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Marketing > The Customer Journey (7) > Flashcards

The Customer Journey (7) Flashcards

1
Q

A good way to look at the relationship between customers and service providers is using a _______ metaphor.

A

journey

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2
Q

If the experience goes well, the relationship usually continues and deepens. _____ develops, providers understand and anticipate customer needs better and customize services for them. Customers develop _____

A

Trust, loyalty

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3
Q

how can customer loyalty impact a brand?

A

The most loyal customers even serve as advocates, or brand “ambassadors” for the providers they love.

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4
Q

What is a service encounter?

A

an interaction between the customer and provider

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5
Q

Some service providers use a process called _________ __________ to create a visual representation of every encounter and experience a typical customer can have.

A

journey mapping

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6
Q

What is journey mapping?

A

a process to create a visual representation of every encounter and experience a typical customer can have

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7
Q

Journey maps…

A

Are built from the customer’s perspective

Include all points of contact between a customer and a provider (touchpoints), digital and physical

Span the full customer relationship lifecycle

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8
Q

What are touchpoints?

A

digital and physical points of contact between a customer and a provider

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9
Q

digital and physical points of contact in the srvice relationship lifecycle are called…

A

touchpoints

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10
Q

Journey mappings are built from the ________ perspective

A

customer

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11
Q

Journey mapping Include all points of contact between a customer and a provider digital and physical called…

A

touchpoints

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12
Q

Journey mapping spans the full customer relationship _______

A

lifescyle

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13
Q

The heart of services marketing is…

A

consistently providing superior customer experiences,

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14
Q

The heart of services marketing is consistently providing superior customer ______

A

experiences

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15
Q

journey mapping is one of the best tools to ensure the customer ______ is excellent.

A

experience

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16
Q

what is a tool used to ensure an excellent customer experience?

A

journey mapping

.

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17
Q

Mapping every touchpoint and experience in the customer journey helps providers understand which encounters build _______ and loyalty and which ones are ________.

A

satisfaction, problematic

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18
Q

Effective journey mapping requires getting detailed _____ directly from customers,

A

input

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19
Q

How can a marketer get detailed input from customers?

A

through focus groups or the depth interviews

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20
Q

What is the most important payoff of providing grwet customer experience?

A

maximizing lifetime value of customers to the business.

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21
Q

when service providers retain their customers, _______ accrue over the life of the relationship.

A

profits

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22
Q

What does CLV stand for?

A

Customer lifetime value

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23
Q

what does Customer Lifetime Value (CLV) mean and measure?

A

CLV is a measurement of how valuable a customer is to your company with an unlimited time span as opposed to just the first purchase. This metric helps you understand a reasonable cost per acquisition. CLV is the total worth to a business of a customer over the whole period of their relationship.

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24
Q

Customers don’t just arbitrarily decide to continue using certain service providers. When the experiences providers create is consistently excellent, customers remain ______ and grow_____, mutual trust between the customer and provider grows, and customers even _______ on behalf of service providers.

A

satisfied, loyal, advocate

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25
Q

Loyal customers are…

A

ar less likely to consider competing service alternatives

less price sensitive than new customers

open to purchasing other services the firm offers

advocates for the service brands they love, which can lower provider marketing costs

sources of new ideas and suggestions for growing the business

more forgiving of service failures

more profitable

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26
Q

What type of customer project these behaviors?

advocates for the service brands they love, which can lower provider marketing costs

sources of new ideas and suggestions for growing the business

more forgiving of service failures

A

loyal customers

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27
Q

When a provider knows the ______ of customers, it gains a precise understanding of how much it can and should invest to retain customers, particularly early in the relationship.

A

CLV

For example, the estimated CLV of a loyal Starbucks customer was calculated at $14,099. To put this figure into terms easier to understand, a customer who spends $20 per week will produce over $14,000 in revenue for Starbucks over a 14-year period.

28
Q

Too many service providers are ____ and unwilling to make concessions and offer free or discounted services to keep customers happy and retain them.

A

rigid

29
Q

Many customers leave when they feel unappreciated, resulting in increased ______ to acquire new customers, and lower profits because the maximum ______ was not obtained.

A

costs, CLV

30
Q

what is a service blueprint?

A

A service blueprint is a visual representation of the service process:

31
Q

A service blueprint is a visual representation of the…

A

service process

32
Q

The process and tool for assuring the quality of the overall service process is called…

A

the service blueprint.

33
Q

A diagram that depicts a service process and the relationships between elements of the service and how they relate to the touchpoints in the customer journey is called…

A

the service blueprint

34
Q

the service blueprint is a ______ that depicts a _______ process and the _______ between elements of the service and how they relate to the touchpoints in the customer journey.

A

diagram. service, relationships

35
Q

What is a touchpoint?

A

touchpoint is any place that the company has a point of contact with the customer

36
Q

a ________ is any place that the company has a point of contact with the customer

A

touchpoint

37
Q

a touchpoint is any place that the company has a ______ of ______ with the customer

A

point, contact

38
Q

What elements should a service blueprint include?

