Mobil USMR A B HBR Case Study 1 What objectives and measur

Mobil USM&R A & B - HBR Case Study

1. What objectives and measures should the two customer teams (customer sub-team, dealer sub-team) select for their core customer outcomes?

2. How can these teams measure what the dealer and Mobil must do well to achieve the desired customer outcomes?

3. How frequently should the measures be evaluated?

4. What are some potential problems with the measures or collection mechanisms?

Solution

1. The objectives for the customer sub team should be to provide value added business solutions to customers. The objective of the dealer sub team must be to provide value added solutions that will aid the channel partners (dealers) build their business. It should also reward dealers creating long term value for Mobil.

2. The teams can measure the actual outcomes with dealer and customer surveys. The two metrics that can be used are percentage on time delivery and percent perfect orders. The surveys will guide the dealers and Mobil as a compnay as to what steps they should implement to achieve desired customer outcomes.

3. The measure can be evaluated on a quarterly basis. Evaluation on a monthly basis will not give correct picture as it is too short a span for effective implementation of measures.

4. Some of the potential problems with measures could be delay in customer assessment and practical problems in linking measurement to strategy in terms of tangible outputs.