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Walmart's Voice of the Customer

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Executive Summary
Team Lions
University of Charleston
SLBM 640
Week # 3
February 7th, 2015

Week Three Executive Summary Assignment As a team identify an organization for which you will develop a voice of the customer project. Plan with your team your individual ideas for application of the readings for a voice of the customer project for an organization of your choosing. What would the team recommend to improve the customers’ engagement? An executive summary of lessons learned from your team projects to date should be entered in the Team Executive Summary assignment.
Summary
Team Lions continued to develop a plan for Walmart’s transition from that of a traditional product centric organization, to building a more personal based relationship in becoming more customer centiric. The team implemented additional ideas in putting forth the voice of the customer project in considering conducting tests of utilizing direct mail opt-in strategies. Many organizations have dismissed direct mail altogether as too expensive, too slow, too outdated or all of the above. Such opt-in information can be used effectively in expanding our VOC Channel mix if it is utilized correctly. (Roman, 2011). With the amount of data we will be collecting through the Walmart rewards program, we should be able to access a database full of leads in conducting research to compare the results from doing a combined direct mail and email campaign, a direct mail-only campaign, and an email-only campaign (Kopecky, 2013). Provided below is such an example and break down results of tests that can be calculated.

With Walmart’s growth internationally this form of opt-in VOC research can be beneficial for focusing on strategic planning and relationship marketing in culturally diverse countries. When conducting such opt-in strategies, Walmart must be made aware of the

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