Take home case study - Customer Retention Marketing

Anonymous A asked on Sep 16, 2018 - 1 answer

I've made it to the final round of interviews at a small marketing consulting firm and have been given a take-home case study where I'm asked to address customer rentention concerns for a "no-name" service-based company in the travel sector.

I am unsure how to prepare my presentation in such a way that it aligns with consulting norms. Specifically, I'm having difficulty developing a structure that is MECE. The factors to evaluate for customer rentention/engagement are not discussed in the consulting materials I've studied so far. Any tips of how I can begin framing the "problem"?

Many thanks for any help!

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Angelo updated his answer on Sep 16, 2018

Hi, if I understood correctly you have two issues:

1. you are having difficulty in structuring the problem in a way that it is MECE

2. you don't know much about customer retention

About the first point, you are probably not breaking down the problem correctly, or you are mixing different factors (try to keep breaking them down until you isolate all the components).

About the second point, try to use the common frameworks (4Ps, Porter, etc.). If they are not useful (I think they should be) then try to read some literature about customer retention. I personally think that instead of learning frameworks it is better to develop some business sense

(edited)