Module 1

Question 1

Match the service relationship type to its definition.

1. Basic Relationship
2. Cooperative Relationship
3. Partnership

A. Depending on the relationship between the service provider and the service consumer, it can be difficult for the provider to fully understand the outcomes the service consumer wants to achieve. In this type of relationship, they work together to define the desired outcomes. For example, relationship managers in internal IT or HR departments may regularly talk with customers and discuss their needs and expectations.

The typical focus remains on improvement and effectiveness. The typical organizational levels involved in this relationship are service provider and trusted advisor. Typical service types include services that have to be configured or customized to fulfill the needs of the service consumer. Typical types of agreements under this relationship include advanced SLAs, experience-based agreements, or outcome-based agreements.

B. Consumers articulate their expectations quite clearly, as the service provider expects. The typical focus remains on support and efficiency. The typical organizational levels involved in this relationship are ad hoc and order taker. Examples can be found in commercial off-the-shelf services, out-of-the-box services, and highly standardized commodity services or goods supply that are offered to a wide group of individual external service consumers.

This is how mobile operators, broadband service providers, and transport companies usually operate. Typical types of agreement under this relationship include standard contracts, service level agreements (SLAs), and experience-based agreements, mostly for mass market.

C. Services are based on service offerings and products that have been planned and built in accordance with requirements specified by the customer. An Agile product development approach is adopted, where the service consumer and the service provider co-create the product in shared teams.

The typical focus remains on innovation and growth. The typical organizational level involved in this relationship is strategic partner. Typical service types include custom or bespoke services with unique value propositions. Typical types of agreement under this relationship include bespoke contracts, outcome-based agreements, or no agreement.

Answer 1

1. B
2. A
3. C

Question 2

What is this the definition of?

The complete end-to-end experience that service customers have with one or more service providers and/or their products through touchpoints and service interactions. It is a specific, discrete experience in a service consumer lifecycle.

Answer 2

Customer journey

Question 3

What are the 7 steps of the customer journey

Answer 3

1. Explore
2. Engage
3. Offer
4. Agree
5. Onboard
6. Co-create
7. Realize

Question 4

_____ is the sum of the functional and emotional interactions with a service and service provider as perceived by a customer.

Answer 4

Customer experience

Question 5

_____ is the sum of the functional and emotional interactions with a service and service provider as perceived by a user.

Answer 5

User experience

Question 6

What are three aspects of the customer/user experience?

Answer 6

Perceived …

• Brand touchpionts
• Service environment
• Customer/user journey

Question 7

The _____ represents the activities and resources within a service relationship that are visible to both the service provider and the service consumer.The amount of visibility depends on the nature of the service, the stakeholder relationships, and the journey’s degree of completeness.

Answer 7

Band of visibility

Question 8

The customer journey is relevant to service provider, who must also identify, understand, and master the customer journey. The most successful organizations take this further, endeavoring to embody their customers and experience the end-to-end journey for themselves.

Answer 8

True

Question 9

Which of the following does the customer journey enable for the service CONSUMER, and which for the service PROVIDER? Remember - “consumer” is the organization that gets the service from the provider, and passes the service benefits to the customer/user.

1. Gain optimal service value and experience from the service relationship
2. Identify and support specific service consumer behaviors and outcomes
3. Understand what the service consumer needs and desires, not just what the customer states
4. Optimize and improve products, services, and customer journeys for future value realization
5. Ensure key service consumer risks have been identified and addressed
6. To focus on the customer satisfaction issues and key areas with the highest payouts
   related to costs
7. To work together with the service consumer to commit and optimize the use of resources during the service life cycle
8. To work together with the service provider to commit and optimize the use of resources
   during the service life cycle
9. To be fair and transparent regarding costs

Answer 9

1. Consumer
2. Provider
3. Consumer
4. Provider
5. Consumer
6. Provider
7. Provider
8. Consumer
9. Provider

Question 10

Which of the below applies to service provider, and which to service consumer?

