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Chapter 10 Developing and Maintaining Long-Term Customer Relationships
Exercise 10.1 Blue Cross Blue Shield http://www.bcbs.com
1. How does Blue Cross Blue Shield use its website to build relationships with customers?
2. How does Blue Cross Blue Shield deliver exceptional quality and value to customers?
Exercise 10.2 American Customer Satisfaction Index http://www.theacsi.org
1. What trends do you see in customer satisfaction since the ACSI began in 1994? Which industries
have fared the best?
2. What are some potential reasons for the satisfaction trends across service sectors?
