This course focuses on the role of customer satisfaction measurement and management in a firm’s marketing and internal operations. Key concepts developed in the course include: estimating the profit impact of customer loyalty and the lifetime value of customers, how to build customer satisfaction, measurement and management systems, how to identify and prioritize the drivers of customer satisfaction, how to align the firm’s internal value-delivery processes with the voice of the customer. Through the course, students should develop an appreciation of the asset value of customer loyalty and retention, learn ways to measure and increase them, and be better able to assess the impact of strategic decisions on customer satisfaction and retention. Tools and concepts developed in the course are applicable to businesses in a variety of industries, including business-to-business, business- to-consumer, manufacturing, distribution, and services.
