Lecture 6

Question 1

Customer Experience

Answer 1

Compromised of the:
1) cognitive
2) emotional (affective)
3) physical
4) sensorial
5) social elements
that mark the customer's direct or indirect interaction with another market actor.

Question 2

Three metrics (Consumer insights)

Answer 2

1. Satisfaction
2. NPS
3. Customer effort score (CES)

Question 3

NPS

Answer 3

“How likely are you to recommend us to friends and colleagues?”

Question 4

NPS Score

Answer 4

% of promoters (9 & 10) - % detractors (< 7)

Question 5

Customer Effort Score

Answer 5

How much effort did you personally have to put forth to handle your request? (scale of 1 to 5, the lower the better)

Question 6

Theoretical relevance of NPS

Answer 6

1. WOM
2. Affective and cognitive drivers
3. WOM as part of customer engagement value

Question 7

Disadvantages of NPS

Answer 7

1. personal characteristics (introvert vs. extravert)
2. network of consumers
3. product involvement
4. culture

Question 8

Capabilities for creating a effective customer journey

Answer 8

1. Automation
2. Proactive personalization
3. Contextual interaction (online vs. offline)
4. Journey innovation

Question 9

Aspects to experiences

Answer 9

1. Sensory (sense)
2. Affective (feel)
3. Cognitive (think)
4. Physical (act)
5. Social-identity (relate)

Question 10

Types/categories of customer touch points

Answer 10

1. Brand-owned
2. Customer-owned
3. Partner-owned
4. Social/external-owned

Question 11

4 trends that may change the customer journey

Answer 11

1. Big data & machine learning
2. Mobile devices
3. Artificial intelligence and Robotics
4. Internet of Things