The Customer Journey (7) Flashcards Preview

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Flashcards in The Customer Journey (7) Deck (67)
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1

A good way to look at the relationship between customers and service providers is using a _______ metaphor.

journey

2

If the experience goes well, the relationship usually continues and deepens. _____ develops, providers understand and anticipate customer needs better and customize services for them. Customers develop _____

Trust, loyalty

3

how can customer loyalty impact a brand?

The most loyal customers even serve as advocates, or brand “ambassadors” for the providers they love.

4

What is a service encounter?

an interaction between the customer and provider

5

Some service providers use a process called _________ __________ to create a visual representation of every encounter and experience a typical customer can have.

journey mapping

6

What is journey mapping?

a process to create a visual representation of every encounter and experience a typical customer can have

7

Journey maps... 

Are built from the customer’s perspective

Include all points of contact between a customer and a provider (touchpoints), digital and physical

Span the full customer relationship lifecycle

8

What are touchpoints? 

 

digital and physical points of contact between a customer and a provider

 

9

digital and physical points of contact in the srvice relationship lifecycle are called...

touchpoints 

10

Journey mappings are built from the ________ perspective

 

customer 

11

Journey mapping Include all points of contact between a customer and a provider digital and physical called...

 

touchpoints 

12

Journey mapping spans the full customer relationship _______

lifescyle 

13

The heart of services marketing is... 

consistently providing superior customer experiences,

14

The heart of services marketing is consistently providing superior customer ______

experiences 

15

journey mapping is one of the best tools to ensure the customer ______ is excellent. 

experience 

16

what is a tool used to ensure an excellent customer experience? 

journey mapping 

 

.

17

Mapping every touchpoint and experience in the customer journey helps providers understand which encounters build _______ and loyalty and which ones are ________. 

satisfaction, problematic 

18

Effective journey mapping requires getting detailed _____ directly from customers,

input 

19

How can a marketer get detailed input from customers? 

through focus groups or the depth interviews 

20

What is the most important payoff of providing grwet customer experience? 

maximizing lifetime value of customers to the business.

21

when service providers retain their customers, _______ accrue over the life of the relationship.

profits 

22

 What does CLV stand for? 

Customer lifetime value 

23

what does Customer Lifetime Value (CLV) mean and measure? 

CLV is a measurement of how valuable a customer is to your company with an unlimited time span as opposed to just the first purchase. This metric helps you understand a reasonable cost per acquisition. CLV is the total worth to a business of a customer over the whole period of their relationship.

24

Customers don’t just arbitrarily decide to continue using certain service providers. When the experiences providers create is consistently excellent, customers remain ______ and grow_____, mutual trust between the customer and provider grows, and customers even _______ on behalf of service providers.

satisfied, loyal, advocate 

25

Loyal customers are...

ar less likely to consider competing service alternatives

less price sensitive than new customers

open to purchasing other services the firm offers

advocates for the service brands they love, which can lower provider marketing costs

sources of new ideas and suggestions for growing the business

more forgiving of service failures

more profitable

26

What type of customer project these behaviors? 

 

advocates for the service brands they love, which can lower provider marketing costs

sources of new ideas and suggestions for growing the business

more forgiving of service failures

loyal customers 

27

When a provider knows the ______ of customers, it gains a precise understanding of how much it can and should invest to retain customers, particularly early in the relationship.

CLV

 

For example, the estimated CLV of a loyal Starbucks customer was calculated at $14,099. To put this figure into terms easier to understand, a customer who spends $20 per week will produce over $14,000 in revenue for Starbucks over a 14-year period.

28

Too many service providers are ____ and unwilling to make concessions and offer free or discounted services to keep customers happy and retain them.

rigid 

29

Many customers leave when they feel unappreciated, resulting in increased ______  to acquire new customers, and lower profits because the maximum ______ was not obtained.

costs, CLV

30

what is a service blueprint? 

A service blueprint is a visual representation of the service process: