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Description
Flashcards by Alex Millar, updated more than 1 year ago
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Created by Alex Millar
almost 7 years ago
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| Question | Answer |
| What is designing the customer experience about? | Translating the service concept into the service process design |
| As a strategic tool, what does the service concept do? | Defines & communicates the nature of the business Creates customer expectations and employee understanding of the service Provides a sense of purpose Checks for alignment between marketing, operations and strategy Helps develop and drive strategic advantage |
| Why is service design important? | Because it has implications on customer satisfaction - Poor service design can be a factor of dissatisfaction |
| What's the problem with service design? | It is often an ad hoc or trial and error activity, where service problems are inadvertently designed into the service process |
| What does a good service design do? | It understands customer expectations and matches customer perceptions of service quality with these expectations |
| In order for services to have designs which use cues/mechanisms to resonate the right customer emotions, what do services need? | A service concept which understands customer expectations and articulates the service that needs to be provided to meet said expectations |
| What influences people's expectations? | Price Availability of alternatives Previous Experience Marketing WOM Customer Mood Confidence in the company |
| What is the difficulty faced when designing the service? | Matching perceptions and expectations is difficult because perceptions are subjective Failure to match results in service quality gap between perceptions and expectations |
| What does Tom Peters say about customer perceptions? | "Customers perceives services in their unique, idiosyncratic, emotional, erratic, irrational, end of the day and totally human terms" While its difficult, service perception is all there is to judge quality and thats why design is SO IMPORTANT |
| Failure to match perceptions and expectations is the fifth gap in Parasuraman's Gap Analysis Model. what are all the gaps? | 1) Failure to understand expectations 2) Expectations understood but fail to translate to correct, adequate standards 3) Fail to deliver service to required standards 4) Mismanagement of customer expectations 5)Failure to match perceptions with expectations |
| What case study can the gap analysis for service quality be applied to? | Stafford Hospital |
| What arguments are there for improving service design? | 1) Improving design can help reduce costs - efficiency = less waste 2) Happy customers are easier to manage - close perception-expectation gap |
| What difficulties are faced when trying to drive service improvements (particularly in public sector)? | 1. Different conflicting stakeholders demands and objectives 2. Not in the business of competitive differentiation 3. No incentive to attract customers/outperform competitors 4. No clear link between satisfaction and the bottom line |
| What do Zomerdijk and Voss (2009) say about customer experience design? | - Creation of an engaging, compelling & consistent context is vital to successful delivery of experience-centric services - Experience-centric services proactively craft the customer experience to create distinctive product/service offerings -Developed a 6 principle framework for experience design |
| What is Zomerdijk and Voss' (2009) 6 Principle Framework? | 1) Design from perspective of customer journey & its touch points 2) Conduct sensory design 3) Require front line employees to engage with customers 4) Pay attention to dramatic structure of events 5) Manage presence of fellow customers 6) Closely couple the backstage employees with frontstage experience |
| What can we learn from Coye (2004) about designing customer experiences | - Distinction between what is expected should/will happen and the desire of what is wanted - Expectations are shaped based on beliefs about a future event -Customers are ACTIVE INFO PROCESSORS - subject to no. of cues which influence service assessment - design cues to reduce quality gap |
| What are the three types of beliefs that can shape customer expectations? | DESCRIPTIVE BELIEFS based on info gathered from direct observation/experience INFORMATIONAL BELIEFS based on info gathered indirectly from others INFERRENTIAL BELIEFS based on info/observations of a related occurance |
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