Customer Experience

Question 1

Marketing:

Answer 1

needs and wants of the targets markets, and delivering satisfaction better than competitors

• fulfilling consumer needs

Question 2

Production Concept

Answer 2

• consumers favour products that are available and highly affordable
• improve production and distribution

Question 3

Product Concept

Answer 3

• consumers favour products that offer the most quality, performance, and innovative features

Question 4

Selling Concept

Answer 4

• consumers will buy products only if the company promotes/ sells these product

Question 5

Marketing concept

Answer 5

• focuses on needs/wants of target markets & delivering satisfaction better than competitors

Question 6

Societal Marketing Concept

Answer 6

• focuses on needs/wants of target markets & delivering superior value
• society’s well-being

Question 7

Expected performance

Answer 7

• decrease expectations (promotion)

Question 8

Perceived performance

Answer 8

• Increase perceived performance (product, price, place, promotion)

Question 9

KANO Model

Answer 9

Different types of attributes
Each attributes have different relationships with customer satisfaction

1 - Basic needs
○ E.g. feeling safe
○ Even if high performance, will not encourage high satisfaction so ensure you meet minimum level of performance otherwise will lead to dissatisfaction

2 - Performance attributes
○ Lead to satisfaction or dissatisfaction
○ E.g. movies

3 - Delight attributes
○ Not expected to have a high performance, but if present, they will have high attributes
○ E.g. free meal (intercontinental flight vs far flight)

Question 10

Managing customer satisfaction with customer journey maps

Answer 10

• A customer journey map= the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.
• It may focus on a particular part of the story or give an overview of the entire experience. Identifies key interactions that the customer has with the organisation. It talks about the customer’s feelings, motivations and questions for each of these touchpoints.
• It often provides a sense of the customer’s greater motivation. What do they wish to achieve, and what are their expectations of the organisation?
• A customer journey map takes many forms but typically appears as some type of infographic. Whatever its form, the goal is the same: to teach organisations more about their customers.

Question 11

Why do we want customer satisfaction?

Answer 11

Customer satisfaction => customer loyalty => financial success

Question 12

Customer Loyalty

Answer 12

• Repeated purchases- loyalty cards
  
  • Cross purchase: looking at other products they have and buy them as well
  • Recommendation: word of mouth to promote the brand