What role do people play in the managing of services? In answering the question, discuss the concept of customer experience management (CEM).
What will be an ideal response?
Many services depend on people for the creation and delivery of the customer service experience. The nature of the interaction between employees and customers strongly influences the customer's perception of the service experience. Customers will often judge the quality of the service experience based on the performance of the people providing the service. This aspect of services marketing has lead to a concept called customer experience management (CEM). CEM is the process of managing the entire customer experience with the company. CEM experts suggest that the process should be intentional and planned, consistent so that every experience is similar, differentiated from other service offerings, and relevant and valuable to the target market.
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A) become more holistic B) build brands through promotion rather than performance C) be more departmental D) focus on free-spending E) rely more on mass marketing
Parsimony is important in industrial marketing because:
A) there are very few targetable segments in the market. B) the industrial customers are well informed about the products. C) the industrial products are expensive. D) it is inefficient to pursue too many segments.
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A. ensuring the welfare of internal and external stakeholders B. making a significant contribution to society C. having a defined culture and organization of colleagues D. developing a well-established routine for salespeople E. adhering to a uniform ethical code
Which of the following is an ineffective practice when delivering a speech?
A. Pausing between major points or after important statements B. Speaking important phrases more rapidly than unimportant phrases C. Raising your pitch to signal a question or an expression of suspense D. Dropping your pitch at the end of a declarative sentence