| HBS Case Collection
(Revised March 2007)
Kansai Digital Phone: Zutto, Gaining Japanese Loyalty
Ted Katagi, marketing strategy manager of Kansai Digital Phone (KDP), utilizes customer lifetime value as a key metric to prioritize initiatives in an emergency plan to turn around the company. KDP is a regional phone company in Japan with less than stellar performance. Katagi is sent from the U.S. partner, Airtouch (later Vodafone), to assemble a team to design and implement a plan that improves company to performance. Katagi must quickly prioritize actions and then assess the expected economic impact.
Keywords: Customer Relationship Management;
Customer Value and Value Chain;