Week 9: Service Flashcards
Explain the evolution of CRM
- 1980s: Activity Control Technology
- 1990s: Siebel Systems
- 2000s: Siebel Sales Enterprise
- 2000s: Salesforce 2000’s [Technology-focused]
- 2010s: Salesforce 2010’s [Focus on management strategy]
- 2020’s: Salesforce 2020’s [Focus on Technology]
Multichannel vs ominichannel
- Channel is a point of interaction between people and
organisations - Multichannel refers to the ability to have many channels
- Omnichannel refers to consistent experience across all
channels
Where does service come into the buyer’s journey?
- Convert customers to promoters
Define a touchpoint
A touchpoint is any interaction that affects the way that your customer/user perceives your product, brand or service
Define ‘consistent service’
- Customers are satisfied whenever they consistently receive, in a timely fashion, interactions delivered by a caring and considerate person
Explain the CARE model
- How to design the experience
- C: Commitment (value proposition)
- A: Action (how our product help(s) the job to be done)
- R: Results (What are the experience objectives and key results - metrics/sensors)
- E: Empathy (How do my customer usually feel when the interaction happens)
Under ‘Action’ (CARE model), explain the business process
- Each activity compromises of a set of logical steps (HOW) that is performed by humans or systems (WHO)
- The process transforms inputs into outputs according to guidance by employing resources (WHAT)
- The process is initiated by one or more business events (WHEN)
- The process has performance indicators for which measurable objectives can be set and performance evaluated (WHY)
Explain the ‘FLOW’ model and its use cases
- How to live the experience
- Defined by 9 components:
- Challenge-skill balance
- Clear and specific goals
- Unambiguous feedback
- Action-awareness merging: Involvement is so deep that there is a feeling of automaticity about one’s action
- Concentration on task at hand
- Sense of control: happens without conscious effort
- Loss of self-consciousness: become one with the activity
- Transformation of time: time can be seen as passing more quickly, more slowly or complete lack of awareness of passing of time
- Autotelic experience: an activity or state of being that is intrinsically rewarding and satisfying in and of itself, without the need for external rewards or motivations.
- Use case: Maximize employee productivity, in educational settings and in interactive game development
Explain the ‘Flow’ model application in gamificaiton
Low challenge
- Grinding: Low skill, low challenge work that is used to gain experience and increase skills.
- Levelling: As skills increase relative to the current challenge, the challenge levels increase.
High challenge
- Mastering: The point where the users skill levels match or surpass the challenge offered
- Testing: Where the challenge is distinctly higher than the relative skill of the user. In games this is often a Boss Battle. The user needs to “up their game”.
How to measure satisfaction?
- External sensors (you do not manage; e.g. external perceptions)
- Internal sensors (you manage, you define)
Explain Importance/Satisfaction Analysis
- If satisfaction is low, and importance is low: Is this necessary?
- If satisfaction is low, and importance is high: focus here!
- If satisfaction is high, and importance is low: possibly an overkill (unnecessary use of resources)
- If satisfaction is high, and importance is high: good job!
Explain how to conduct a GAP analysis
- Improve the factor with the biggest positive gap (focusing on enhancing the area where current performance is significantly better than the desired state. This suggests that there is an opportunity to further optimize or fine-tune this factor to achieve even better results, maximizing their strengths)
- Remove or improve the factor with the lowest importance
- Analyze the factor with the lowest negative gap (Analyzing the factor with the lowest negative gap” means examining the factor where the current performance is closest to the desired state, even if it’s still below the target. This suggests that the area represented by this factor might require the least amount of improvement or change to reach the desired goal.)
note: importance of value proposition varies according to TA
