3CO01 Week 2 - Inside the organisation

Question 1

What defines a customer?

Answer 1

A customer is an individual or organisation seeking to purchase a product or service to solve a problem.

Question 2

Why is it important to understand customers?

Answer 2

A: It helps in tailoring products and services to meet consumer needs and wants.

Question 3

What are the types of needs that customers have?

Answer 3

Basic physical needs, social needs, and psychological needs.

Question 4

Basic physical needs, social needs, and psychological needs.

Answer 4

Do customers buy products or services based on their features, or are they more motivated by the benefits these products offer?

Question 5

What is the difference between features and benefits?

Answer 5

Features are the specific attributes or characteristics of a product. Benefits are what the customer gains from using the product, focusing on solving a problem or achieving personal goals.

Question 6

How do features and benefits differ in consumer products?

Answer 6

Features are tangible and measurable aspects describing what a product is or does, while benefits explain why those features matter to the customer and how they improve the customer’s life or solve a problem.

Question 7

(consumer benefits) What are functional benefits?

Answer 7

Functional benefits are related to the practical and utilitarian aspects of a product, chosen for its ability to perform a specific function or solve a problem.

Question 8

(consumer benefits) What are emotional and psychological benefits?

Answer 8

A: Emotional benefits are linked to how a product makes the customer feel, involving a sense of well-being, satisfaction, or social connection.

A: Psychological benefits focus on satisfying basic living needs, often related to basic subsistence or survival.

Question 9

What distinguishes luxury goods from necessities?

Answer 9

Luxury goods are premium and often expensive, offering status or indulgence, whereas necessities are more affordable and essential.

Question 10

What is the purpose of Customer Needs Analysis (CNA)?

Answer 10

CNA gathers data about customers to improve services and products, helping organisations stay competitive and meet customer expectations.

Question 11

Why is Customer Needs Analysis (CNA) important for organisations?

Answer 11

It helps understand customer needs, preferences, and behaviours, enabling organisations to innovate and enhance their offerings.

Question 12

How have customer expectations changed today?

Answer 12

Customers are more demanding, expecting better services and products.

Question 13

How do comparisons and reviews affect customer perceptions?

Answer 13

Online reviews and word of mouth from friends and family influence perceptions. Negative experiences can harm an organisation’s reputation.

Question 14

What is a customer touchpoint?

Answer 14

A customer touchpoint is any interaction between a business and a customer throughout the customer journey. These touchpoints play a significant role in shaping the customer’s experience and perception of a brand.

Example: A website visit, when a potential customer visits a company’s website, it’s often one of the first touchpoints

Question 15

Give an example of a customer touchpoint.

Answer 15

A customer calling the organisation to pay a bill, browsing the website, or deciding to purchase a product or service.

Question 16

What is a layered approach in CNA and why is a layered approach important in Customer Needs Analysis (CNA)?

Answer 16

A layered approach in customer needs analysis is a method that involves breaking down the analysis into multiple levels or layers, each addressing different aspects of customer needs.

It helps organisations understand diverse and complex customer needs by using multiple methods beyond just feedback surveys.

Question 17

What is a benefit of comprehensive data collection in CNA?

Answer 17

A: It allows for effective refinement of products and services by gathering all relevant information.

Question 18

How does IKEA use Customer Needs Analysis (CNA)?

Answer 18

IKEA conducts market research to understand why some customers feel at home in their spaces and uses this to improve product offerings.

Question 19

What outcome has IKEA achieved through its approach?

Answer 19

Improved product offerings and provided affordable, quality furniture that resonates with customers’ desires for a homey environment.

Question 20

How does Apple focus on customer needs during product development?

Answer 20

Apple uses satisfaction surveys and aims to understand customer experiences to refine and improve their products.

Question 21

What is a result of Apple’s approach to customer feedback?

Answer 21

High levels of customer satisfaction and loyalty.

Question 22

What is a direct selling distribution channel?

Answer 22

A method where the producer sells directly to the customer, bypassing intermediaries.

Question 23

Name a type of market segmentation.

Answer 23

Geographic, psychographic, socio-cultural.

Question 24

What does socio-cultural segmentation consider?

Answer 24

Factors like education, income, family status, job status, and home ownership.

Question 25

What is one of the roles of HR as an employee advocate?

Answer 25

A: Managing employee benefits and payroll.

Question 26

How does HR act as a strategic partner?

Answer 26

By aligning HR practices with the organisation’s strategic goals and ensuring legal compliance.

Question 27

What is a benefit of effective HR practices?

Answer 27

Increased transparency and the ability to use data to drive organisational performance.

Question 28

What is the purpose of Market Segmentation in HR?

Answer 28

To identify and address diverse employee needs, predict behaviour, and track performance effectively.

Question 29

Describe the three-step process of Training Needs Analysis (TNA).

Answer 29

1. Organisational Analysis, 2. Task Analysis, 3. Person Analysis.

Question 30

What does Person Analysis focus on in TNA?

Answer 30

A: Assessing individual performance, skills, learning styles, and creating personalised learning plans.

Question 31

What is one positive aspect of AI in HR?

Answer 31

AI can enhance efficiency and accuracy in monitoring employee activities and matching job applicants with roles.

Question 32

What challenge does AI face in HR?

Answer 32

AI may lack the ability to understand nuanced human interactions and emotions.

Question 33

How can AI help reduce bias in recruitment?

Answer 33

By focusing solely on candidate qualifications and fit for the role rather than subjective factors.

Question 34

Why is data competency important for HR professionals?

Answer 34

It enables evidence-based decision-making and helps drive continuous improvement in HR practices.

Question 35

What types of data should HR professionals be familiar with?

How does understanding data support strategic goals?

Answer 35

Qualitative data (narrative-rich) and quantitative data (numerical and objective).

By providing insights that align with organisational objectives and improving decision-making.