A
  • people
  • physical evidence
  • technology
  • sequence
39
Q

People are both _________ and service employees and their _______

Physical evidence are the _______ “props” and other visible elements of the service and the ________ in which it is delivered

Technology is sometimes a _______ for people, and other times a ______ to people

Sequence are the _____ or flow of a service process

A

customers, roles

tangible, environment

substitute, complement

steps

40
Q

A service blueprint is an important tool for identifying and preventing service _______

A

failures

41
Q

Why is a service blueprint an important tool for identifying and preventing service failures?

A

because it forces providers to review and evaluate a service at a very detailed level.

42
Q

An accurate service blueprint helps providers view their services more objectively and from the __________ perspective.

A

customers’

43
Q

What do the three horozantal lines represent?

A
  1. Line of Interaction: depicts the interactions that occur between the customer and the organization

2. Line of Visibility: this line shows which activities are visible to the customer, referred to onstage or frontstage activities, from those that are not visible, or that occur backstage

  1. Line of Internal Interaction: a line that separates employees who have direct contact or interaction with customers with those who don’t
44
Q

Line of Interaction depicts the interactions that occur between the _____ and the ________

Line of Visibility shows which activities are visible to the _______, referred to ______ or frontstage activities, from those that are not visible, or that occur backstage

Line of Internal Interaction is a line that separates employees who _____ direct contact or interaction with customers with those who _____

A

customer, service,

custgomer, onstage

have, don’t

45
Q
A
46
Q

journey maps are concerned with frontstage or backstage activities only?

A

fronstage

47
Q

the blueprint identifies…

A

Preliminary activities

Needs assessment

Service performance

Billing

48
Q

A service providers must view failures from the viewpoint of the ________.

A

customer

A provider might feel that a service was produced and delivered perfectly, but if the customer doesn’t think so, a failure has occurred.

49
Q

If the provider did indeed do everything correctly, then the failure is not properly setting customer __________.

A

expectations

50
Q

What is the service recovery paradox?

A

When failures occur, customer dissatisfaction is the result. But experience and research show that when the provider does a great job making things right after a failure, a process that service marketers call “recovery,” the customer who had the failure ends up more satisfied. That is, a failure and great recovery result in a customer more satisfied than if there were no failure in the first place.

51
Q

When a provider does a good job making things right after a failure, a process that service marketers call ______ he customer who had the failure ends up more satisfied.

A

“recovery,”

52
Q
A
53
Q

That is, a failure and great recovery result in a customer ______ satisfied than if there were no failure in the first place.

A

more

54
Q

The satisfaction that a great recovery produces might tempt service providers to intentionally make small errors that are easy to recover from. This would let them enjoy the higher satisfaction levels that great recovery produces. Why isn’t this wise?

A
  • because it relies on all customers who experience a failure to complain about it. Research shows that only half of customers who have reason to complain do so.
  • The other reason it isn’t wise to intentionally make errors to benefit from recovery is because it is expensive. It always costs more to perform a service again versus doing it correctly the first time.
55
Q
A
56
Q

The purpose of identifying points and potential points of failure is to _______ the service: constantly improving the quality and reliability of the service.

A

failsafe

57
Q

What does to failsafe a service mean?

A

to constantly improve the quality and reliability of the service.

58
Q

ase and Stewart in a Sloan Management Review article, “Make Your Service Fail-Safe,” categorize services errors or failures as either ______ ____or _______ ________and provide insights into the types of errors each party can commit:

A

service privder, customer-caused

59
Q

What are three service provider errors?

A
  1. task errors- erforming the service process or task incorrectly
  2. treatment errors- failing to treat the customer properly during an encounter
  3. Tangibles errors - problems with the tangibles or physical artifacts associated with the service
60
Q

Task errors are performing what incorectly?

Treatment errors are failing to…

Tangibles errors are problems with the…

A

service process or task

treat the customer properly during an encounter

tangibles or physical artifacts associated with the service

61
Q

What are three customer errors?

A
  1. Preparation errors: customer readiness issues or failures
  2. Encounter errors: interaction problems between customer and employee(s)
  3. Resolution errors: failure to report problems or take proper post-encounter actions
62
Q

Customer errors

Preparation errors: customer _____ issues or failures

Encounter errors: _____ problems between customer and employee(s)

Resolution errors: failure to ______ problems or take proper post-encounter actions

A

readiness

interaction

report

63
Q

Are the following Customer or Service provider errors?

Preparation errors (C or SP)

Treatment Errors

Task errors

eoncounter errors

tangibles errors

resolution errors

A
  1. C
  2. SP
  3. SP
  4. C
  5. SP
  6. C
64
Q

The service blueprint can help identify ______ and help providers understand what type of ______ occur most frequently.

A

failures, failures

65
Q

If a majority of failures are service provider failures, what could be a cause?

A

might stem from lack of employee training or HR not hiring well.

66
Q

If most failures fall on the customer, the provider should…

A

examine how well it sets customer expectations and prepares customers for the service encounter.

67
Q

if failures fall on the customer, the provider should examine how well it sets customer _______ and prepares customers for the service encounter.

A

expectations.

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