Prospectus

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Impact Challenge KPN: Increasing the Loyalty of our Business to Business (B2B) Customers

Course
2022-2023

Admission requirements

This course is an (extracurricular) Impact Challenge aimed at third year bachelor's students and master’s students. Students should apply with a general business idea or an area of interest/challenge they would like to address during the course.

Topics

Customer Satisfaction/Engagement; Customer Journey; Contact; Brand

Disciplines

Psychology; Economics/Commerce; Marketing; Data/BI; (UX) Design

Skills

TBA

Admission requirements

This course is an (extracurricular) Impact Challenge aimed at third year bachelor's students and master’s students. Students should apply with a general business idea or an area of interest/challenge they would like to address during the course.

Description

Note: This challenge is open to international students, but please be aware that the relevant information from KPN will be in Dutch, so you would have to coordinate translating this within your group.

KPN is the largest telecom provider in the Netherlands. They own the Dutch landline network and are market leader in mobile networks. Currently, KPN does not take any special actions after a small business customer signs a contract with KPN. Establishing a business relationship is one thing, but maintaining the relationship is quite another and arguably more important. In a good relationship, we can improve our services to the customer and customers become ambassadors of our brand.

Currently, we have no contact with customers during the term of the contract and don’t invest in customer loyalty or brand loyalty. We do not have a loyalty program whereby we could bind our current customers. The KPN Business-to-Business department (B2B) is eager to work with students on this issue. Students are challenged to create a plan how to keep existing customers remain loyal to KPN. We welcome the fresh perspectives of students on this matter.

This project allows you to get a thorough understanding of the way a corporate works and provides you with knowledge of current technologies. You will learn about and perform activities in the context of marketing, campaigning or employee skills, but we are open to other (out of the box) ideas. You will have the opportunity to conduct interviews and propose your solutions, that can make a real-life impact at KPN.

Course objectives

Upon successful completion of this Impact Challenge, students will be able to:

  • work within a team of students with diverse backgrounds

  • work in a project-based manner

  • analyse a real-life problem from within KPN from multiple angles

  • involve and interview multiple stakeholders

  • incorporate feedback into their product(s)

  • reflect critically upon the current operational practices of KPN

  • write about current challenges in the field of corporate responsibility

  • present their results to a variety of stakeholders within KPN

  • display professional behaviour within a corporate environment

  • reflect on their personal progress, role within their team and their experience with working within a company like KPN

Programme and timetable

The program will look as follows:

  • Kick off on Monday, 31 October 15.00 - 18.00

  • (online) progress meetings (moments to be determined with the group)

  • Final presentation project results in June

  • Other activities (interviews, meetings, etc.) to be determined together with the course coordinator and other group members

Approximate time investment: 8-10 hours per week

Location:

Working remotely in combination with our KPN B2B office in Zoetermeer

Reading list

Any reading materials will be provided by the course coordinator.

Course load and teaching method

This course is worth 10 ECTS, which means the total course load equals 280 hours, or about 9-10 hours per week, on average.

  • Plenary meetings: 4 of 2 hours = 8 hours;

  • Sessions with coach: 12 sessions of 1 hour = 12 hours;

  • Independent group work: 140 hours;

  • Literature reading: approx. 30 hours;

  • Final report: 80 hours;

  • Final presentation: 10 hours

Assessment methods

Individual assessment:

  • 30% Individual reflection report
    Group assessment:

  • 50% Advisory report

  • 20% Presentation of (intermediate) results
    The class will be evaluated in a qualitative manner (sufficient/amply sufficient/good, etc).

Students could only pass this course after successful completion of all partial exams.

Brightspace

The Brightspace environment of Leiden University will not be used in this course.

Registration process

Applying for this course is possible from Monday 12 September up to and including Sunday 25 September 23:59 through this link.
Applicants are asked which challenge they want to work on. In their motivation they have to reflect on their affinity and/or experience with the topic.

Please note: students are not required to register through uSis for Impact Challenges. Your registration will be done centrally.

Contact

impactchallenges@ha.leidenuniv.nl