Customer Experience and Business Operations Review

This set of vocabulary flashcards covers the fundamental concepts of Customer Experience (CX), measurement metrics, the RATER model, Excel functions, Servicescape, and the GAPs model based on the lecture notes.

Customer Experience (CX)

The entire customer journey encompassing every single point the customer interacts with the company, whether direct or indirect, and is characterized as a proactive relationship.

Direct contact

Interactions that happen during purchase and service, usually initiated by the customer.

Indirect contact

Unplanned encounters with representations of a company's products, services, or brands, taking the form of reviews, news reports, or advertising.

Customer Service

A support function within a business that is reactive to a customer's needs or dissatisfaction; it is a component of the broader customer experience.

Experience Economy

A modern economic stage where customers no longer just seek products or services but seek memorable experiences that align with their values and desires.

Customer Journey Mapping

A visual representation of every step a customer takes when interacting with a brand, including actions, thoughts, and emotions from initial awareness to post-purchase.

Customer Lifecycle

The journey a customer takes from becoming aware of a product or service to becoming a loyal advocate for it, describing how the relationship develops over time.

Awareness

The first stage of the customer lifecycle where a potential customer learns about and becomes interested in the brand.

Consideration

The stage where customers evaluate if products and services meet their needs and compare them with competitors.

Purchase

The stage where a customer makes the decision to buy the product or service, involving the actual transaction.

Post-purchase

The stage where customers consume the product or service and determine if they are satisfied with their experience.

Loyalty

The stage where satisfied customers become repeat buyers and develop an emotional connection with the brand.

Advocacy

The final stage of the lifecycle where customers actively recommend the brand to others through reviews, referrals, or social sharing.

Net Promoter Score (NPS)

A metric used to measure customer loyalty by asking "on a scale of $0$-$10$, how likely are you to recommend us to a friend/colleague?"

Customer Satisfaction (CSAT)

A metric that measures how satisfied customers are with products or services, typically using a rating between $1$ and $5$.

Customer Effort Score (CES)

A metric used to measure how easy it was for a customer to deal with a company or resolve an issue.

Reliability (RATER Model)

The ability to perform the promised service dependably and accurately.

Assurance (RATER Model)

The dimensions of credibility, security, competence, and courtesy that influence customer trust.

Tangibles (RATER Model)

The appearance of physical facilities, equipment, personnel, and communication materials.

Empathy (RATER Model)

Providing easy access, good communication, and understanding the customer's specific needs.

Responsiveness (RATER Model)

The willingness to help customers and provide prompt service.

Freeze Panes

An Excel tool that keeps selected rows or columns visible while scrolling through large tables.

$$=SUM(A1:A10)$$

The Excel formula used to calculate the total sum of a range of numbers from cell $A1$ to $A10$.

$$=AVERAGE(A1:A10)$$

The Excel formula used to calculate the mean of a specific set of numbers.

$$=COUNTIF(range, criteria)$$

The Excel formula used to count how many cells within a range meet a specific condition, such as $$ ext{="} >70 ext{"