Week 7: Own Flashcards
What does the ‘Product’ group include?
- Physical products
- Digital products (digital music, digital document)
- Physical services (massage, hospitality)
- Digital services
What does the ‘Customer’
group include?
- Internal customers (Employees, managers, affiliates)
- External customers (Consumers, partners, providers)
What are the 3 stages of the marketing era?
- Product Era (Brand Centric)
- Buyer Engagement Era (Demand- Centric)
- Buyer/Customer Engagement Era (Audience-Centric)
Identify and explain the 3 features of the Kano Model
- Delighters (unexpected, unspoken): Excited quality
- Satisfiers (should be present, usually spoken): Desired quality
- Dissatisfiers (must be present, usually unspoken): Expected quality.
Explain excitement attributes, performance attributes and basic attributes
- Excitement attributes - Their absence does not lead to dissatisfaction but presence can lead to high levels of customer satisfaction
- Performance attributes (If it is present, it will improve customer satisfaction, else it reduces customer satisfaction).
- Basic attributes (threshold attributes) have a must-be quality. They provide no opportunity for product differentiation. However, absence or poor performance of these attributes results in extreme customer dissatisfaction.
Note: what is an excitement attribute may be a performance attribute over time.
Identify uses of Kano model
- Identify customer needs, determine functional requirements, work on concept development and analyze competitive products
Explain the Apostle model
- Loyalists are customers who are completely satisfied and keep returning to the company; aspotles are loyalties whose experience so far exceeds their expectations that they share their strong feelings with others (i.e., they advocate and promote)
- Defectors are more than dissatisfied, quite dissatisfied or neutral. Terrorists will share their bad experiences to others.
- Mercenaries may be completely satisfied but exhibit almost no loyalty. Expensive to acquire and easy to lose as customers
- Hostages. They experience the worst the company has to offer and they must endure it. They are difficult and expensive to serve.
Goal: Increase the number of apostles and decrease the number of terrorists.
Note: Terrorists != Misbeliever. A misbeliever wants you to believe what he/she believes is true.
You can convert a terrorist, but hard to convert a misbeliever.
How can the Kano model be adapted to a Product POV?
Y-axis: Process Maturity (Satisfied or dissastified)
X - axis: Execution (Flawless or flawed)
What is the sweet point for the Kano model?
- When the excitement attributes come close to the performance attributes. This implies that the product not only meets the basic requirements (performance attributes) but also includes some unexpected, delightful features (excitement attributes). This combination leads to high customer satisfaction and can set a product apart from the competition.
- However, too much an excitement can be an issue because it becomes harder to fulfil customer expectations.
Define ‘consistent’ quality to improve customer satisfaction
- Customers are satisfied whenever they consistently receive, in a timely fashion, a perfect product or service.
How to measure quality?
- “Critical to Quality” (CTQs) are quantitative critical product or service characteristics
- Convert qualitative needs (VOB, VOC etc) into quantitative measurable CTQs via quality drivers (aspects of the need).
Explain what is SERVQUAL
- SERVQUAL is an acronym that stands for “Service Quality.” It’s based on the premise that service quality can be assessed by comparing customer expectations (what customers believe they will receive) with their perceptions of the actual service they receive.
Explain expectation vs perception
- Expectation is the idea of the product that the customer has in mind, influenced by external communications and previous experiences
- Perception is based on real interactions with the product and service organization, derived from product quality and service delivery
Dissatisfaction occur when CP < CE (i., expectation is too high)
Explain knowledge gap 1: customer expectation vs management of perception
- Managers not aware or have not correctly interpreted the customer’s expectation
Explain knowledge gap 2: perception management vs service quality specification
- Management’s incorrect translation of service policy into rules and guidelines for employees
- E.g. poor service design, failure to maintain and continually update their provision of good customer service or simply a lack of standards
