Question 1: Read the article about Delta Airlines’ frequent-flier program and answer the
questions that follow
1, As a tool of customer retention, frequent-flier programs have a number of advantages and
disadvantages. Explain those pros and cons in Delta's situation.
2, Expectations are a very important part of customers' perceptions of quality, value, and
satisfaction. Explain how expectations play a role in Delta's situation.
3, If you were a competitor of Delta, how would you respond to the ambiguity that Delta has
created in its frequent-flier program? Explain.
Question 2: View this video of a commercial marketing BirthdayShout’s service offerings for
companies attempting to build customer relationships. The commercial emphasizes the
personal touch in customer relationships. Companies use BirthdayShout’s calling system to
call their clients on their birthdays and sing them happy birthday in the owner’s or manager’s
voice. The commercial promotes phone calls as a more personalized way to connect with
customers because e-mails are easily deleted and paper birthday cards are expensive.
BirthdayShout is promoted as a way to increase client retention, referrals, and relationships.
Testimonials from U.S. Bancorp and State Farm were used to demonstrate how their clients
were highly responsive to these types of phone calls.
1, How does BirthdayShout create value for both its business customers and the end-clients
of those customers?
2, According to the commercial, what are some of the tools used to measure customer
satisfaction with BirthdayShout's services?
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