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CMHT 3950- EXAM 1 QUESTIONS WITH 100% SOLVED ANSWERS!!
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CMHT 3950- EXAM 1 QUESTIONS WITH 100%SOLVED ANSWERS!!
*Define Consumer Experience(CX)-* Answer - *A holistic experience that
results from interactions among consumer, product, distribution channels, the
organization, and the shopping environment*
(vocab)
is the product of an interaction between an organization and a customer over
the duration of their relationship.
- This interaction is made up of three parts: the customer journey, the brand
touchpoints the customer interacts with, and the environments the customer
experiences (including digital environment) during their experience.
(got online)
- The consumer experience is about understanding, creating, and offering
unique experiences that meet the consumer's expectations at every step of the
journey in the dynamic path to purchase.
Concept- Answer - - an abstract thought
- not directly observed or touched
- explained by connecting it to things that can be observed.
- Concept Example:
Concept: Consumer Experience
- Context: Dining at at full-service restaurant
,- Measurable indicators of high -to-low satisfaction with the consumer's overall
experience
- Intention to return
- Level of service
- Menu variety
- Food presentation
- Food taste
- Restroom cleanliness
- Ambiance
- Aesthetics
What is Scientific Inquiry?
What do we mean by Scientific Method? Answer - 1. It is a series of sequential
steps that form a framework to investigate human behavior.
2. It is the process of finding answers (truths) to questions to increase our
understanding of human behavior.
*What is a Total Consumer Experience?* Answer - Experiential strategy
transforms products and services into a total consumption experience. Through
this process it satisfies emotional or expressive (hedonic) desires as well as
rational or functional needs of the consumer. The sum of the product or service
purchased is greater that either the performance or the emotional experience.
(notes)
*Total customer experience is used to describe the relationship a customer has
with a business. It is made up of all of the interaction the customer has had
,with a business, from the time the customer first made contact with the
company up to the present day.*
(Got online)
Consumer Desire for Experiences:
*1. Who were the Researchers who 1st Articulated the Phenomenon of the
Consumer Experience?* Answer - *Pine and Gilmore (1999) in their book The
Experience Economy.*
Consumer Desire for Experiences:
*2. What is meant by "Set the Stage" for the Consumer?* Answer - - *it was
not enough to attract consumers to a business, the business needed to engage
them in a memorable event - to set the "stage."*
- This environment offers consumers *hedonic or emotional benefits in
addition to utilitarian or functional benefits* and makes the consumption
experience more satisfactory.
The Consumer Experience:
*What is CEX?* Answer - CEX is the sum total of how a customer engages with
a company or brand.
The Consumer Experience:
*2. What is the Difference between Consumer Experience and Customer
Service.* Answer - - Consumer Experience is the sum total of how a customer
engages with a company or brand.
- Customer Service is how a customer is treated and is just a piece of Consumer
Experience.
The Consumer Experience:
, *3. "Controllable Elements (e.g.. touchpoints) in a Consumer Experience can be
(5):*
(Id..., Cra..., Int..., Mea..., Ref...) Answer - 1. Identified
2. Crafted
3. Integrated
4. Measured
5. Refined
The Consumer Experience:
*4. What does Cross-Functional Collaboration within a Company Mean?*
Answer - -This this involves *teams who often work independently and at
different stages of development of a product or service.*
- In many cases marketing, product design, customer services, sales, advertising
agency, retail partners must all be working in concert to create even a single
touchpoint.
- The range of customer experience types is tremendously diverse; one-size
does not fit all.
"Customer Experience is the New Brand"
*1. What was the financial impact of the brand crisis when a passenger's
experience on United Airlines went viral on social media?* Answer - Last year
United Airlines had a brand crisis, in which *$1.4 billion in value was wiped out
overnight* when a passenger's experience went viral on social media.
"Customer Experience is the New Brand"
* 2. What is the % of Companies who Compete Primarily on CX in 2019? *
* How does this compare to 2010?* Answer - 2019---89%
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