PCG NEWS
PCG's VP Publishes Case Study in Latest Kotler and Lee Book
Palo Alto, CA—June 2008—A case study written by PCG’s Vice President Peter Webb has been published in Philip Kotler’s and Nancy Lee’s book Social Marketing: Influencing Behaviors for Good. Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University. He is the author of Marketing Management: Analysis, Planning, Implementation, and Control, the most widely used marketing book in graduate business schools worldwide. Kotler was also the first recipient of the American Marketing Association’s Distinguished Marketing Educator Award. Nancy Lee is President of Social Marketing Services, Inc. in Seattle with more than 25 years of practical marketing experience in the public and private sectors.
Webb’s case study discusses improving service delivery at the IRS using surveys and choice-based conjoint analysis. He states, “Conjoint analysis presents survey respondents with a number of hypothetical ‘scenarios,’ each showing several possible choices of service delivery channels with different levels of service on several attributes taxpayers consider important in obtaining the service they need. Respondents evaluate each alternative relative to the others and select the one they would prefer if these were the actual choices they faced in the marketplace.”
PCG has used conjoint analysis to help the IRS in their efforts to improve customer service. The results have prompted the IRS to implement new marketing strategies that raise awareness and use of their two most underutilized service delivery channels, the Web and the automated features of their toll-free telephone line.
Please click here to read the entire case study.
About Pacific Consulting Group
Pacific Consulting Group (PCG) is a management consulting firm specializing in helping organizations improve their customers' and employees' experience and satisfaction. PCG's flagship service is the proprietary Net Impression® process, which integrates measurement and action into a strategic approach that perpetuates change. PCG's services include designing customer/employee assessment strategies, conducting qualitative research, designing and administering surveys, analyzing and prioritizing improvement targets, and action planning to turn market research into successful innovations that improve the customer/employee experience and business results.