L9: Customer journey and experience

Question 1

What is customer experience?

Answer 1

A dynamic phenomenon, emerging during various phases of the customer journey, including earch, purchase, consumption and after-sale encounters, typically involving multiple channels and multiple touch points
Combination of the cognitive, emotional, physical, sensorial, spriritual and social elements that mark the customers’ interaction with the brand

Question 2

What are 2 different perspectives on customer experience?

Answer 2

Phenomenology –> what is happening in the experience

Socioeconomic –> more about the outcome

Question 3

What are characteristics of the phenomenology perspective?

Answer 3

• Customer-centric
• Experientialy driven through cognitive, emotional, physical, sensorial and social elements
• Subjective towards the individual
• Contextual & temporal

Question 4

What are characteristics of the socioeconomic perspective?

Answer 4

• Service-centric
• Journey: Online/offline touchpoints
• Servicescape
• product/service design
• Branding

Question 5

What are methods to measure customer experience?

Answer 5

• Customer Effort Score
• Customer Lifetime Value
• Net promoter score
• Customer satsfaction
• SERVQUAL

Question 6

What is customer effort score?

Answer 6

A tool to measure customer experience, that looks at the outcome. asking customers questions like; how easy was it for you to solve your problem today?

Question 7

What is customer lifetime value?

Answer 7

customer revenue per year X duration of the relationship in years - total costs of acquiring and serving that customer

Question 8

What is net promoter score?

Answer 8

The percentage of customers who would recommend your brand to a family friend/family

Question 9

What is Customer satisfaction (CSAT)?

Answer 9

Tracks how satisfied customers are with your products and/or services

Question 10

What is SERVQUAL?

Answer 10

Service quality, a more holistic tool to measure customer experience.
The service quality consist of the following dimensions;
- Reliability -> The ability to perform the promised service dependably and accurately
- Assurance -> Employees’knowledge and courtesy and their ability to inspire trust and confidence
- Tangible -> Caring, individualized attention given to customers
- Empathy -> Caring , individualized attention given to customers
- Responsiveness -> willingness to help customers and provide prompt service

Question 11

What are the different customer experience elements?

Answer 11

• Cognition
• Emotion
• Sensation
• Action
• Social

Question 12

What are challenges with measuring each elemnt of the customer experience?

Answer 12

• Cognition –> Subjective nature
• Emotion -> Difficult to measure on large scale
• Sensation -> What people experience changes over time due to many factors
• Action -> contains sub-elements
• Social -> Nu unified frameworks/methods to use

Question 13

What are the 3 stages of the customer journey?

Answer 13

Pre-purchase stage
Purchase
Post-encounter

Question 14

What is service design?

Answer 14

Planning of the service components that compromise the process and physical environment

Question 15

What is the servicescape?

Answer 15

The setting of the experience;

• Ambient conditions (temperature, time)
• Space/function (Layout, obstacles, traffic)
• Signs, symbols and artifcats (language, attire)

Question 16

What is the servuction model?

Answer 16

an experience consists of visible and invisble aspects.
The servuction model argues that not only the visible elements infleunce the customers’ experiences, but also the invisble elements.
The same is for other customers, when other customers behave rude, this can influence the experience of the customer.

Question 17

What is blueprinting?

Answer 17

It is a holistic method of seeing a snapshot of the dynamic, living phenomenon.
It is used to design and evaluate service performance.

Question 18

Why are blueprints helpful?

Answer 18

They can help capture points of failure. There are different types of errors;
Servor erros;
- Task error
- Treatment error
- Tangible
Customer errors;
- Preparation error
- Encounter error
- Resolution error