Week 10: Case Flashcards
Define ‘consistent’ support
Customers are satisfied whenever they consistently receive, in a timely fashion, the support of an effective problem resolution process
Identify 4 differences and 1 similarity between service vs support (ITIL Best Practices)
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.
Name the SERVQUAL gaps in one word
- Gap 1: Knowledge
- Gap 2: Standards
- Gap 3: Delivery
- Gap 4: Communications
- Gap 5: Service
Define customer experience
- It is about customer’s perceptions and related feelings caused by the one off and cumulative effect of interactions
Name and explain the framework to create value proposition
- Benefits (what makes your innovation valuable?) + Relevance (how can it solve the problem?) + Differentiation (what makes you unique?)
Explain the SEI Maturity model
- 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
Food for thought: How can SEI maturity model be applied to the customer journey framework?
Identify the 3 pillars and capabilities under each for the Gartner’s CX Capability Model
- 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
The Big Picture: AIOP (6 stages)
Find > Learn > Purchase > Like > Use > Trust
Explain the 2 types customer retention metrics
- 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
Identify and explain the 3 classic retention metrics
- 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
Explain how does culture impact NPS
- 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
Explain how a control chart may be used to measure consistency in customer experience (identify the nelson rules)
- 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