Customer focus answers to the Synergy test
Replenishment date: 10.10.2023
Contents: Customer Focus.pdf (551.19 KB)
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Description
Customer centricity is one of the most discussed marketing concepts currently. Well-known international companies: IBM, JetBlue (a travel company), Airways, BestBuy (an American company that owns a large chain of stores of consumer electronics and related products). What examples can you give of Russian companies that have taken the path of customer focus to create a competitive advantage?
Customer-oriented waiter. Three classmates met completely by chance, at football, 20 years after school ended. 20 years after graduating from school, three classmates met quite by chance at football. We decided to celebrate. We went to the nearest sports bar, ordered dishes from the menu, watched a couple of matches, and discussed our lives. They brought the bill - 250 rubles. Friends chipped in a hundred rubles, gave it to the waiter and went home. The waiter brings the tip to the cash register, and the new head waiter says: Have you forgotten the basic principle of our new corporate culture? NO tipping. I ran up to him and gave him fifty dollars in change! Otherwise, you will be fired. The waiter runs after his friends and thinks: “If you give the guys fifty dollars, and one more piece of paper, then they will not be able to divide 50 by 3. It can’t be divided at all. They will quarrel. They will quarrel because of me.” Therefore, the waiter took out three ten-ruble bills from another pocket, caught up with the guys and handed them out to them, citing the corporate culture of the sports bar. The guys shrugged their shoulders, took ten rubles each and moved on. As a result, each of the friends paid 90 rubles. The resourceful waiter kept 20 rubles. Total 90X3+20=290. Where is the missing ten?
A customer yells at an employee for a mistake another employee made. How should an employee respond to an angry customer?
The “mystery shopper” provided a report about a visit to the store: “The buyer entered the store, the seller said hello from behind the counter and remained there. Next, the buyer walked around the perimeter of the store, looking at the bags, looked at about two models and went to the ankle boots. Not finding the price tags, I put them in place. The seller, without entering into a conversation, walked to the product and straightened one of the bags hanging on the hanger. When the client left, the seller said goodbye.” What are the disadvantages of being a salesperson?
The consumer is emotionally attached to the company (latent loyalty), but rarely makes purchases. Possible reasons: delivery options are not satisfactory; high price; the composition of the product has changed; The buyer has learned something about the product that now prevents him from buying it. What does a company need to do to turn a latent buyer into a truly loyal buyer?
In order to keep customers among loyal customers for a long time, the Leader company plans to introduce emotional methods of increasing loyalty into its activities. What actions should the company take?
A Client calls and yells at you because of your colleague’s mistake. What to do? A common reaction: the employee takes a defensive position, begins to make excuses and explain that he has absolutely nothing to do with it and this is another person’s mistake. This approach will not lead to success and will cause nothing but even more irritation for the Client. At the moment, the client is least interested in who exactly, when and under what circumstances made the mistake. What should you do in this situation?
Before entering the market, the company conducted research on consumer attitudes regarding its new product. It turned out that 80% of respondents treated him well. Six months later, the product was launched on the market, but sales were very low. How can we explain the discrepancies between research data and actual sales figures?
On the marketplace, the buyer left his review of the purchased bag: “The supplier is misleading. This is artificial leather. Bought as a gift, the smell cast me into doubt, leather doesn’t smell like that. I tore open the lining of a small handbag. And what? This is artificial leather, there is nothing even close to real leather. The bag is sewn with high quality, but the smell of genuine leather cannot be faked. Left with
Customer-oriented waiter. Three classmates met completely by chance, at football, 20 years after school ended. 20 years after graduating from school, three classmates met quite by chance at football. We decided to celebrate. We went to the nearest sports bar, ordered dishes from the menu, watched a couple of matches, and discussed our lives. They brought the bill - 250 rubles. Friends chipped in a hundred rubles, gave it to the waiter and went home. The waiter brings the tip to the cash register, and the new head waiter says: Have you forgotten the basic principle of our new corporate culture? NO tipping. I ran up to him and gave him fifty dollars in change! Otherwise, you will be fired. The waiter runs after his friends and thinks: “If you give the guys fifty dollars, and one more piece of paper, then they will not be able to divide 50 by 3. It can’t be divided at all. They will quarrel. They will quarrel because of me.” Therefore, the waiter took out three ten-ruble bills from another pocket, caught up with the guys and handed them out to them, citing the corporate culture of the sports bar. The guys shrugged their shoulders, took ten rubles each and moved on. As a result, each of the friends paid 90 rubles. The resourceful waiter kept 20 rubles. Total 90X3+20=290. Where is the missing ten?
A customer yells at an employee for a mistake another employee made. How should an employee respond to an angry customer?
