Customer Scenario
What is the first step in building a customer scenario?
Select a target customer set.
Who is our target market for this service?
Be specific.
Concordia students who are environmentally conscious and/or on a budget and are looking for a place to bring their old clothes and/or exchange them for new ones.
What are the 3 groups of service in a basic service package?
The Core Service, Facilitating Services and Supporting Services.
What is the 2nd step in managing the service offering?
Developing a basic service package.
What can are some of the goals a customer needs to fulfill when getting their nails done?
Feeling beautiful, gaining confidence and a sense of community
How would you market this service?
Social media campaign, Ads on campus, WOM / Viral Marketing.
What are facilitating goods and services?
What are the 3 basic elements that constitute the Augmented Service Offering?
1. Accessibility of the service.
2. Interaction with the service organization.
3. Customer participation.
Name one of the steps in the Tesco case.
Decide the family needs, make a shopping list, go to the store, select groceries and pay for them, take the groceries home, put them away.
An example of an activity performed by the customer in the context of Drop & Cop. is sorting through clothes at home. What can the company do to support this activity?
Drop & Cop. can provide helpful closet sorting tips (for time efficiency, organization, etc.)
What are supporting goods and services?
Add value to the service, but are not CRUCIAL to the basic service package.
Image acts as a ______ on the value of the service.
Filter
Explain the start point in step 4 of the scenario.
Start = the Consumers Need
End = What they deemed to be successfully achieved
What goals are Drop & Cop. customers looking to fulfill? Name 3.
Need to clean out closet, need for new clothes on a tight budget, need for constant new clothing items (ex: shopaholics)
What is the core service? State DDC's.
The reason for the company being on the market.
What is the 4th step in managing the service offering?
Managing image and communications.
What were the two scenarios from the Best Buy example at the start of the article?
One is in need of a fridge NOW, to replace theirs that has just broken.
The second is shopping around for a fridge going in the house they are currently building.
What are the three scenario variations that Drop & Cop. considers?
Donation, traditional shopping, thrift shopping.
What are DDC’s supporting services and goods?
Emergency therapy sessions, couple therapy, and daily monitoring services to support a client’s treatment journey.
What marketing channel has a substantive AND immediate effect on company image in the minds of consumers at the time of purchasing ?
Word of Mouth