Learning objectives for Unit 2 Flashcards
To ensure that you have understood unit 2.
Define and outline the difference between customer experience and customer service.
Difference: Customer experience is focused on the entire journey from pre-purchase to post-purchase. In contrast, customer service is solely limited to service interactions like asking for product information or reporting and solving issues.
Customer experience:
Customer experience (CX) is the product of an interaction between an organisation and a customer throughout their relationship.
Customer service:
Customer service is the provision of service to customers before, during and after a purchase.
In other words, it is the assistance provided to customers before and after they make a purchase.
Describe the importance and strategies of positive customer experience.
Importance of Positive Customer Experience:
A. Delivers brand promise and meets customers’ expectation.
A strong link exists between brand and customer experience, which is the outcome of delivering the brand promise and meeting customers’ expectations.
B. Turns customers into repeat and loyal customers.
Customer experience is an essential integral part of Customer Relationship Management (CRM), and customers are more likely to become repeat and loyal customers when they have a positive experience with a business.
C. Improves customer satisfaction
Customer experience is key to exceeding customers’ expectations. Brands have to be accurate, dependable and provide the service that they guaranteed. The opportunity lies in the ability to deliver what was promised and surprise the customer with extra care and support.
D. Increases customer advocacy
E. Helps to stand out from competitors
F. Builds trust and creates personal relationships
Describe Customer Experience Management (CEM) and its application.
Customer experience management (CEM) is the collection of processes a company uses to track, oversee and organise every interaction between a customer and the organisation throughout the customer lifecycle.
To ensure success in its application core values PACE is essential.
Processes - are the processes in place to ensure a smooth journey?
Attitudes - are the people across the whole organisation delivering the experience aligned as and representative of the brand and its values?
Communication - does the organisation communicates the importance of the customer at all times?
Evaluation - does the organisation have anything in place to ensure brand promises are delivered?
Outline the steps required to manage customer experience.
Step 1: Needs assessment and segmentation
Step 2: Customer journey mapping
Step 3: Identify the desired experience
Step 4: Design the brand experience
Step 5: Structure the customer touchpoints
Step 6: Measure and develop