To master the customer journey, must:

1. Ensure key risks of the other have been identified and addressed
2. Focus on customer satisfaction issues and key areas with the highest payouts related to costs

Answer 10

1. Service provider
2. Service consumer

Question 11

What are the four considerations that the Disney Institute Compass Model looks at to understand stakeholder value / aspirations?

Answer 11

1. Needs
2. Emotions
3. Stereotypes
4. Wants

Question 12

In the Disney Institute Compass Model, _____ are the basic reasons causing the stakeholder to begin the customer journey. _____ define the outcomes that are relevant to a stakeholder.

Answer 12

Needs

Question 13

In the Disney Institute Compass Model, _____ and behavioral psychology are keys to understanding and mastering the _____ aspect of the customer journey.

Answer 13

Emotional intelligence, emotional

Question 14

In the Disney Institute Compass Model, _____ are the preconceived notions, positive or negative, that stakeholders have about the experience. It is important to consider aspects such as history and culture when designing the journey.

Answer 14

Stereotypes

Question 15

In the Disney Institute Compass Model, _____ are less definitive tha needs, but these are things the stakeholders would prefer to have or that would improve their experiences. Having these is how service providers exceed expectations.

Answer 15

Wants

Question 16

The Disney Institute Compass Model is one tool used to understand _____ _____.

Answer 16

Stakeholder value / aspirations

Question 17

Match the terms below to their definitions

1. Touchpoint
2. Service interaction

A. A value co-creating, reciprocal action between a service provider and a service consumer

B. Any event where a service consumer or potential service consumer has an encounter with the service provider and/or its products and resources

Answer 17

1. B
2. A

Question 18

True or False

Even if the overall customer experience is poor, individual touchpoints may perform well.

Answer 18

True

Question 19

Match each stage of the customer journey with its correct description.

1. Explore
2. Engage
3. Offer
4. Agree
5. Onboard
6. Co-create
7. Realize

A. [Shape demand and services offerings] Ensures that service consumer needs are well articulated and understood.
B. [Get on board or leave the journey] Deals with any transition that integrates or separates both parties’ resources.
C. [Capture value and improve] Focuses on applying improvements to continually maintain and increase the service value.
D. [Understand markets and shareholders] May include aspects such as operational context, strategic objectives, and organizational capabilities
E. [Provide and consume]Where the service consumer makes use of accessible service provider resources
F. [Foster Relationships] Deals with fostering functioning relationships that co-create value between the service provider, service consumer, and other stakeholders.
G. [Align expectations and agree service] Crucial to aligning expectations and planning for value co-creation.

Answer 19

1. D
2. F
3. A
4. G
5. B
6. E
7. C

Question 20

A _____ visualizes the service consumer’s experience. It communicates the journey and the customer’s experiences at every stage.

Answer 20

Customer journey map

Question 21

A _____ is a ficticious, yet realistic description of a typical or target customer or user of a service or product. They summarize key characteristics of one or more individuals who exhibit similar attitudes, goals, and behaviors in relation to a service and a service provider.

Answer 21

Persona

Question 22

To avoid creating bias, it is important to focus on developing _____ attributes and _____ characteristics that are related to the use of the service.

Answer 22

Generic attributes and relevant characterists

Question 23

_____ are short stories about _____ trying to achieve their goals by using the service or product in their contexts.

Answer 23

Scenarios, personas

Question 24

Good scenarios answer the following questions:

1. Who is the _____?
2. Why does the ____ want the _____?
3. What _____ does the service consumer have?
4. How can the service consumer _____?

Answer 24

1. User
2. Service consumer, service
3. Goals
4. Achieve its goals

Question 25

One way to gain a greater understanding of the customer service is to _____ at major touch points, or use customer experience management software.

