Marketing Exam 2

Question 1

Service Design

Answer 1

An approach to designing services that balances the needs of the customer with the needs of the company

Question 2

service design objective

Answer 2

to create quality customer service experience and deliver seamless service

Question 3

components of service design (3)

Answer 3

people, artifacts, processes

Question 4

service design principles(6)

Answer 4

human centered
collaborative
herative
sequential
real
holistic

Question 5

collaborative

Answer 5

service design is a collaborative effort with staff, engineers, marketers, etc

Question 6

herative

Answer 6

service design is a herative process that should include exploration, adapting, and experimental approaches

Question 7

attempting new service design elements can be done even when they fail

Answer 7

true

Question 8

sequential

Answer 8

visualize the service as a sequence of interrelated actions

frontstage and backstage

Question 9

real

Answer 9

needs are researched and prototyped in reality, intangible services are evidenced into physical reality

Question 10

holistic

Answer 10

consider the entire environment of the service, addressing all stakeholder needs

includes values, culture

Question 11

personas

Answer 11

fictional profiles of specific types of customers representing a broader customer segment

Question 12

personas include

Answer 12

profile
priority initiatives
success factor
perceived barriers
decision criteria
customer journey

Question 13

customer journey map

Answer 13

a tool for diagramming all the steps of the entire experience customers have. Visualizes the complete experience from the frontstage view.

Question 14

service blueprint

Answer 14

a diagram showing the entire customer journey from front to back

Question 15

service blueprint includes

Answer 15

physical evidence
customer actions
fall points
lines
frontstage actions
backstage actions
support processes

Question 16

5 phases of service design process

Answer 16

service design initiation
planning
execution
monitoring
evaluation

Question 17

Many components of the customer service experience require correct design, optimization and BLANK

Answer 17

Integration

Question 18

personas summarize psychographics, preferences and ..

Answer 18

Values

Question 19

Service Standards

Answer 19

a set of metrics, policies and expectations companies create and adopt

Question 20

customer defined service standards

Answer 20

translate customer expectations into specific service quality standards

help close the service design and standards gap

Question 21

company defined service standards

Answer 21

the company defines and creates to reach internal company goals for productivity, profitability and efficiency

Question 22

goal of standardization

Answer 22

to achieve a high level of consistency with service processes and practices

Question 23

informal standards

Answer 23

not easily quantifiable and are often subjective

will respond to customers quickly

Question 24

formal standards

Answer 24

precise and always based on what we know our customers expect, measurable

Question 25

core values

Answer 25

fundamental, uncompromising principles that help guide all employees of a firm to work together

Question 26

all companies have difficulty with functional integration where marketing and operations work together...

Answer 26

false

Question 27

1st step of creating customer defined standards

Answer 27

identifying path of customer encounters

Question 28

3 main touchpoint around customer's 1st impression

Answer 28

employees facilities and equipment technology

Question 29

impression management

Answer 29

leveraging the physical evidence of their service to create the best possible customer perception

Question 30

physical evidence contributes to 3 things

Answer 30

context, process, satisfaction and loyalty

Question 31

service environment complexity

Answer 31

the amount of physical evidence, people, level of participation, tech and equipment needed

Question 32

roles of a service environment

Answer 32

embodies the service experience enables service performance encourages interaction btw participants emphasizes what is different/better

Question 33

service environment responses

Answer 33

cognitive response emotional physiological

Question 34

management strategy

Answer 34

clarify goals audit regularly update and refresh

Question 35

even in high levels of service quality, there is still some tolerance when it comes to managing service environments

Answer 35

FALSE

Question 36

front line employees

Answer 36

those who directly interact with customers and frontline employees deliver value represent the brand showcase the product/service

Question 37

service profit chain

Answer 37

demonstrates the chain of relationships btw happy engaged employees and profits

Question 38

51 percenters

Answer 38

51% emotional skills 49% technical skills

Question 39

hiring strategies

Answer 39

fit observe candidate behavior hire for a service mindset utilize assessments

Question 40

service mindset

Answer 40

an outlook focused on creating customer value and trust

Question 41

characteristics of a preferred employer

Answer 41

they have an extraordinary work environment many applicants want to work there employee retention is high

Question 42

employee empowerment

Answer 42

how an org provides employees with a sense of freedom and control in day to day activities

Question 43

trainings

Question 44

service culture training

Answer 44

being with sharing company values

Question 45

products and services training

Answer 45

employees need a deep knowledge of the products and services they rep

Question 46

internpersonal comm training

Answer 46

training employees on the level of personal interaction the co expects

Question 47

when using a personality assessment it is important to measure candiate results to top and bottom 10% of employees

Answer 47

True