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Case
-
Reference no. IMD-5-0606
Prize winner
Compact case
Subject category: Marketing
Published by:
IMD (2002)
Version:
03.01.2006
Length:
5 pages
Data source:
Field research

Abstract

This is part of a case series. The (C) case describes Tetra Pak's decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the organisation towards its customers and improve customer satisfaction. Among these initiatives are: customer win-back programme, key account management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all these initiatives help redress the customer satisfaction problem?

Topics

Industrial marketing; Key account marketing; Customer orientation; Value chain marketing; Customer satisfaction surveys; Marketing implementation; Management of change
Industry:
Size:
EUR7 billion, 22,000 employees
Other setting(s):
2000-2002

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