Ch2: Focusing on customers

Question 1

kano model of customer needs

Answer 1

achievement (supplier did it or not) and satisfaction

Question 2

Expected needs

Answer 2

also known as the dissatisfiers, because by themselves they cannot fully satisfy a customer; gets the supplier into the market

Question 3

Normal needs (satisfiers)

Answer 3

keep a supplier in the market, know as wants or satisfiers

Question 4

exciting needs

Answer 4

make a supplier a leader in the market

Question 5

client satisfaction formula

Answer 5

= perceived value - expectations

Question 6

perceived value formula

Answer 6

(results + emotional values + process satisfaction) / (price +personal inconvenience + personal uncertainty)

Question 7

Measures (3)

Answer 7

1. churn
2. history of behaviour
3. satisfaction

Question 8

Churn

Answer 8

churn rate; number of customers who discontinue a service

Question 9

loyalty pyramid (3)

Answer 9

1. services fulfills client needs
2. service works as expected
3. incidents are resolved as expected

Question 10

net promoters =

Answer 10

promoters - detractors

Question 11

ARPU

Answer 11

average revenue per user

Question 12

loyalty

Answer 12

the client thinks that nobody else can give him the same service