CBA CA Revision

CBA unit 1

Slides 2 - 29

Multiple Choice

Which of the following is one of a customer representative's role to gather information on customer satisfaction levels?

• Gather customer's after purchase feedback from SurveyMonkey

• Review the sales revenue for each customer based on historical records

Reorder

Reorder the following steps in

"Processing of identifying a problem area"

• Gather feedback from customers

• Identify the problem

• Formulate the solution

• Act on the solution

• Follow up and ensure continual improvement

1

2

3

4

5

• 1
• 2
• 3
• 4
• 5

Fill in the Blank

Stage 1 _____: To claim future customer’s attention

Fill in the Blank

Stage 2 _____: To bring them into a sphere of influence

Fill in the Blank

Stage 3 _____: To turn them into a registered instead paying customer

Fill in the Blank

Stage 4 _____: To keep them as a customer

Fill in the Blank

Stage 5 _____: To turn them into a company advocate

Match

Match the following SWOT and examples.

• Strength

• Weakness

• Opportunity

• Threat

Improving the facilities within the attractions to be competitive

Poor customer service team

Growing trends of millennials going on solo travel

Travellers are advised to avoid going to destinations with Zika virus outbreaks

• Improving the facilities within the attractions to be competitive

• Poor customer service team

• Growing trends of millennials going on solo travel

• Travellers are advised to avoid going to destinations with Zika virus outbreaks

Match

Match the following areas of gathering data insights and the examples

• Lack of consumer engagement with a product or service.

• Identification of opportunities for product or service differentiation.

• Identify areas where their products or services may be underperforming

Results to a mismatch between benefits of the offering and customers' needs

Examine how consumers perceive and evaluate different offerings

Product quality, customer service, or pricing issues are possible examples

• Results to a mismatch between benefits of the offering and customers' needs

• Examine how consumers perceive and evaluate different offerings

• Product quality, customer service, or pricing issues are possible examples

​Components of Report for Management Approval

​1. Introduction

Include background information to provide an overview of the purpose of the report and the context of the action plan, including any key challenges or opportunities facing the organization. The objectives should be clearly indicated in this section outlining the specific goals and objectives of the action plan, such as improving customer satisfaction, increasing customer loyalty, or increasing sales revenue.

2. Methodology

Identifying the research methods and data sources used to analyse customer behaviour, such as customer surveys, market research studies, and sales data.

3. Findings and analysis:

This section would present the key findings of the analysis, including customer preferences, buying behaviour, and attitudes towards the organization's products or services. This can be presented with the use of the analysis frameworks such as SWOT, PESTLE or Porter’s Five analysis.

Provide a detailed analysis of the findings, including any insights into customer segments, customer needs, and competitive positioning.

​Components of Report for Management Approval

​1. Introduction

Include background information to provide an overview of the purpose of the report and the context of the action plan, including any key challenges or opportunities facing the organization. The objectives should be clearly indicated in this section outlining the specific goals and objectives of the action plan, such as improving customer satisfaction, increasing customer loyalty, or increasing sales revenue.

2. Methodology

Identifying the research methods and data sources used to analyse customer behaviour, such as customer surveys, market research studies, and sales data.

3. Findings and analysis:

This section would present the key findings of the analysis, including customer preferences, buying behaviour, and attitudes towards the organization's products or services. This can be presented with the use of the analysis frameworks such as SWOT, PESTLE or Porter’s Five analysis.

Provide a detailed analysis of the findings, including any insights into customer segments, customer needs, and competitive positioning.

​Components of Report for Management Approval

4. Action Plan:

Outline the specific actions that the organization should take to address the findings and achieve its objectives.

These actions might include:

• Developing targeted marketing campaigns to reach specific customer segments.

• Improving the customer service experience to enhance customer satisfaction.

• Conducting further research to gain a deeper understanding of customer needs and preferences.

• Investing in new product development or improving existing products to better meet customer needs.

• Enhancing the organization's online presence and digital marketing strategy.

• Building strategic partnerships with other businesses to expand the organization's reach and customer base.

​Components of Report for Management Approval

5. Recommendation:

   Recommend specific steps that the organization should take to implement the action plan, including timelines, resource requirements, and responsibilities.

