KPMG claims that "every outstanding customer relationship has a universal set of qualities – they are the Six Pillars of experience excellence." These pillars are listed below: 1.) Integrity: Acting with integrity and engendering trust. 2.) Resolution: Turning a poor experience into a great one. 3.) Expectations: Managing, meeting and exceeding customer expectations. 4.) Empathy: Achieving an understanding of the customer’s circumstances to drive deep rapport. 5.) Personalization: Using individualised attention to drive emotional connection. 6.) Time and Effort: Minimising customer effort and creating frictionless processes. Comment on the following: + In your opinion, do you feel the Six Pillars apply primarily to business-to-consumer marketing, business-to-business marketing, or both? + Can you think of a brand or organization that performs exceptionally well with regard to the Six Pillars of customer experience? Of the six, which pillar is its strongest? In your opinion, does doing well among the Six Pillars actually influence buyer behavior toward the brand or organization, and in turn, does that support its business interests?
KPMG claims that "every outstanding customer relationship has a universal set of qualities – they are the Six Pillars of experience excellence." These pillars are listed below:
1.) Integrity: Acting with integrity and engendering trust.
2.) Resolution: Turning a poor experience into a great one.
3.) Expectations: Managing, meeting and exceeding customer expectations.
4.) Empathy: Achieving an understanding of the customer’s circumstances to drive deep rapport.
5.) Personalization: Using individualised attention to drive emotional connection.
6.) Time and Effort: Minimising customer effort and creating frictionless processes.
Comment on the following:
+ In your opinion, do you feel the Six Pillars apply primarily to business-to-consumer marketing, business-to-business marketing, or both?
+ Can you think of a brand or organization that performs exceptionally well with regard to the Six Pillars of customer experience? Of the six, which pillar is its strongest? In your opinion, does doing well among the Six Pillars actually influence buyer behavior toward the brand or organization, and in turn, does that support its business interests?
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