30 Questions
What does customer satisfaction encompass?
Repeated exposure, experiences, and often repeat purchases
What is the term used to describe the broadest measure of customer satisfaction?
General satisfaction
What is the purpose of standardized satisfaction questionnaires and reports?
To compare satisfaction scores with those of competitors and industry
What is the difference between customer attitude and customer satisfaction?
There is a slight difference between customer attitude and customer satisfaction
What is the term used to describe the measure of customer satisfaction towards a specific product or service?
Attribute satisfaction
What is the purpose of measuring customer satisfaction?
To gauge a company's performance with its customers
What is the final stage of the hierarchy of effects?
Loyalty to a brand
What is the purpose of the hierarchy of effects?
To measure customers' attitudes towards brands and products
What is aided awareness in brand measurement?
Asking customers to rank brands from a list
Why should unaided brand awareness questions be asked first in a survey?
To minimize the suggestion bias
What is the purpose of including an 'Other' option in aided brand measurement?
To allow participants to provide brands not considered as competition
How should unaided brand awareness questions be structured?
Open-ended to allow customers to provide written responses
What should you avoid when writing questions for customers to rate?
Using jargon
Why is it important to phrase questions positively?
To prevent mistakes when scoring
What is the benefit of pretesting your questions with a small sample of participants?
To identify inconsistent responses
What is the term for the places where potential customers interact with your company during the awareness and consideration phases?
Touchpoints
What is the awareness step in the customer journey?
When customers see your website or advertisement
Why is it important to clearly state what you want customers to rate?
To avoid confusion about the feature being referred to
What percentage of customers who initially purchased a Lenovo laptop went on to buy another Lenovo laptop?
68
What can be inferred from the values on the diagonal in the repurchasing matrix?
The number of customers who remained loyal to the same brand
Why do the values in the matrix often not add up to 100%?
Because not all competitors are considered
How can a repurchasing matrix be used to gauge customer loyalty?
By asking customers about their intent to repurchase and refer friends
What is a key difference between the repurchase rates of Apple and Asus customers?
Apple customers are about twice as loyal as Asus customers
Why can building a repurchasing matrix take years?
Because actual repurchase rates can take years to collect
What is the purpose of using multiple regression analysis in the context of NPS?
To statistically determine the aspects having the biggest impact on NPS
What is the benefit of understanding the value of a promoter in terms of revenue?
To determine how much money and effort to spend to turn detractors and passives into promoters
What is the goal of companies in terms of obtaining promoters?
To obtain as many promoters as possible
What is the purpose of tying actual sales to survey responses?
To see how many promoters actually recommended someone and how many of those people became customers
What is the outcome of using multiple regression analysis and survey data?
An estimation of the value of a promoter
What is the outcome of understanding both the value of positive word of mouth and the cost of negative word of mouth?
An estimate of the net value of word of mouth
Test your understanding of the hierarchy of effects, a framework used to measure customer attitudes towards brands and products. Learn how to measure brand awareness and loyalty through various approaches. Evaluate your knowledge of marketing concepts and customer behavior.
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