The Customer Experience (7)

Question 1

cause the characteristics of services make evaluation and comparison more challenging, service providers are learning that the customer ________ is a major factor in creating customer satisfaction and loyalty.

Answer 1

experience

Question 2

Customer experience is a major factor in creating…

Answer 2

customer satisfaction and loyalty

Question 3

Orchestrating a great customer experience is a powerful way to _________ a service for which there are alternatives.

Answer 3

differentiate

Steve Ridgway, former CEO of Virgin Atlantic Airways, seems to understand the importance of providing passengers with a great experience. “At the end of the day, we fly exactly the same planes as everybody else. If we get our customers off the plane happy, and they go on to talk about that and get others to come and then come back again themselves — that’s a huge marketing tool.”

Question 4

What is customer experience?

Answer 4

customer experience is the satisfaction a customer has with every aspect of a brand — its messages, people, service processes, technology, and physical environment — through every service encounter across the entire life of the relationship.

Question 5

Customer experience is the ______ a customer has with every aspect of a brand through every service encounter across the entire life of the relationship.

Answer 5

satisfaction

Question 6

What are some aspects of a brand?

Answer 6

— its messages, people, service processes, technology, and physical environment

Question 7

Starbucks is the world’s most _________ coffee shop, and the company built its success on providing not just good coffee, but great experiences.

Answer 7

ubiquitous

Question 8

What are three attributes that can affect a customer’s experience?

Answer 8

1. service environment
2. product consistency
3. training

Question 9

This is an example of which service attribute?

Whenever a customer enters a Starbucks, the team greets the customer. In fact, many baristas have developed relationships with regular customers, knowing their names and preferred drinks. The company coined the term “third place” to represent the atmosphere that isn’t home, isn’t work, but is a “third place” for people to gather. The brand understands that no one enters a Starbucks simply to buy coffee but to enjoy a great coffee experience..

Answer 9

service environment

Question 10

This is an example of which service attribute?

The beverage purchased at one Starbucks location is the same quality, flavor, and temperature of the same beverage purchased at any other Starbucks location.

Answer 10

product consistency

Question 11

What is a way to promote product consistency?

Answer 11

through setting standards, training employees to meet them, and measuring compliance with them.

The referenced training manual also includes detailed illustrations and directions for how employees can create each drink.