. What would you recommend as the plan of action for managing the customer in this case?
  9. What is your recommendation to Conroy and Sauve on which combination of choices for soliciting customer perceptions would make best use of the available resources, minimize the intrusion on customers’ time, and add value for the business and customers alike? Why? What concerns do you have with your recommendations?
  10. What is the difference between customer satisfaction, customer value, and customer loyalty? When, how, and why would you use each of the three metrics?
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