When Joe was working in finance, he bought all of his suits at Macy’s, a department store. Once Macy’s finds out about Joe’s plans to return to business school, what customer-centric approach would Professor Fader recommend that Macy’s takes with Joe?

When Joe was working in finance, he bought all of his suits at Macy’s, a department store. Once Macy’s finds out about Joe’s plans to return to business school, what customer-centric approach would Professor Fader recommend that Macy’s takes with Joe?

  • Give him incentives to refer his friends to Macy’s
  • Show Joe that he’s still important to them by extending a store discount to him that will apply during his time as a student
  • Invite Joe into a VIP customer loyalty program once he graduates from school
  • Send a thank-you note to Joe to thank him for shopping at Macy’s for so many years

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