Lecture 4

Question 1

Advantages of being active in multi channels

Answer 1

1. Better service and customer satisfaction
2. A larger share of wallet
3. Greater flexibility in the procurement of goods
4. Knowledge and process transfer
5. Easy entry into new markets

Question 2

Transaction cost matrix

Answer 2

READ IN THE BOOK

Question 3

Multi touchpoint management

Answer 3

Understand how customers use all touchpoints in the journey
Direct the relationship across all touch points, not via channels
Make customer analytics a core competence

Question 4

Google page speed insights (PSI)

Answer 4

Performance of a page on mobile and desktop with lab and field data
Myths about performance:
❑ User experience can be captured with a single metric.
❑ User experience can be captured with a single “representative user.”
❑ My website loads fast for me, so it should load fast for my users.

Question 5

Understanding lab vs. field data
lab data

Answer 5

Lab data
Data collected within a controlled
environment

Strengths
Helpful for debugging performance issues
End-to-end and deep visibility into the UX
Reproducible testing & debug environment

Limitations
Might not capture real-world bottlenecks
Cannot correlate against real-world KPIs

Question 6

Understanding lab vs. field data
field data

Answer 6

Field data or RUM (Real user monitoring)
performance data collected from real page
loads from actual users.

Strengths
Captures true real-world user experience
Enables correlation to business KPI’s

Limitations
Restricted set of metrics
Limited debugging capabilities