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3_ VoC, Customer Insight & Understanding Diagram _ Exam Answered A+ Solution Guide; Spring 2024.pdf
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8/6/24, 11:09 AM3: VoC, Customer Insight & Understanding
Jeremiah
Terms in this set (67)
...when a business responds or takes action to
feedback submitted by a customer through an
online or offline survey ......Once the survey is
What is a closed-loop system?
created and dispersed to customers, they provide
their feedback that the business then collects and
analyses.
What are the benefits of a Closed-Loop (1) Promotes organisational ownership for VoC tasks and customer loyalty in general
system? (2) Lets customers know that their voice matters
(1) Contact the customer promptly
What is an important step in closing a loop
(2) Record the conversation (where possible) and share with internal persons impacted
with an unhappy customer?
(3) Empower employees with the span of control to provide a resolution or fix the issue
Closed-Loop systems work best when: True
(1) Feedback is swift and granular
(2) Feedback arrives frequently
(3) Insights are pointed directly to the
departments/individuals responsible
True or False
Qualitative
What are the 2 types of research methods?
Quantitative
A type of study whereby researchers interview, observe, and often videotape peoples
What is ethnography?
behaviours and actions in a particular setting or experience
Is ethnography a qualitative or quantitative Qualitative
research method?
Which is faster to complete, Qualitative or Quantitative - however the results are considered less insightful than those arising from
Quantitative research? qualitative research
How is data collected and reported during Qualitative data is collected by observation and interview, reported in the language of
Qualitative research? the informants
How is data collected and reported during Quantitative data is collected by measurements, reported through statistical analysis
Quantitative research?
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(1) Direct observation & interviews
Name 2 types of ethnographic research? (2) Journaling (self-ethnography)
(3) Shadowing (researcher unseen)
Ethnographic research is good for proving a False. It should be open ended and agnostic of bias in order to maintain integrity.
hypothesis (bias)? True or False
Quantitive research is the preferred option True.
when large volumes of are to be studied?
True or False Qualitative research is best performed on a small scale.
Open-ended.
What type of questions should be asked as
part of a research study?
The researcher must also come prepared with a set of questions.
When recording information as part of a Information captured is exactly what is said, not what you think it means.
research study what is crucial to ensure?
You can maximise insights generated from a True
research study by (1) ensuring the group
being studied is as diverse as possible and
(2) leading with questions pertaining to the
interviewees life, values and habits. True or
False
What is a Customer Journey Map? A visualisation of the Customer's current end-to-end journey.
Why is it a good idea to keep versions of To allow for deep-dives into the phases of maturity and evolution of the journey
Customer Journey Maps?
(1) Contains Key Touchpoints
What are the key components of a Customer (2) Contains Customer Insights (research-led) to highlight differentiators and pain
Journey Map? points
(3) Show how each customer experiences the journey (long term goal)
False.
In Customer Journey Map it's best to use a
Best practice would be to map your customer journey stages/phases before adding
bottom up approach? True or False
any other information.
Stages and phases should be named and Either Customer Jobs-to-be-Done or Silo Objectives
described as. ....?
Different customer personas will typically True
experience the same journey differently -
different emotional reactions and wow
moments. True or False
How often should Customer Journey Maps At least once a year as part of an integrated business planning process
be reviewed, and how... ?
A Customer Journey Map can be visually True.
represented as an operational depiction of
what business processes underpin and Good practice would be to represent an 'above the line' and 'below the line' view
impact the customer experience. True or
False
What should a Persona be based upon? Beliefs.
What is the recommended approach for the (1) Cross-functioning teaming to brainstorm and create hypotheses
creation and management of Personas in (2) Apply customer listening per touchpoint (current, target and ex-customers) as a
representing customers? means of validating and refining hypotheses
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