Week 10: Case Flashcards

1
Q

Define ‘consistent’ support

A

Customers are satisfied whenever they consistently receive, in a timely fashion, the support of an effective problem resolution process

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2
Q

Identify 4 differences and 1 similarity between service vs support (ITIL Best Practices)

A

ITIL Definition
- Service: A means of delivering value to customers
- Support: The process of resolving incidents and service requests

Timing
- Service: Provided before, during and after the purchase
- Support: Provided after the purchase

Focus
- Service: Providing positive interactions
- Support: Providing effective assistance and problem solving

Service: range of designed interactions aimed to enhance the experiences and improve the relations with all stakeholders (Relational)

Support: Making cost effective and correct use of a product (Technical)

Similarity: Customers expect to be treated with respect, courtesy and empathy and they expect their needs to be understood and addressed effectively.

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3
Q

Name the SERVQUAL gaps in one word

A
  • Gap 1: Knowledge
  • Gap 2: Standards
  • Gap 3: Delivery
  • Gap 4: Communications
  • Gap 5: Service
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4
Q

Define customer experience

A
  • It is about customer’s perceptions and related feelings caused by the one off and cumulative effect of interactions
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5
Q

Name and explain the framework to create value proposition

A
  • Benefits (what makes your innovation valuable?) + Relevance (how can it solve the problem?) + Differentiation (what makes you unique?)
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6
Q

Explain the SEI Maturity model

A
  • Framework used to assess and improve the processes and practices within an organization primarily in the context of software and systems engineering
  • 5 maturity levels
  • Initial: adhoc
  • Repeatable: some stability with key processes documented
  • Defined: comprehensive set of processes that are well documented and consistently applied
  • Managed: measurement - using data to make informed decisions and manage projects, metrics are established and monitored
  • Optimizing: improve process based on feedback
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7
Q

Food for thought: How can SEI maturity model be applied to the customer journey framework?

A
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8
Q

Identify the 3 pillars and capabilities under each for the Gartner’s CX Capability Model

A
  • Understand Customers: Voice of the customer, customer research
  • Set Customer Experience Strategy: Strategy, Metrics, Personas and Journeys, Technology
  • Coordinate CX Across the Enterprise: Purpose, Customer-Centric Culture, Roles and Governance
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9
Q

The Big Picture: AIOP (6 stages)

A

Find > Learn > Purchase > Like > Use > Trust

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10
Q

Explain the 2 types customer retention metrics

A
  • Intentions are based on surveys (expected performance) e.g. repurchase, cross buying, positive word of mouth, price increase acceptance/tolerance
  • Actions are based on data (perceived performance) - what actually happenned
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11
Q

Identify and explain the 3 classic retention metrics

A
  • CSAT (Customer Satisfaction) - tracking support quality
  • NPS (Net Promoter Score): index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others - build customer loyalty
  • NPS is calculated by (% of customers who are promoters - % of customers who are detractors)
  • CES (Customer Effort Score): measure how easy or difficult it was for a customer to complete a particular task - making it easier to be a customer
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12
Q

Explain how does culture impact NPS

A
  • Consumers in India & Mexico give very high NPS when they like a company
  • Consumers in South Korea and Japan give a negative NPS even when they like a company
  • Consumers in Brazil and Mexico have the largest gap in NPS when they like and dislike a company
    while consumers in Japan and South Korea have the smallest gap
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13
Q

Explain how a control chart may be used to measure consistency in customer experience (identify the nelson rules)

A
  • If any point is more than 3 s.d. from the mean > special case (needs attention)
  • If nine or more points in a row are on the same side of the mean (i.e., all on the upper or lower limit) > prolonged bias
  • Decreasing or increasing continually > trend exists
  • Alternate in direction (increase then decrease) > oscillation
  • Two or three points in a row are more than 2 s.d. from the mean in the same direction > mediumly out of control else, slightly out of control
  • None exist within 1 s.d. of the mean and points are in both directions from the mean (upper and lower limit) > rarely random
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