"Service Guarantee" Lecture to MBA Students at HEC-Ulg, Liege, Belgium
For my last day of "work" before returning to the U.S., I gave a lecture to about 200 MBA students at the HEC School of Management in Liege, Belgium. The focus was on service guarantees and how they might be used as a strategic marketing tool by firms.
Preparing for my lecture at HEC-ULg
What a great looking set of students!
Student teams were asked to propose a service guarantee for one of the firms in the case studies they had previously examined this semester. Four teams were selected to give a brief presentation of their proposed service guarantee in class, including teams E12 (for Shoes Plazza), C6 (for Starbucks), D6 (also for Starbucks), and the overall winner D2 (for Flexpoint).