6. Conclusion:

   Summarise the key points of the report and emphasize the importance of taking action to improve customer behaviour analysis and enhance the organization's marketing strategy.

CBA unit 2

Slides 31 - 54

​Benefits of Customer Journey Mapping for Organisations

• Better understanding of customer needs and pain points

By mapping out the customer journey, businesses can visualise customers’ interaction points and gain an accurate depiction of their emotions. Businesses could then strive to remove or improve the cause of their pain points.

• Improved customer experience

It helps businesses identify the gaps in services or communication with the customers and improve the customer experience by streamlining processes, improving communication, or enhancing the overall customer service.

• Predict customer behaviour

Businesses can gain insights on the ways a customer reacts at each touchpoint. This helps businesses forecast future sales and marketing strategies that a company needs to adopt for their customers.

• Customer Retention

Customer journey map enables a business to identify the roadblocks in the customer lifecycle and which stage where customers are lost. By removing these causes, customers could be retained. Increase Sales: When businesses has a better understanding of their customers’ needs and wants, they would be able to come out with personalised products or services that cater to their target audience. This will convert to more sales.

• Cross Team Collaboration

It helps businesses identify internal processes that may hinder the customer experience, leading to better alignment between internal processes and customer needs. Not only that, all teams within an organisation will be able to understand each point of the customer’s interaction and have common goals to meet customers’ demands.

​Limitations of Customer Journey Mapping for Organisations

• Representative view

It is essential to remember that each customer’s journey map is unique and different. Even if journeys of different persona types are mapped out, they might only represent a small part or fragmented parts of the actual customer journey.

• Subjective in nature

Customer journey mapping is created by employees in the organisation who may think that they know their customers better than they do. This may result in a perceived or bias journey rather than the actual one. This will also paint an inaccurate picture of the customer experience.

• Requires cross-functional support

Different departments within the organisation needs to align internal processes to their customers’ needs. Without active support from all areas, no one department can create or maintain the customer map. If the staff is resistant to working across departments, it will be difficult to create an accurate customer journey map.

Fill in the Blank

Benefits of Customer Journey Mapping point 1:
A better understanding of customer needs and ____ ____

Fill in the Blank

Benefits of Customer Journey Mapping point 2:
Improved customer ____

Fill in the Blank

Benefits of Customer Journey Mapping point 3:
____ customer behaviour

Fill in the Blank

Benefits of Customer Journey Mapping point 4:
Customer ____

Fill in the Blank

Benefits of Customer Journey Mapping point 5:
Cross Team ____

Fill in the Blank

Limitations of Customer Journey Mapping point 1:
____ view

Fill in the Blank

Limitations of Customer Journey Mapping point 2:
____ in nature

Fill in the Blank

Limitations of Customer Journey Mapping point 3:
Requires cross-functional ____

Types of Customer Journey Maps

​Each type of customer journey map serves a specific purpose

• Current-state journey maps

• Future-state journey maps

• Day-in-the-life map

• Service blueprints

Current-state journey maps

It will track the customer's current journey, highlighting pain points and areas for improvement. They are often used to identify opportunities for optimizing the customer experience by continually improving the customer experience.

Future-state journey maps

These maps visualize the actions, thoughts, and emotions the customers will experience in future interactions with a business. They are often used to guide the development of new products or services.

Day-in-the-life journey maps

These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in their daily activities. They will provide insights into the customer’s pain points in real life. This type is helpful in addressing unmet customer needs before customers know their existence.

​Source: tandemseven “Day-in-the-life” customer journey maps examine everything customers do, think, and feel within a specific area of focus—whether it involves your company or not.

Service Blueprint

The entire process of how a company delivers a service to a customer, including all the people, processes, and technology involved.

Service blueprints are useful to identify the root causes of current customer journeys or the steps needed to attain desired future customer journeys.

​Source: tandemseven A service blueprint customer journey map starts with any of the other three maps, then layers on the systems required to be in place to deliver exceptional experiences.

Preparation of Timeline for Activities for Customer Mapping Journey

Step 1. Identify the stages of the customer journey

Start by identifying the customer journey stages, such as awareness, consideration, purchase, and post-purchase.

