Week 5: Managing Service Flashcards
1
Q
Describe the customer experience life cycle. Include aspects such as;
- relationship initiation
- provider evaluation
- account setup
- order placement
- product reception and use
- problem resolution
- payment
- account maintenance
A
- relationship initiation
- supplier exposes customer to its marketing mess
- customer seeks relevant info
- provider evaluation
- customer gets initial price and quote
- customer puts out request for price
- customer evaluates providers and negotiates terms and pricing (supplier also completes this)
- customer selects supplier
- account setup
- customer obtains materials for account setup
- customer provides account profile number
- customer confirms setup and activation (coordination of many departments)
- company performs courtesy follow-up
- customer requests product info
- Order placement
- customer selects product
- customer places order
- customer prepares specialty docs
- company and customer arrange initial delivery terms (coordination with other departments)
- product reception and usage
- customer tracks order status
- customer and company arrange final delivery terms
- customer receives and inspects product
- customer refuses/accepts product
- > high levels of coordination required
- problem resolution
- customer notifies company of a problem and obtains resolution
- customer seeks invoice adjustment
- problem resolved and adjustment made
- payment
- customer receives and validates invoice
- customer makes payment
- account maintenance
- customer maintains profile info
- customer maintains supplies
- company provides general support (not directly related to problem)
- customer obtains ongoing price quotes
2
Q
Explain ways of delivering customer solutions from the product and solutions perspectives
A
Value Proposition
- PP: create innovative products and enrich features of existing products
- SP; creating and delivering superior customer solutions
Value creation
- PP: value created by firm
- SP: value co-created by customer and firm
Designing offerings
- PP: start with product/service, target consumer segments
- SP: start with customer problem, assemble required product/service to solve problems
Company/customer relationship
- PP: transaction-based
- SP: interaction-based and centred on co-creation of solutions
Focus on quality
- PP: quality of internal processes and company offerings
- SP: quality of customer-firm interactions
