CEA Topic 2 - Stages in Customer Experience Flashcards
What are the three stages of the customer experience?
Pre-purchase, brand interaction, and post-purchase.
What are the three stages of the pre-purchase journey?
Discovery, research, and purchase.
What is the difference between a touchpoint map and a customer journey map?
A touchpoint map shows all the points of contact a customer has with a brand, while a customer journey map shows the steps a customer takes when interacting with a brand.
What are some examples of customer pain points?
Slow software, unnecessary long processes, price increases, lack of data exchange, poor customer support, and lack of instructions.
What are the eight segments of the VALS framework?
Innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors.
What is the difference between demographics and psychographics?
Demographics are objective characteristics of a population, such as age, gender, and income. Psychographics are subjective characteristics, such as values, interests, and opinions.
What is a customer persona?
A customer persona is a fictional representation of your ideal customer, based on research and data about your target audience.
What are some ways to gather the voice of the customer?
Online surveys, in-depth interviews, focus groups, and social listening.
What is the purpose of customer analysis?
To understand your customers’ needs and wants so you can improve your products and services and target your marketing efforts more effectively.
What is the importance of customer experience?
A positive customer experience can lead to increased customer satisfaction, loyalty, and advocacy.
What is the primary motivation of Innovators?
Achievement, ideals, and self-expression.
What is a key characteristic of Thinkers?
They are often concerned with social issues.
What is a key characteristic of Achievers?
Ambitious, goal-oriented, politically conservative, and are driven by achievement and success.
What is a key characteristic of Experiencers?
Young, impulsive, and enthusiastic. They are often drawn to trendy and fashionable products and services.
What is a key characteristic of Believers?
They are often drawn to products and services that are familiar and traditional.
