Using Customer Loyalty as a Platform for Teaching Written, Oral, and Team-Based Business Communication  

For many students, their role as customers is their most significant interface with the business world. They understand, at some level, the organizational importance of building customer loyalty for the success of companies. Building on that understanding can provide a context that amplifies their knowledge of business and reinforces the value of effective communication. Using the organizational goal of building customer loyalty as a framework for class discussion and activities gives instructors a real-world rationale that brings the world of business into communication courses. This fresh approach shows you ways to focus student writing, presentations, and group process assignments around the theme of evaluating and improving customer loyalty.

Timm, Paul R. Association for Business Communication (2004). Articles>Education>Writing>Collaboration