process

Question 1

what does the process element of the amrketing mix refer to?

Answer 1

• the systems and procedures that are put in place to deliver a product or service to the customer
• process involves looking at the experience the customer has when purchasing a product

Question 2

what are five methods of maximising customer experience?

Answer 2

• delivery service
• communication
• customer complaints
• accessibility
• technology

Question 2

delivery service

Answer 2

• an efficient delivery service will ensure customers continue to use the business
• processes to provide efficient delivery service include: home delivery, next/same day delivery, tracking system for online deliveries
• these will encourage customers to buy the company’s products over the competitor’s products

Question 3

communication

Answer 3

• high quality information and communication throughout the purchasing process will lead to greater customer satisfaction
  for example:
• providing live chats
• FAQ (frequently asked questions) pages on websites

Question 4

customer complaints

Answer 4

• organisations must be able to handle complaints effectively and should have a process in place to ensure complaints are handled quickly and efficiently
  customers can be offered:
• warranties and guarantees on products
• a good returns policy

Question 5

accessibility

Answer 5

• systems should be in place to ensure that customers are able to access goods and services easily and efficiently
• websites should be easy to navigate, place orders and offer quick delivery times
• stores should be easy for customers to find their way around and accessible for people with disabilities

Question 6

technology

Answer 6

• keeping up to date with new technology can offer more efficient processes
  for example the introduction of:
• self-service checkouts
• online tracking