Answer 25

Run customer feedback surveys

Question 26

The Jahari Window helps understand the customer experience. Match the quadrant to its definition: 1. Unknown area 2. Hidden area 3. Blind area 4. Open area A. What is unknown by the person about him/herself and is also unknown by others B. What is unknown by the person about him/herself but which others know. This can normally include things like anxiety, fear, incompetence, unworthiness and so on, whereby it is difficult for people to face up to, but others can easily see them clearly in you. C. What is known by the person about him/herself and is also known by others. This normally includes your behaviour, knowledge, skills, attitudes, and ‘general knowledge’ history. D. What the person knows about him/herself that others do not know

Answer 26

1. A 2. D 3. B 4. C

Question 27

The Jahari window shows that there are areas unknown to the service provider and to the service consumer. The service provider must _____ on behavior in the invisible areas of the service relationship, and _____ to the service consumer knowledge that may benefit the customer experience.

Answer 27

Seek feedback, disclose

Question 28

1. A journey is a specific, discrete experience in a service provider life cycle. 2. The customer journey should be managed as a whole, rather than through isolated touchpoints. 3. Personas used as part of customer journey mapping should be as specific and detailed as possible to avoid creating bias. 4. Customer journey mapping involves identifying, understanding, and improving individual touchpoints and service interactions. 5. A customer journey map’s objective is teaching organizations about their stakeholders. 6. The service provider does not need to seek feedback on behavior in the invisible areas of the service relationship. 7. Factors that are partly or completely outside the service provider’s influence can shape the customer journey. 8. It is crucial to map individual customer journeys.

Answer 28

2, 4, 5, 7

Question 29

The expected value (value definition) from the ____ and how each stage can contribute to value co-creation includes: * Outcome * Experience (how \_\_\_\_\_, services, products, brand, and environment are perceived or make the user/customer feel) * Utility * Warranty (including availability, performance, capacity, information security, continuity, accessability, and useability) * Risk and compliance * Cost and resources

Answer 29

Customer journey

Question 30

The main idea behind _____ to explore and gather feed back from realy users.

Answer 30

Design thinking

Question 31

Which of these are NOT principles of service thinking? 1. Evidencing 2. Innovation 3. User-centered 4. Value creating 5. Holistic 6. Co-creative 7. Sequencing

Answer 31

2, 4

Question 32

Match the PRINCIPLE of SERVICE DESIGN THINKING to its definition. 1. User-centered 2. Co-creative 3. Sequencing 4. Evidencing 5. Holistic A. We see, hear, smell, touch, taste, and emotionally feel the physical manifestation of services. The entire environment of a customer journey, service, or product should be considered, as should alternative customer journeys. B. The customers and users need to be put at the center of the design process. This requires a genuine understanding of the customers and users beyond statistical descriptions and empirical analyses of their needs. C. Physical evidence or artifacts, such as souvenirs, can trigger the memory of positive service moments. Therefore, through emotional association, they can continue to enhance a customer’s experience. Service evidence can prolong service experiences beyond the actual service period far into the post-service period. Also, service evidencing can help reveal inconspicuous backstage services. Intangible services should therefore be visualized in terms of physical artifacts. D. Service design thinking deconstructs customer journeys into single touchpoints and service interactions. These, when combined, create service moments. Touchpoints and service interactions take place human-to-human, human-to-machine, and even machine-to-machine, but also occur indirectly through third-party feedback such as online reviews. Every customer journey follows a three-step transition of a pre-service period (getting in touch with a service), an actual service period (when the service consumers experience a service), and a post-service period. The customer journey should be visualized as a sequence of interrelated actions. E. Facilitating co-creation in groups representative of the stakeholders is a vital aspect of design thinking and a fundamental part of service design. All stakeholders should be included in the design process.

Answer 32

1. B 2. E 3. D 4. C 5. A

Question 33

What are the 5 (ordered) steps in designing the customer journey process?

