Prof.

Sham Sharma
M. A. (Lucknow) D. M. M. (London)

PGDRM BATCH XIII: CUSTOMER RELATIONSHIP MANAGEMENT CASE STUDY PROMOTING THE U.S. MILITARY ACADEMY AT WEST POINT How tough would your job of promotion be if people did not know your product and acceptance of it could mean death in battle? Sound tough? Its the job of Colonel Michael L. Jones of the U.S. Military Academy in West Point, N.Y. and he wouldnt trade it for any other job. Why? Stirring words like honor, duty and courage. Since its founding in 1802, its Mission has been to educate, train, and inspire the Corps of Cadets so that each Graduate is a commissioned leader of character committed to the values of Duty, Honor, Country; professional growth throughout a career as an officer in the United States Army; and a lifetime of selfless service to the nation. Some of the biggest names in U.S. history are graduates of West Point: Lee, Sherman, Grant, MacArthur, Eisenhower, Schwarzkopf and astronauts Frank Borman, and Buzz Aldrin. Its said that at West Point Much of the history we teach was made by people we taught. Ranked in the top tier of U.S. universities, its an impressive academic institution and a molder of leadership and character. To be accepted at West Point, you must pass the Whole Candidate Score which means have well above average academic credentials high SAT and ACT scores, leadership abilities and physical aptitude usually demonstrated through participation in athletics and, oh, be nominated by someone like the Vice President of the U.S. or a member of Congress. You cant just apply: you have to be nominated. Finding the right young people for the U.S.M.A. demands identifying them as early as the eighth grade. U.S.M.A. field force member search for students who completed Algebra, first year high school English and a foreign language in the eighth grade because thats evidence of college aspirations. Potential applicants are also identified through searches brought form the Educational Testing service and ACT. Then, they are sent direct mail pieces. If they respond, they will receive a series of nurturing mailings until the second semester of their Junior Year in High School. If they have not opened a file by then, the process ends. Potential applicants receive the West Point Catalog, View book, Videos geared to their interests, other specialized mailings and are directed to the U.S.M.A. web site where they can apply electronically using the 9 step admissions process. They can also download video clips, pictures, Maps and other information about the U.S.M.A. The web site is a major recruiting tool. Beginning in 1999, applicants received Passwords that allowed them to check the status of their applications at all times. And in 2000, they were able to identify and communicate with cadets from their home town or zip code. The web site also contains press releases, information about parents clubs, speakers, the visitors center, and has the option of downloading a map directing you to West point (www.usma.edu). Besides print and electronic media, the Academy uses personal contact. Col. Jones has a field force of 400 Reserve officers who work for him plus another 1,600

Prof. Sham Sharma

M. A. (Lucknow) D. M. M. (London)

Volunteers. These people relentlessly canvas high schools, speak in public forums, identify and contact prospects and help them select a High Schools Academic Curriculum. Academy Cadets also volunteer to recruit candidates and visit their home areas, speaking to groups, talking to prospects, visiting school and even making appearances on local radio and TV if opportunities arise. The clincher, Col. Jones thinks, is a trip to West Point for a daily tour or overnight visit. The applicant is squired around by a volunteer cadet (one-on-one) so that s/he learns what life is like at the Academy and that cadets are regular people. Meanwhile, parents go on walking tours with other cadets. Since parents are important in recruiting cadets, there are 130 parents clubs across the U.S in which parents provide support for one another, set up visits to the Academy, and are kept abreast of what is happening with their childs application or Cadet career. The theme of all promotions for the U.S.M.A. is simple and brutal. You must be willing to stand up and die for your country leading people in time of war. Thats an easy message to convey to youth, but a hard one to convey to mothers. Hence, there is a heavy emphasis on selling to parents as well as youth. The theme is conveyed in all promotional materials which use the same font and colors for the words, West Point. The goal is a consistent message and appearance to candidates and the public. While the U.S.M.A. has no funds for media such as radio and television, it does get some coverage there. The Army Navy game is broadcast at Thanksgiving, but frequently viewers think these are enlisted men playing; again underscoring how little most citizens know about the Academy. More recently Rolling Stone and Parade carried features on West point. Given the complementary nature of the articles and reach of these periodicals, they should prove valuable in helping Col. Jones explain what and who the Academy is. What would Colonel Jones like to do in the future? Go totally digital to improve the print quality of the catalog, prospectus and brochures. He also wants more video clips so that any potential applicant can find a clip of whatever he or she is interested in at West Point. QUESTIONS 1. USMA appears to be facing a problem of acquisition of the customer. Analyze the efforts they can make in the context of the concepts of a. Perceptual Filter b. Voice of Customer c. Relational marketing d. Defining, Creating and Developing Value e. Satisfaction to Delight 2. Can you identify any other applicable concepts on which they could focus?