Meyer: understanding customer experience
9 important questions on Meyer: understanding customer experience
The quality of customers' experience should be a company's first
concern. What does customer experience encompass (omvatten)? (Meyer)
The problem is that measuring customer satisfaction does not tell anyone how to achieve it. What is customer satisfaction? (Meyer)
To understand how to achieve satisfaction, a company must deconstruct
into its component experiences. Because many customer experiences aren't the direct consequence of the brand's messages or the company's actual
offerings. A company reexamination of it initiatives and choices will
not suffices (volstaan). What does the attention to customers require?
(Meyer)
- Higher grades + faster learning
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What does the article of Meyer describes?
Define customer experience according to Meyer?
Name 4 characteristics/statements that fit regarding customer experience? (Meyer)
2 A succesful brand shaped customers' experiences by embedding the fundamental value propositions in offerings' every feature
3 Service quality and scope matter too, but mostly when the core offering is a service itself
4 People's expectations are set in party by their previous experiences with a companies offerings
Which 3 forces are the main conspire (samenzwering) to preserve why CEOs neglect (verwaarlozen) the significance of customer experience: (Meyer)
2 Lack of attunement to customers needs:
3 Fear of what the data may reveal: when the data is known, whats next? Can we afford to do what customers are asking for? Can we accept what customers said they have experienced? Etc.
Many organizations place responsibility for collecting/assessing
customer experience data within a single, IT-supported customer-facing
group. What are the consequences of this method according to Meyer?
But: it is a mistake to assign to customer-facing groups overall accountability fot the design/delivery/creation of a superior customer experience, thereby excusing those more distant from the customer from understanding it.
What is the overall conclusion of Meyer?
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