CRM Study Guide

CRM Study Guide - CRM Study Guide KEY CONCEPTS Week 1 1....

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CRM Study Guide KEY CONCEPTS Week 1 1. Bumping the Lamp a. Extreme attention to detail that many guests would not notice. b. Tending to detail consistently helps exceed expectations of guest. Exceeding expectations creates loyal customers. c. Disney’s 27-foot intervals between trash cans. 2. Combustion statements a. Points in processes in which guests are inconvenienced and thus complain. The answers to these complaints are combustion statements b. “This is taking too long! 3. Magic Pouch a. Tool kit cast has to solve common issues guests have. b. Helps debug guest-owned processes to insure a flawless experience c. Lubricating oil to fix a squeaky wheel on a wheelchair. 4. Debugging a. The process of fixing services processes that are inefficient or could use improvement b. Companies should continuously strive to improve all aspects of a guest experience, which includes making service processes as perfect as humanly possible c. CHiP was a debug as a response to it being hard to find the characters guests wanted to see. 5. 4 Service Standards – Safety, Courtesy, Show Efficiency. Headliners, Cast, Setting, Process 6. Plussing a. Continuously improving on the product or service processes. b. A boat ride’s operator was rushing the ride, so they made him use stopwatches to learn the perfect speed. 7. Quality Service Cycle – Service Theme, Service Standard, Integration, Delivery Systems 8. Rope Drop Program a. Program to allow guests access to certain services and dining areas before its official opening time. 9. Mr Biv – Mistakes, Rework, Breakdowns, Inefficiencies, Variations in processes. a. Ritz Carlton system to identify immediate service problems in order to get them fixed so customer has great experience. Week 2 10. Positive/Normative Customer experience a. Customer experience as it really is, objective statement of what it’s like to be a customer. Experience as managers think it should be. 11. Absorption-Immersion a. Pine and Gilmore’s experience economy model, defining the four types of experiences
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b. Helps organizations stage experiences c. Concerts are absorptive, theme parks are immersive 12. Customer Activity Cycle (CAC) a. Process customers go through to make and review buying decisions: Deciding what to do, Implementing the decision, Reviewing what was done. b. Allows company to map out basic elements of customer’s experience and helps them find ways to improve the experience 13. Behavioral Loyalty a. Loyalty based on customer’s repurchase behavior 14. Cognitive Brand Loyalty a. Loyalty based on people’s thoughts about product or service 15. Affective Brand Loyalty a. Feelings, moods, emotional responses to product or service.
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CRM Study Guide - CRM Study Guide KEY CONCEPTS Week 1 1....

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