1. If you were the CMO of Bank of America, how would you react after reading this report?
What immediate steps should you take to improve service quality and BOA's customer
value proposition?
2. The subtitle of this case study is "Good is Just Not Good Enough." What is your
interpretation of this phrase in the context of the Bank of America scenario presented?
3. Based on this analysis, identify some research needs/follow-up studies that deserve
attention. How can BOA use their CRM system more effectively to gather customer data
and make better marketing decisions?
4. Customer service is a major problem area for BOA. How can they use SERVQUAL and
gap analysis to enhance service quality?
5. Review the set of proposed recommendations. Based on this list, identify three priorities
to pursue. Explain why these issues are so critical in developing a sound customer value
strategy. Offer a fourth initiative that has not been identified. Why is this an important
area for marketing management to address?