Step 2. Define the touchpoints

Within each stage, identify the touchpoints where the customer interacts with your product or service, such as website visits, social media engagement, customer service interactions, and product usage.

Step 3. Determine the duration of each touchpoint

Estimate the duration of each touchpoint, such as the time a customer spends in your store or time taken to resolve a customer service issue.

Customer Interactions

Customer interaction refers to any point of contact or communication between a customer and a business. It can be physical, online, via phone call or other communication channels. This interaction can include a variety of activities, such as making a purchase, asking questions, making a complaint, providing feedback, or seeking support.

These are characteristics and identification of following factors which occur during customer interaction:

• Customer touch points

• Stages of customer journey mapping

• Buying processes, user actions, preferences, behavioural patterns and emotions in journey mapping

• Types of pain points

• Type of date collection for each stage

Examples of customer touchpoints

• Advertising and marketing materials: Customers may have initial contact with a business through advertisements, social media posts, or other marketing materials.

• Website and social media: A business's website and social media accounts provide information about products and services and allowing for online purchases or customer service interactions. (e.g. Facebook, Instagram, Twitter, Tiktok, LinkedIn etc)

• In-store or online shopping experience: Customers interact with a business directly when shopping in-store or online.

• Customer service: The interactions between customers and customer service representatives via different channels can greatly influence a customer's perception of a business.

Examples of customer touchpoints

• Product usage and support: Sometimes, customers may require support or assistance on a product or service, and their experience with this process can impact their overall satisfaction with the business.

• Post-purchase follow-up: Follow-up communication and requests for feedback after purchase can help build long-term customer relationships and improve the customer experience.

Stages of Customer Journey Mapping - Six Stages

• Stage 1. Awareness

  This stage is where a potential customer becomes aware of a product or service either through advertising, word of mouth, or other marketing efforts.

• Stage 2. Consideration

  Once a customer is aware of a product or service, they may begin to consider it for their their needs. During this stage, they may conduct research, compare different options, and seek out recommendations.

• Stage 3. Purchase

  When a customer makes a decision to purchase a product or service, this means that they have moved into the purchase stage. This is where they make the actual transaction, either online or in store.

• Stage 4. Post-Purchase

  The post-purchase stage occurs after customers have made a purchase. During this stage, they may evaluate their experience with the product or service, provide feedback, and consider whether to continue engaging with the product/services.

• Stage 5. Loyalty

  Customer may become loyal to the brand and continue to make future purchases. At this stage, the brand may work to deepen the relationship with the customer through targeted marketing, personalized communication, and loyalty programs.

• Stage 6. Advocacy

  Customer becomes a loyal advocate for the brand, they may share their positive experience with others, leading to new customer acquisition and brand growth. At this stage, the brand may work to encourage and reward advocacy through referral programs and social media engagement.

Types of Pain Points

In customer interaction, pain points refer to any obstacles or difficulties that a customer might face while engaging with a product or service.

Some types of pain points that customers might encounter during their interaction with a business include:

1. Usability pain points: These are issues that customers face while trying to use a product or service. Some examples are confusing interfaces on mobile applications, difficult-to-navigate websites, or lack of user-friendly features.

2. Communication pain points: These are issues that customers face while trying to communicate with a business. For example, a customer must wait a long time on the phone to talk to customer support or language barriers.

3. Process pain points: These refer to customer issues while buying a product or service, such as complicated checkout procedures or slow delivery times.

4. Experience pain points: These are issues that customers face while engaging with a business, such as lack of personalization, inconsistent experiences across different channels, or lack of empathy or understanding from the business.

Match

Match the following types of pain points with examples

• Usability pain points

• Communication pain points

• Process pain points

• Experience pain points

Confusing interfaces on mobile applications

customer has to wait for a long time on the phone for assistance

complicated checkout procedures

lack of personalization and inconsistent experiences across different channels

• Confusing interfaces on mobile applications

• customer has to wait for a long time on the phone for assistance

• complicated checkout procedures

• lack of personalization and inconsistent experiences across different channels

CBA unit 3

Slides 56 -

Common Types of Data Types and Formats

1. Numerical data

   Numerical data includes data measured using numbers, such as height, weight, or income.

