L5

Question 1

Webcaring

Answer 1

Respond to respond
screen channels on internet all the time
Reactive = react to what people write about company
Proactive = give info before others do

Question 2

Four types of channel based segmentation

Answer 2

Shop only
Web only
Research shopper
Multichannel prone(change behaviour)
=>customers with more channels spend more

Question 3

Multichannel
Increase of customers?
Connection between satisfaction and loyalty

Answer 3

If everyone compete for customer in multiple channels there is not advantage for specific comapany
Satisfaction lead to loyalty
If customers are satisfied and know competitors and all the company’s channels they are even more loyal

Question 4

Consider when choose channels

Answer 4

Cost-benefit
Look at competitors
Learn from other industries
Look at company’s strategy and which channels fit the company’s identity

Question 5

Questions to consider when using multiple channels

Answer 5

Will channel just reallocate the customers or will it bring new customers?
Will it be more cost-efficient to serve customers?
Finding right channel for right customer
Does multiple channels increase efficiency (more effect) and effectiveness (need less resources)?

Question 6

3 levels of engagement

Answer 6

• Cognitive level - connect brand to person. Customer know he/she wants connection
• Affective/emotional - makes person happy. Emotional when think about brand
Behaviour - Extra role, beyond being customer that consume. Show bond.

Question 7

Types of customer engagement matrix

Answer 7

Offline or online
Words/acts
Interaction with company/customer-customer

Question 8

Pros and cons with customer engagement

Answer 8

\+Better customer experiences
\+More productivity and efficiency
\+Long-term profits
-Risk for bad experience
-Stress for employees
-Customer becomes competitor

Question 9

Management strategies customer engagement

Answer 9

Role motivation (make people engage through benefits as economic, better product, personal, social, cognitive reasons)
Role clarity (inform about how to engage through written, spoken and visual means)
Role ability (provide skills to engage)

Question 10

Customer engagement value - 4 metrics

Answer 10

1. Customer referral value (refer customer to company)
   
   2. Customer lifetime value (predict worth of customer)
   3. Customer influence value (influenced by other people talking)
      Customer knowledge value (feedback, ideas, co-create)

Question 11

Value fusion

Answer 11

Need to create value for everyone

Consumer, firms, active and passive participants