PU E
SHI
NG Y L E NC
OU TO THE GATE OF EXC EL
Education is the most powerful weapon which you can use to change the world
,WARNING: PLEASE NOTE THAT PLAGIARISM IS A SERIOUS ACADEMIC
OFFENSE, therefore students must use this document ONLY as a guideline. Hence
students have regenerated their own (personalized) solutions paying particular
attention to module contents as prescribed by module facilitators, lecturers and
supervisors. This document’s purpose is to compact all sources of information that
might be relevant to students’ assignments, hence additional knowledge on the
provided information is not restricted by the authors. However, submitting this
document as one’s final work is considered unethical, and students should be
penalized. If this document is plagiarized by the users and fails, EXCELGATE should
not be rendered accountable since the contents in this document only give learners a
kick-start on what is expected of them from their areas of specialty.
CAUTION: STUDENTS ARE NOT MANDATED TO USE EVERY DETAIL IN THIS
DOCUMENT IN WRITING THEIR ASSIGNMENTS
Education is the most powerful weapon which you can use to change the world
, EXCELGATE INSTITUTE 0846244729
X
QUESTION 1
Refer to the 1st for Women case study in the case study book and the profile of Ms
Lebogang Mkhize on page 7 of this tutorial letter to answer the question that follows.
You can make your own assumptions based on the 1st for Women case study, the
South African insurance industry and the customer profile of Ms Lebogang Mkhize
when you answer the question.
Advise 1st for Women on two practical retention strategies it can use in each stage of
the relationship development ladder of loyalty to ensure that a customer such as Ms
Lebogang Mkhize remains with the company and progresses to the next stage of the
relationship. (2 marks per stage of the relationship ladder of loyalty) [12]
Based on the 1st for Women case study excerpt1 and general principles of relationship
marketing and CRM within the South African insurance industry, here is advice on two
practical retention strategies for each stage of the relationship development ladder of
loyalty to ensure a customer such as Ms. Lebogang Mkhize remains with the company
and progresses:
Assumptions (due to lack of specific details on Ms. Lebogang Mkhize's profile)
We will assume Ms. Mkhize is a typical insurance consumer in South Africa who values
reliable service, competitive pricing, and a sense of being understood and valued by
her insurance provider.
Stages of the Relationship Development Ladder of Loyalty & Retention
Strategies
Stage 1: Suspect (Potential customers who might fit 1st for Women's target
market)
Strategy 1: Targeted Awareness Campaigns Implement marketing campaigns
(like Investec Private Banking's #MoreThanData campaign2 which focuses on
individual needs) that highlight 1st for Women's unique selling propositions, such as
3|Page
SHI
NG Y L E NC
OU TO THE GATE OF EXC EL
Education is the most powerful weapon which you can use to change the world
,WARNING: PLEASE NOTE THAT PLAGIARISM IS A SERIOUS ACADEMIC
OFFENSE, therefore students must use this document ONLY as a guideline. Hence
students have regenerated their own (personalized) solutions paying particular
attention to module contents as prescribed by module facilitators, lecturers and
supervisors. This document’s purpose is to compact all sources of information that
might be relevant to students’ assignments, hence additional knowledge on the
provided information is not restricted by the authors. However, submitting this
document as one’s final work is considered unethical, and students should be
penalized. If this document is plagiarized by the users and fails, EXCELGATE should
not be rendered accountable since the contents in this document only give learners a
kick-start on what is expected of them from their areas of specialty.
CAUTION: STUDENTS ARE NOT MANDATED TO USE EVERY DETAIL IN THIS
DOCUMENT IN WRITING THEIR ASSIGNMENTS
Education is the most powerful weapon which you can use to change the world
, EXCELGATE INSTITUTE 0846244729
X
QUESTION 1
Refer to the 1st for Women case study in the case study book and the profile of Ms
Lebogang Mkhize on page 7 of this tutorial letter to answer the question that follows.
You can make your own assumptions based on the 1st for Women case study, the
South African insurance industry and the customer profile of Ms Lebogang Mkhize
when you answer the question.
Advise 1st for Women on two practical retention strategies it can use in each stage of
the relationship development ladder of loyalty to ensure that a customer such as Ms
Lebogang Mkhize remains with the company and progresses to the next stage of the
relationship. (2 marks per stage of the relationship ladder of loyalty) [12]
Based on the 1st for Women case study excerpt1 and general principles of relationship
marketing and CRM within the South African insurance industry, here is advice on two
practical retention strategies for each stage of the relationship development ladder of
loyalty to ensure a customer such as Ms. Lebogang Mkhize remains with the company
and progresses:
Assumptions (due to lack of specific details on Ms. Lebogang Mkhize's profile)
We will assume Ms. Mkhize is a typical insurance consumer in South Africa who values
reliable service, competitive pricing, and a sense of being understood and valued by
her insurance provider.
Stages of the Relationship Development Ladder of Loyalty & Retention
Strategies
Stage 1: Suspect (Potential customers who might fit 1st for Women's target
market)
Strategy 1: Targeted Awareness Campaigns Implement marketing campaigns
(like Investec Private Banking's #MoreThanData campaign2 which focuses on
individual needs) that highlight 1st for Women's unique selling propositions, such as
3|Page
