Kfc and Hartz Chicken Case Study 1

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Case Study Assignment for IB 1005 January Semester 2011(20%)

Your manager has asked you to approach 2 existing customers who have been unimpressed with the bank’s services so far. He has asked you to evaluate, using available customer data, what products and services that can be further sold to this two customers in order for them to enjoy an improved customer experience with the bank. The first customer is your manager’s best friend of 20 years, Mr. Michael, who now runs his own successful business, while the second customer is your manager’s nephew, Adam, who is currently working in another bank.

Your manager informed that Mr. Michael is unhappy with his current banker, and a few other reputable banks are already promoting their products and services to him. Due to his wide business network, your manager believes there is a high potential for further products to be sold to him in the future. Mr. Adam, on one hand, comes from a wealthy family, and by improving his experience with the bank, your manager believes there is a continuous source of quality referrals from him in the future. The main intention is to ensure each customer take-up three or more products from the bank to ensure customer loyalty and product retention.

The information available on the 2 customers extracted from your bank’s CRM system is as follows:

|Information Available |Mr. Michael |Mr. Adam |

|Age |50 |29 |

|Occupation |Businessman |Marketing manager |

|Status...