[MKT 723] - Final Exam Guide - Everything you need to know! (45 pages long)
Document Summary
Mkt 723: week 6 (chapter 8 & chapter 9) Anytime the customer interacts with the firm. Criting in determining customer satisfaction and loyalty. Displaying the sequence of steps when a customer flows through the service process. You should be able to map the service. Eg: people processing - staying as a hotel overnight. Eg: information processing - applying for an insurance policy online. A blueprint maps customers, employees and service system interactions. Step 1: identify the process to be blueprinted eg: express mail delivery. Step 2: identify the customer or customer segments eg: overnight mail delivery to customer. Step 3: map the process from the customer"s point of view. Step 4: map contact employee actions and/ot technology actions. Step 5: link contact activities to the needed support functions. Step 6: add evidence of service at each customer step. Designs moments of truth from the customer"s point of view. Provides understanding of the ideal customer experience.