Answer 33

1. Empathize 2. Define 3. Ideate 4. Prototype 5. Test

Question 34

Match the customer journey design stage to its definition. 1. Empathize 2. Define 3. Ideate 4. Prototype 5. Test A. Build a representation of your ideas and adopt a hands-on approach. Design customer journey maps and service blueprints for the stakeholders’ mental models by asking them to structure the journey or products for you. Consider frequency, sequence, and importance. Frequency means what customers do most frequently should have a prominent position in the sequence. Sequence means that activities should be presented in sequence. Importance means that important information must be given clearly and at the right time. Understanding the customers’ mental model and applying the frequency, sequence, and importance rule will solve most of the stakeholders’ usability needs. Verify that the design helps deliver the planned outcome, experience, and value. B. Construct a point of view that is based on user needs and insights. Reframe and define the problem in human-centric ways. Map the existing customer journey, if any, and map stakeholder experiences to identify any problems in the customer journey. Define and plan for the desired outcome, experience, and value. Set goals and define metrics. C. Brainstorm and come up with creative solutions. Create many ideas in ideation sessions to think of improvements to the customer journey. By the end of this phase, the team should have several problem-solving ideas. D. Learn about the stakeholders you are designing for. Understand the human needs involved. Define and test personas and scenarios. Set aside your own assumptions about the world to gain insight into the stakeholders and their needs. E. Return to the original stakeholder group and test your ideas for feedback. Do not avoid mistakes but explore as many mistakes as possible. Perform usability testing, role plays, and A/B testing. Track usage, build in feedback loops, review metrics, and role play to test that the design helps to deliver the planned outcome, experience, and value.

Answer 34

1. D 2. B 3. C 4. A 5. E

Question 35

\_\_\_\_\_ and _____ are the keys to understanding and mastering the emotional aspect of the customer journey.

Answer 35

Emotional intelligence and behavioral psychology

Question 36

Match the cognitive bias term to its definition 1. Cognitive biase 2. Peak-end bias 3. Availability bias 4. Loss aversion A. Systematic pattern of deviating from rationality when making a judgement B. The pain of giving something up is greater than the benefit associated with obtaining it. We want to be in control of our journey, as well as other immediate aspects of our life affected by the customer journey. C. The tendency that we do not seem to perceive an experience as a whole, but the average of how it was at its peak. So, after using a product or service, we tend to disproportionately recall the high and low points of the customer journey and not all the individual aspects of it. In particular, unpleasant endings have a strong negative impact. D. The tendency to base our judgements on events that are most available in our memory, despite the fact the availability of a memory is often influenced by unique and emotional factors. For example, the distribution and frequency of positive and negative points of interaction during the customer journey affects our service perception.

Answer 36

1. A 2. C 3. D 4. C

Question 37

What term matches this definition? An explanation of someone's understanding of how something works in the surrounding world

Answer 37

Mental model

Question 38

What term matches this definition? Set of values that is shared by a group of people that includes expectations about how people should behave, as well as their ideas, beliefs, and practices.

Answer 38

Culture

Question 39

\_\_\_\_\_ are tools that are used to decode the influence of intercultural collaboration.

Answer 39

Culture maps

Question 40

When measuring the customer journey, the focus should be on opportunities with the best \_\_\_\_.

Answer 40

ROI

Question 41

1. It involves deconstructing customer journeys into single touchpoints and service interactions, and visualizing them as an ordered series of interrelated actions. 2. It means including all stakeholders in the design process in representative groups. 3. It involves considering the entire environment of a customer journey, service, or product, as well as alternative customer journeys. 4. It requires a genuine understanding of the customers and users beyond statistical descriptions and empirical analyses of their needs. 5. It can help to reveal inconspicuous backstage services by visualizing them in terms of physical artifacts. A. User-Centered B. Co-Creative C. Sequenced D. Evidenced E. Wholistic

Answer 41

1. C 2. B 3. E 4. A 5. D