Session 6

Question 1

Benefits of creating a customer journey map:

Answer 1

1. Higher customer satisfaction
2. Lower customer turnover or churn
3. Improved sales process
4. Better advocacy from current customers

Question 2

Discovering customer pain points impact both your sales and marketing strategy:

Answer 2

1. The sales team identifies the pain points so to tailor their pitch and present the products as the right solution.
2. Marketers want to understand these pain points so that they can advertise their solution effectively in an appealing way.

Question 3

Most service processes can be divided into 3 main steps:

Answer 3

1. Pre-process stage - the preliminaries occur (e.g., making a reservation, parking the car, getting seated, and being presented with the menu)
2. In-process stage - main purpose of service encounter is accomplished (e.g., enjoying the food and drinks in a restaurant)
3. Post-process stage - activities necessary for closing of encounter happens (e.g., getting the check/bill and paying for dinner)