Week 10: Case

Question 1

Define ‘consistent’ support

Answer 1

Customers are satisfied whenever they consistently receive, in a timely fashion, the support of an effective problem resolution process

Question 2

Identify 4 differences and 1 similarity between service vs support (ITIL Best Practices)

Answer 2

ITIL Definition
- Service: A means of delivering value to customers
- Support: The process of resolving incidents and service requests

Timing
- Service: Provided before, during and after the purchase
- Support: Provided after the purchase

Focus
- Service: Providing positive interactions
- Support: Providing effective assistance and problem solving

Service: range of designed interactions aimed to enhance the experiences and improve the relations with all stakeholders (Relational)

Support: Making cost effective and correct use of a product (Technical)

Similarity: Customers expect to be treated with respect, courtesy and empathy and they expect their needs to be understood and addressed effectively.

Question 3

Name the SERVQUAL gaps in one word

Answer 3

• Gap 1: Knowledge
• Gap 2: Standards
• Gap 3: Delivery
• Gap 4: Communications
• Gap 5: Service

Question 4

Define customer experience

Answer 4

• It is about customer’s perceptions and related feelings caused by the one off and cumulative effect of interactions

Question 5

Name and explain the framework to create value proposition

Answer 5

• Benefits (what makes your innovation valuable?) + Relevance (how can it solve the problem?) + Differentiation (what makes you unique?)

Question 6

Explain the SEI Maturity model

Answer 6

• Framework used to assess and improve the processes and practices within an organization primarily in the context of software and systems engineering
• 5 maturity levels
• Initial: adhoc
• Repeatable: some stability with key processes documented
• Defined: comprehensive set of processes that are well documented and consistently applied
• Managed: measurement - using data to make informed decisions and manage projects, metrics are established and monitored
• Optimizing: improve process based on feedback

Question 7

Food for thought: How can SEI maturity model be applied to the customer journey framework?

Question 8

Identify the 3 pillars and capabilities under each for the Gartner’s CX Capability Model

Answer 8

• Understand Customers: Voice of the customer, customer research
• Set Customer Experience Strategy: Strategy, Metrics, Personas and Journeys, Technology
• Coordinate CX Across the Enterprise: Purpose, Customer-Centric Culture, Roles and Governance

Question 9

The Big Picture: AIOP (6 stages)

Answer 9

Find > Learn > Purchase > Like > Use > Trust

Question 10

Explain the 2 types customer retention metrics

Answer 10

• Intentions are based on surveys (expected performance) e.g. repurchase, cross buying, positive word of mouth, price increase acceptance/tolerance
• Actions are based on data (perceived performance) - what actually happenned

Question 11

Identify and explain the 3 classic retention metrics

Answer 11

• CSAT (Customer Satisfaction) - tracking support quality
• NPS (Net Promoter Score): index ranging from -100 to 100 that measures the willingness of customers to recommend a company’s products or services to others - build customer loyalty
• NPS is calculated by (% of customers who are promoters - % of customers who are detractors)
• CES (Customer Effort Score): measure how easy or difficult it was for a customer to complete a particular task - making it easier to be a customer

Question 12

Explain how does culture impact NPS

Answer 12

• Consumers in India & Mexico give very high NPS when they like a company
• Consumers in South Korea and Japan give a negative NPS even when they like a company
• Consumers in Brazil and Mexico have the largest gap in NPS when they like and dislike a company
  while consumers in Japan and South Korea have the smallest gap

Question 13

Explain how a control chart may be used to measure consistency in customer experience (identify the nelson rules)

Answer 13

• If any point is more than 3 s.d. from the mean > special case (needs attention)
• If nine or more points in a row are on the same side of the mean (i.e., all on the upper or lower limit) > prolonged bias
• Decreasing or increasing continually > trend exists
• Alternate in direction (increase then decrease) > oscillation
• Two or three points in a row are more than 2 s.d. from the mean in the same direction > mediumly out of control else, slightly out of control
• None exist within 1 s.d. of the mean and points are in both directions from the mean (upper and lower limit) > rarely random