2. Categorical data

   Categorical data includes data divided into categories, such as gender, race, or marital status.

3. Textual data

   Textual data includes data that is in the form of text, such as survey responses, open-ended questions, or interview transcripts.

4. Time-series data

   Time-series data includes data that is collected over time, such as stock prices, weather patterns, or website traffic.

Match

Match the following types of common data and the examples

Numerical

data

Categorical data

Textual data

Time-series data

• Numerical

  data

• Categorical data

• Textual data

• Time-series data

Benefits of Data Visualisation

• Facilitates data-driven decision making

  • helps decision makers to identify trends and patterns

  • enabling them to make better-informed decisions.

• Enables quick identification of key insights

  • Graphical representation of data through charts, graphs and other visualisations enables users to quickly identify important trends, outliers and patterns.

• Enhances communication

  • Easier to understand and remember than raw data.

  • Easier to communicate insights to stakeholders and other audiences.

• Improves engagement

  • Engage stakeholders and promote exploration of data,

  • leading to better understanding and insights.

Limitations of Data Visualisation

• Can be misleading

  • sometimes distort or misrepresent data.

  • important to choose the right visualisation method and use accurate data to avoid this.

• Requires expertise

  • requires expertise in data analysis, data visualisation tools and design principles.

  • Organisations need to invest in training or hire experts to create meaningful visualisations.

• Limited by data QUALITY

  • Poor quality data can result in inaccurate or misleading visualisations.

• Limited by data QUANTITY

  • Not be suitable for very large data sets.

  • Can become cluttered and difficult to interpret for big data.

Fill in the Blank

Benefits of data visualisation point 1:

Facilitates data-driven decision making -

helps decision makers to identify ____ ____ ____

• enabling them to make better-informed decisions.

Fill in the Blank

Benefits of data visualisation point 2:

• Enables quick ____ ____ ____ ____

  • Graphical representation of data through charts, graphs and other visualisations enables users to quickly identify important trends, outliers and patterns.

Fill in the Blank

Benefits of data visualisation point 3:

• Enhances communication

  • Easier to understand and remember than raw data.

  • Easier to ____ ____ ____ ____ and other audiences.

Fill in the Blank

Benefits of data visualisation point 4:

• Improves engagement

  • ____ ____ ____ ____ exploration of data,

  • leading to better understanding and insights.

Fill in the Blank

Limitations of data visualisation point 1:

• Can be misleading

  • sometimes ____ ____ ____ ____ .

  • important to choose the right visualisation method and use accurate data to avoid this.

Fill in the Blank

Limitations of data visualisation point 2:

• Requires expertise

  • requires expertise in data analysis, data visualisation tools and design principles.

  • Organisations ____ ____ ____ ____ ____ or hire experts to create meaningful visualisations.

Fill in the Blank

Limitations of data visualisation point 3:

• Limited by ____ ____

  • It can result in inaccurate or misleading visualisations.

Fill in the Blank

Limitations of data visualisation point 4:

Limited by ____ ____

• Not be suitable for very large data sets.

• It can become cluttered and difficult to interpret for big data.

Storytelling is an essential technique that can be used to make data visualisation more impactful and engaging for the audience.

Techniques

• Start the story with an attention-grabbing hook

  • Add a surprising fact or a personal anecdote that relates to the data.

• Use a clear narrative structure:

  • Use a clear narrative structure that leads the audience through the data visualisation.

  • should be easy for the audience to follow and understand.

• Use metaphors and analogies:

  • helps to make complex data easier to understand.

  • For example: compare a data trend to a rollercoaster ride or a stock market graph to a heartbeat monitor.

Techniques

• Choose the right visuals

  • Use charts, graphs, and other visual elements that make the data easy to understand and support the narrative structure of the story.

Fill in the Blank

Use ________ to help it be engaging and impactful for presenting your data.

Open Ended

Provide the techniques from the answer in the previous question,

Lecturers

Ms Rachel and Ms Kym

"Practice and hard work give you the results."

Stay strong, you are almost at the finishing line!! All the best!!