1.

What objectives and measures should the two customer

teams (consumer sub-team, dealer sub-team) select for
their core customer outcomes. How can these teams
measure what the dealer and Mobil must do well to
achieve the desired customer outcomes?
Answer :
The two customer teams (consumer sub-team, dealer subteam) were a part of the 8 teams that had been formed to
enhance and refine the strategic objectives and measures
required for the Balanced Scorecard.
The main objective of the consumer sub team was to delight
the customers of the targeted three market segments. Their
aim was to ensure that the customers are happy and are
satisfied.
The measures they could take to ensure the happiness and
satisfaction of the customers are :
a) Mobil gasoline stations deliver a speedy purchase
b) They have friendly and helpful employees in the station
c) Third party secret (vendor) intervention
The desired outcomes could be measured by :
a) The number of times the customers visited the gas station
b) Customer feedback form could be circulated to see
whether they were satisfied with their experience or not
c) The Secret Vendor could make impromptu visits to the gas
stations to purchase gasoline and snacks and then
secretly rate their exterior station appearance, service
islands, sales area, personnel and rest rooms.
The main objective of the dealer sub team was to
communicate the importance of creating a win-win partnership
with its dealers
The team could develop a tool-kit that would help marketing
representatives evaluate and work with dealers to improve
performance in various business areas such as financial
management, service bays, personnel management, car wash,
convenience stores and overall experience of the customer. The

marketing representatives could give a rating to dealers to

identify their existing strengths, and opportunities to improve
their weaknesses. Their main motive was to increase the profit
performance of dealers and wholesale marketers of Mobil
products.