BET430 Lecture Notes - Lecture 18: Customer Experience, Customer Service, Retail
16 Dec 2018
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Document Summary
The focus is on creating customer loyalty and retention. Based on the idea that customers need continual attention. Service and follow up are important to the success of compani es. It is far cheaper to keep a customer than find a new one. It"s 9 times more effective to get sales from existing customers. A product (good or service) is a bundle of tangible and intangible attributes, including: packaging, features, brand, guarantees, reputation of seller and product, customer service. Product no defects, works as promised. Price as agreed, no hidden costs. Place available when and where promised. Promotion honesty in advertising, labelling, etc. Post sale a great customer experience. Customer experience (cx): activities and programs provided by the seller to make the relationship satisfying for the customer. B2c: follow up for customer sat isfaction, warranty honored, repairs/exchanged made cheerfully. B2b: onboarding program, training and support, adoption plan, feedback, business outcomes.
