BACKGROUND
A routine investigation
of customer loyalty for a client uncovered a
significant positive correlation between the call
frequency of the sales representatives and
customers’ perceptions of the overall sales
representative’s quality. Sales representative
quality was a strong driver of the overall quality
of the firm. Overall quality of the firm led to
desirable behaviors of customers – maintaining their
business with the firm, increasing their business
with the firm, and recommending the firm to others.
SITUATION
The Loyalty Research Center was able
to calculate the threshold level of
call frequency – the level of call
frequency below which the perceived
quality of the firm’s sales
representatives had a sharp decline.
However, call frequency was affected
by the objectives that each district
manager had in place for his/her
salespeople.
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MARKETING
MANAGEMENT QUESTION
How can research be used to uncover
conflicting objectives from one
sales district to another and how do
different objectives put in place by
district managers affect the overall
performance of the sales force? |
Find out what course of action was taken
and what the results were. Read the full
text -
Case 8: Customer Loyalty Case Study in
Sales Force Objectives. |
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