Goals, Strategies and Expected Return on Investment of Customer Education: An Exploratory Case Study
Journal Title: International Conference on Marketing and Business Development - Year 2016, Vol 0, Issue 1
Abstract
The aim of this research is to provide insight and deeper understanding of the goals, strategies and expected return on investment of customer education by organizations of coffee companies in Italy. For this study, the following research questions were posed: How the goals and strategies of customer education initiatives by the organization can be described? And how the expected return on investment of the customer education initiatives by organizations are described? Based on the above discussions, the main objectives, strategies and expected benefits of educational initiatives for customers by the School coffee. Through this research, it was found that the customer education process to create value, must obey to the five following qualities: be easy, be relevant, be fresh, manageable and measurable. At the end of this study, the results indicate that the main goals, strategies and the expected return on investment of customer education initiatives by those organizations were higher profitability, cost reduction, customer performance, customer satisfaction, customer retention and loyalty and the positive impact on the overall performance of the organization in the long term. Based on this, implications for managing customer education from the distributor perspective and future research direction are subsequently discussed.
Authors and Affiliations
Kamel Ben Youssef, Milena Viassone, Erick Leroux
Keywords
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