Read the Blue Cross Blue Shield Case Study at the end of KDP
Chapter 12. Discuss how BCBS could measure the results of their communications
plan. How could BCBS-NH measure their communication effectiveness with their
own publics? How can BCBS-NH measure the relationships it has with local
offices? Be specific.
When you're finished with your post:
- Click
the link above to submit the link to your blog post.
- Post
a link to your blog post on the Blue Cross Blue Shield Case Study
discussion board for Module 11.
- Comment
on your peers' posts.
By reading BCBS case study, I think BCBS is a good franchise
example because it has very independent and diverse franchisees. This is
different from many other franchisees companies. For a franchise company, the hardest thing is
to control and keep the right extent relationship with franchisees: Too far
will cause the management confusion and too close influence the normal
operation of franchisees and also influence the relationship between each
other. To make the whole strategy
coordinate and fit can improve the overall image of company.
To measure communications plan, we can go through some main
ways. From the review from all kinds of ways like: e-mail, phone, website and
Social media. Focus on the content of media report. Though these different
ways, we can get the real perspective in different angles. I think the only way to measure the communication
effectiveness with their own publics is research the satisfaction of their public.
Good relationship will lead to the good reputation. If the communication is not
effective, the result must have many dissatisfied voice and lots of
suggestions, actually that is a good way to improve. To measure the
relationships with local offices. I think they can hold local regular meeting,
which can make the relationship become close and do some survey at regular
meeting at regular intervals to collect different ideas and also the
satisfaction and then submit to parent company to improve their relationship.
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