Case | HBS Case Collection | July 2005 (Revised March 2007)

Kansai Digital Phone: Zutto, Gaining Japanese Loyalty

by Francisco de Asis Martinez-Jerez and James Robert Dillon


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; Customer Satisfaction; Telecommunications Industry; Electronics Industry; Japan; United States;


Martinez-Jerez, Francisco de Asis, and James Robert Dillon. "Kansai Digital Phone: Zutto, Gaining Japanese Loyalty." Harvard Business School Case 106-006, July 2005. (Revised March 2007.)