Customer Experience Perspective

Question 1

The Three stages model for service is?

Answer 1

1. Pre Purchase
2. Service Encounter
3. Post Purchase

Question 2

The pre purchase stage components?

Answer 2

Need Recognitions
Information Search
Evaluation of Alternatives
Purchase Decision

Question 3

What is emotional labour?

Answer 3

Occurs when there is gap between what employees feel inside, and emotions that management requires them to display to customers

Question 4

Strategies to manage emotional

labour?

Answer 4

Screen for emotional labour abilitiese.g., emotional intelligence scores

Teach emotional management skills and appropriate behaviourse.g., role-playing

Construct the physical environment (p. 282)e.g., structure environmental dimensions to produce desired employee responses

Allow employees to air their views

Put management on the front-line to allow them to experience emotional labour requirements first-hand

Give employees a break, especially after dealing with difficult customers

Hand over demanding customers to managers

Question 5

Develop People: Empowerment Why empower your staff?

Answer 5

The are able to respond quickly to customer needs during service delivery

They are able to respond to dissatisfied customers during service recovery

Employees will feel better about their jobs and themselves

Employees tend to interact with warmth/enthusiasm

Empowered employees are a great source of ideas

Great word-of-mouth advertising from customers

Question 6

The Customer as a Co-Producer.. Low to high?

Answer 6

Low employees and systems do all the work
Often involves standardised service

Medium customer helps firm create and deliver service
Provide needed information and instructions
Make some personal effort; share physical possessions

High customer works actively with provider to co-produce the service
Service cannot be created without customer’s active participation
Customer can jeopardise quality of service outcome

Question 7

Strategies for Effective Customer Participation

Answer 7

1. Recruit, Educate, and Reward Customers

> Identify and recruit appropriate segments

> Educate customers for their roles

> Provides reasons to participate

> Reward customer performance

2. Manage the Customer Mix

> Assess compatibility of segments

> Isolate incompatible segments

> Enhance segment compatibility