Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. A waiter beautifully presented the food, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway thought the meal, he excused himself to go to the restroom. It was clean, but unfortunately was out of paper towels. He returned to his table, finished his meal, and paid his check. The hostess said goodbye and asked him to return. Which of the following statements about this scenario is MOSTaccurate? a.Reading the menu posted outside the door was Ron’s first point of interaction in the customercontact audit because if he hadn’t liked the selections, he wouldn’t have gone into the restaurant.b.Being greeted by the hostess was the first point of interaction in the customer contact audit because it was the first encounter with the actual service provider—the restaurant.c.The first point of interaction in the customer contact audit wasn’t written, it was implied. Thereal first point in the customer contact audit should have been between Ron and the waiter, not Ron and the hostess.d.The lack of paper towels in the restroom was the first point of interaction in the customer contact audit because it was the first time his expectations weren’t met.e.The yellowpages.com ad, the menu on the door, the hostess’s greeting, the waiter, the quality and presentation of food, and even the restroom were all important points of a contact.Answer:ePage(s):304-305LO: 4AACSB: AnalyticQD: HardRationale: A customer contact audit is a flowchart of the points of interaction between a customer and a service provider. Every point of interaction or contact, whether it be with a tangible or intangible aspect of the service, is important. - 47 -
12-140 CUSTOMER CONTACT AUDIT APPLICATION Which of the following is a point in the customer contact audit for a health club? a. participating in the health club’s exercise class b. the customer’s diet c. too much traffic on the way to the club d. a willingness to exercise e. meeting an attractive gym member Answer: a Page(s): 304-305 LO: 4 AACSB: Analytic QD: Hard Rationale: A customer contact audit is a flow chart of the points of interaction between a customer and a service provider. Only alternative “a” describes a service encounter. 12-141 GOING ONLINE COMPREHENSION
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