The “mystery shopper” provided a report about a visit to the store: “The buyer entered the store, the seller said hello from behind the counter and remained there. Next, the buyer walked around the perimeter of the store, looking at the bags, looked at about two models and went to the ankle boots. Not finding the price tags, I put them in place. The seller, without entering into a conversation, walked to the product and straightened one of the bags hanging on the hanger. When the client left, the seller said goodbye.” What are the disadvantages of being a salesperson?
The consumer is emotionally attached to the company (latent loyalty), but rarely makes purchases. Possible reasons: delivery options are not satisfactory; high price; the composition of the product has changed; The buyer has learned something about the product that now prevents him from buying it. What does a company need to do to turn a latent buyer into a truly loyal buyer?
In order to keep customers among loyal customers for a long time, the Leader company plans to introduce emotional methods of increasing loyalty into its activities. What actions should the company take?
A Client calls and yells at you because of your colleague’s mistake. What to do? A common reaction: the employee takes a defensive position, begins to make excuses and explain that he has absolutely nothing to do with it and this is another person’s mistake. This approach will not lead to success and will cause nothing but even more irritation for the Client. At the moment, the client is least interested in who exactly, when and under what circumstances made the mistake. What should you do in this situation?
Before entering the market, the company conducted research on consumer attitudes regarding its new product. It turned out that 80% of respondents treated him well. Six months later, the product was launched on the market, but sales were very low. How can we explain the discrepancies between research data and actual sales figures?
On the marketplace, the buyer left his review of the purchased bag: “The supplier is misleading. This is artificial leather. Bought as a gift, the smell cast me into doubt, leather doesn’t smell like that. I tore open the lining of a small handbag. And what? This is artificial leather, there is nothing even close to real leather. The bag is sewn with high quality, but the smell of genuine leather cannot be faked. Left with
Additional Information
A customer yells at an employee for a mistake another employee made. How should an employee respond to an angry customer?The “mystery shopper” provided a report about a visit to the store: “The buyer entered the store, the seller said hello from behind the counter and remained there. Next, the buyer walked around the perimeter of the store, looking at the bags, looked at about two models and went to the ankle boots. Not finding the price tags, I put them in place. The seller, without entering into a conversation, walked to the product and straightened one of the bags hanging on the hanger. When the client left, the seller said goodbye.” What are the disadvantages of being a salesperson?
The consumer is emotionally attached to the company (latent loyalty), but rarely makes purchases. Possible reasons: delivery options are not satisfactory; high price; the composition of the product has changed; The buyer has learned something about the product that now prevents him from buying it. What does a company need to do to turn a latent buyer into a truly loyal buyer?
The Attraction cosmetics store has introduced a loyalty program for its customers. Before the introduction of the loyalty program, the average customer check was 3000 rubles, and then this figure increased to 4000 rubles. Determine how much sales growth the program generated and how much revenue per customer increased on average.
The main components of customer focus include: ...
A model that translates the overall value proposition into specific directions - where to look for elements that enhance the value of a product for customers - is called a service model
... is a factory brand, a trademark that has a high reputation among consumers, called:
Some subjective perception of the usefulness/importance of a product that arises in a particular buyer during the selection process is called...
... is a qualitative marketing characteristic of consumer attitudes towards goods and services based on their attachment to a particular brand
... is a relationship-building approach in which consumers become personal clients who are offered customized and personalized programs, called ...
The type of marketing aimed at building long-term and strong relationships between a brand and customers is called marketing...
The set of techniques that are used to increase the base of regular customers is called... clients
Building a long-term relationship in which a customer views a service, brand or company favorably and becomes a repeat customer is...
Establish a correspondence between the parameters of relationships and their characteristics:
Establish a correspondence between methods for analyzing the client base and recommendations for their use:
Establish the correct sequence of stages for handling a complaint, according to J. Barlow and K. Möller:
Knowledge of something gained from experience is...
Please indicate that the basic rules of customer service include... (Indicate 3 answer options)
Establish a correspondence between the rules of customer service and their components:
One of the most important marketing tools, which allows you to increase the frequency and amount of purchases, as well as obtain important marketing information about consumer behavior and buyer habits, is ...
The type of consumer behavior expressed in long-term interaction with a company and making repeat purchases is...
Question
The main components of customer focus include: ...
Establish the correct sequence of stages of customer focus components:
Some subjective perception of the usefulness/importance of a product that arises in a particular buyer during the selection process is called...
... is a qualitative marketing characteristic of consumer attitudes towards goods and services based on their attachment to a particular brand
Establish a correspondence between the steps of the loyalty ladder (from bottom to top) and their clients:
The type of marketing aimed at building long-term and strong relationships between a brand and customers is called marketing...
Building long-term relationships in which the client