Marketing
Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
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Chapter 12, Problem 2BYMP
Summary Introduction

To develop: The customer contact audit to recognize the unique points of interaction with the consumer.

Introduction:

Service is considered to be an invisible activity or advantage that a company provides in order to satisfy the customers’ needs by paying money or something that creates a value.

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Mini-Case -Hotel Flowchart and Blueprint. One of the ways that services marketers try to understand, manage, and control the service encounter experience is to use flowcharts (they’re also called blueprints). In services flowcharts, there is a delineation between what a customer sees (e.g., a car valet) and what the company needs to do to make that part of the service encounter as flawless as possible (e.g., it needs to have a sufficient number of valets who are well trained to be polite and good drivers, plentiful nearby parking). Each part of the service encounter is described in steps that unfold or flow over time to simulate the process of the customer experience. It’s important for the customer service team to understand that the customer is evaluating the brand every step of the way. Each step along the customer journey is described in layers—some are visible to the customer, or are actions that occur “on stage,” and other services and actions occur “behind the scenes.” The…
Customer service measurements and metrics are important, but what is the risk of having too many of these type of metric?
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