Objective 1.1 Understand the concept of the customer journey Flashcards
A ______ ________ is the complete end-to-end experience customers have with one or more
service providers and/or their products through the touchpoints and service interactions
Customer Journey
How you deliver a service is as important as ____ ___ ____
what you deliver
What must you do to understand the overall experience?
take the journey yourself
When can you maximize stakeholder value through co-creation and focus on experience, not just on outcomes?
When you understand the customer journey
Customer journeys relies on ____ or ____ value streams
One, More
One value stream typically supports ___ customer journeys
Multiple
The sum of the functional and emotional interactions with a service and service provider as perceived by a customer
Customer Experience (CX)
The sum of the functional and emotional interactions with a service and service provider as perceived by a user
User Experience (UX)
Customer (and user) journey affects the ____/_____
Customer/User Experience
What the seven stages for a customer journey?
- Explore
- Engage
- Offer
- Agree
- Onboard
- Co-create
- Realize
Which benefits of mastering the customer journey for the service consumer is achieved by gaining optimal service value and experience?
Facilitate Outcome
Which benefits of mastering the customer journey for the service consumer is achieved by getting what you need, not just what you asked for?
Facilitate Outcome
Which benefits of mastering the customer journey for the service consumer is achieved by ensuring key business risks are identified and addressed
Optimize risk and compliance
Which benefits of mastering the customer journey for the service consumer is achieved by working together to optimize use of resources through the whole service lifecycle?
Reduce cost and optimize resources
is any time a potential service consumer or service consumer comes in
contact with the service provider and/or its products
A touchpoint
is a value co-creating reciprocal action between a service provider
A service interaction
Basic reasons causing a stakeholder to begin the journey
Defines the outcomes that are relevant to the stakeholder
Needs
Less definitive than needs but are things the stakeholder would prefer to have or would
improve their experiences
Wants
The preconceived notions, positive or negative, that stakeholders have about the experience
Stereotypes
What are keys to understanding and mastering the emotional aspect of the journey?
Emotional intelligence and behaviour psychology
is a specific, discrete experience in a service consumer lifecycle
A journey
You must understand every _______, but also understand the entire ______ journey
end-to-end
is a fictional, yet realistic, description of a typical or target customer or user of a
service or product
A persona
are short stories about personas trying to achieve their goals by using the service or product in their contexts
Scenarios
To gain a better understanding of the customer experience, when should run customer feedback
surveys?
at major touchpoints
Which concept can be applied to the service consumer
Johari window
We based our judgment on events that are most available in our memory
Availability bias
Pain of giving up something is greater than the utility associated with
obtaining it
Loss aversion
We do not seem to perceive experience as a whole, but the average of
how it was at its peak
peak-end-bias
An explanation of someone’s understanding of how something works in the
surrounding world
Mental model
A set of values that is shared by a group or people, including expectations about
how people should behave and their ideas, beliefs, and practices
Culture
