Lesson 10 measuring customer satisfaction, kano/ cause and effect analysis, marketing interface

Question 1

Noriaki Kano’s model

of customer satisfaction

Answer 1

1. Exciters, delighters: the unexpected
   ‘whow’-factor
2. Satisfiers, performers: high satisfaction, when low, satisfaction suffers
3. Dis-satisfiers, the basic must-be: dislike of product, do not raise satisfaction levels if met
4. Indifference: these don’t make any impact
5. Time: over time exiters and satisfiers can
   become dissatisfiers

Question 2

causes of the fishbone method ( Kaoru Ishikawo)

Answer 2

• Methods, Procedures:
• Materials
• Machines, technology
• People
• Management
• Environment
• Measurement
• Maintenance

Question 3

According to the Cambridge Dictionary “holistic” means:

Answer 3

“dealing with or treating the whole of something or someone and not just a part”

Question 4

HP co-founder, David Packard, who came up with one of the all-time favorite quotes on marketing, specifically that

Answer 4

“marketing is too important to be left to the marketing department.”

Question 5

Holistic Marketing

or the Marketing Interface

Answer 5

Marketing is not a stand-alone activity within an organization. To be successful a Marketing Strategy should be connected to any other

Question 6

customer journey def

Answer 6

The customer journey mapps all phases that a ‘persona’ experiences, all the ‘touch-points’ or contact moments and occasions between this ‘persona’ and the company.

Question 7

Customer Journey Map

Answer 7

• offers useful starting points for compiling a marketing mix that must respond to the expectations of the customer.
• shows the story of the customer’s Total
  Experience
• A list of all the Touch Points also known as the “Moments of Truth” between an organisation and its customers starting from the very first moment they met to the word-of-mouth advocacy
  from the loyal and enthusiasts customer