Review Questions p. 396 - 397; 1, 5, 8
1. When customers say they want feelings and solutions they mean they
want to feel understood as consumers. They want to feel emotionally
connected with the brand or product. Customers also want to have their
problems solved by businesses or enhance their lives. When I am a
customer, I also desire feelings and solutions in the same way that I just
described. I want to have my problems solved, feel understood, and have my
needs met as a consumer.
5. It is important to form a relationship or bond with customers because it
gives the business a competitive advantage. When positive relationships
with customers are present it leads to loyalty and customers who refer
others to the business. Loyal customers are repeat business. Businesses can
build these kinds of relationships by responding empathetically to customer
needs, following up with customers, being transparent about business
practices, and being consistent in quality and standards of their service or
product.
8. “Going the extra mile” is when an employee provides better than
expected service to the customer. One experience I had when an employee
went the extra mile was when I was at a restaurant in Rome. We were eating
outside, and a bunch of tiny flies covered our food; we were almost done
eating anyways. The restaurant employees gave us free limoncello and
limoncello ice cream. It left us feeling great about our experience at the
restaurant despite the disturbance at the end of the meal. Yes, there have
been many times where employees haven’t gone the extra mile. I have
experienced this in restaurants as well. I have had some waiters and
waitresses come check on my table only a couple times.
1. When customers say they want feelings and solutions they mean they
want to feel understood as consumers. They want to feel emotionally
connected with the brand or product. Customers also want to have their
problems solved by businesses or enhance their lives. When I am a
customer, I also desire feelings and solutions in the same way that I just
described. I want to have my problems solved, feel understood, and have my
needs met as a consumer.
5. It is important to form a relationship or bond with customers because it
gives the business a competitive advantage. When positive relationships
with customers are present it leads to loyalty and customers who refer
others to the business. Loyal customers are repeat business. Businesses can
build these kinds of relationships by responding empathetically to customer
needs, following up with customers, being transparent about business
practices, and being consistent in quality and standards of their service or
product.
8. “Going the extra mile” is when an employee provides better than
expected service to the customer. One experience I had when an employee
went the extra mile was when I was at a restaurant in Rome. We were eating
outside, and a bunch of tiny flies covered our food; we were almost done
eating anyways. The restaurant employees gave us free limoncello and
limoncello ice cream. It left us feeling great about our experience at the
restaurant despite the disturbance at the end of the meal. Yes, there have
been many times where employees haven’t gone the extra mile. I have
experienced this in restaurants as well. I have had some waiters and
waitresses come check on my table only a couple times.
