11.

What is the Kano model and what are its implications for quality management
- Using the Kano Model, product teams pull together a list of potential new features
vying for development resources and space on the roadmap. The team will then weigh
these features according to two competing criteria:

Their potential to satisfy customers.

The investment is needed to implement them.
You can also think of the Kano Model as the “Customer Delight vs. Implementation
Investment” approach.

Kano model divided the consumer preference into five parts - Must be Quality, One-
dimensional Quality, Attractive Quality, Indifferent Quality, and Reverse Quality.
However, these qualities in the product can be achieved only when a firm has quality
management.

12. What is the voice of the customer? List the major listening and learning
approaches used to gather voice of the customer information. What are the
advantages and disadvantages of each?
- Voice of customer is what customer feels about our products. Voice of customer can
be gathered before launching our product or after launching our product. Various
approaches to gather VOC are: Feedback from various customer touchpoints with in
organ.

CENTER GROUP
The advantages of a focus group include cost efficiency, the ability to observe body
language, and deeper interaction with the clients. The drawbacks of a focus group
include the challenge of involving a big group, time-consuming analysis, or individuals
who are hesitant or uncomfortable.

CUSTOMER DIRECT CONTACT

The interviewee is unable to give false answers in response to screening inquiries about
gender, age, or ethnicity. The interviews need to be conducted by a staff, which implies
there will be labor expenditures and a time commitment.

SUBSTANCE INTELLIGENCE
Answers that come across negatively may not be provided by respondents because
they don't feel comfortable doing so.

14. What do expected quality, actual quality, and perceived quality mean, and how
do they relate to one another?
What is a Gap Model?
Gap model: provides a view of the processes in which the customer needs and
expectations are translated into design, production, and delivery.
Expected quality: customer's assumptions of a product
Actual quality: what is delivered to the customer
Perceived quality: customers assessment of product. Perceived Quality is the
impression of excellence that a customer experiences about a product, brand or
business, derived through sight, sound, touch, and scent.
15. moment of truth
is where customer satisfaction or dissatisfaction and takes place.

Occures everytime a customer interacts with a company's employees or products.

16. What is the zero moment of truth, how does it influence customer purchasing
decision and ultimately satisfaction
- A 'Moment of Truth' can be considered an experience with the product that will
influence buying behaviour. The Zero Moment of Truth states that shopping behaviour
has changed in such a way as they are now able to and do perform more expensive
research of their purchases online. Buyers feel more empowered to get access to
purchasing information, and if they're not satisfied, they won't stick around and wait for
you to provide it. ZMOT is a tool. It's a tool to shape the way we provide information
about products online.The bottom line is that the more information you can provide to
your customers, hiding or placing product information behind a barrier will only frustrate
and turn away an interested buyer

17. Explain the importance of commitment to building customers relationship.

Building a working relationship with customers is key to the long-term success of a
business. Having a strong connection based on trust and communication helps
customers feel more secure and connected with a brand, and it can also lead to growing
customer retention and your repeat purchase rate. Many consumers enjoy engaging
with a brand and feel valued when brands provide opportunities to connect. Building
relationships increases customer retention.

18. Who are customer contact employees why are they critical to an organization
- Every employee or manager who is a point of contact with your customers contributes
to the emotional experience your customers will associate with your company. Emotions
that run high have a greater tendency to be made public, so interactions that wow
customers in positive ways are crucial.

19. Explain the role of training and empowerment of customer-contact employees

in achieving customer satisfaction.
- Training is part of empowerment that enables the customer service staff to be aware of
the new ways of serving customers. Empowerment makes employees to be loyal to
their organization because they feel respected and supported.
Empowering employees gives them the confidence to use their knowledge and skills to
solve problems and meet the needs of the customer. Confident representatives can
contribute to empowering the customer as they can give them direct advice that is easy
to follow and can help mediate their concerns. Achieving good customer service equals
achieving a better relationship with your customers.
20. What are customer-contact requirement, provide some examples different
from the book
Customer requirements refer to the specifications or features of a product or service
that are deemed necessary by customers. These requirements motivate customers to
buy a product or service.
Price
The price of a product or service can affect customers' purchasing decisions, as each
customer has unique budget allowances or constraints. They may compare prices
between competitors to determine which offers the best deal or decide whether they are
willing to pay for quality versus convenience. Companies must understand their
customers to set the right price or discounts. However, these companies must also price
their product or services high enough to ensure they make money.
For example, a haircare company might offer a bundle of three products for a discount.
While the customer saves money because the bundle costs less than buying products
separately, the company increases its revenue because the value of their purchase
ends up being larger.
Related: What Is a Pricing Strategy?
Quality
The quality of a product or the materials used to manufacture it can impact purchasing
decisions. The definition of quality can vary but may refer to its durability. A customer
may consider a high-quality product to be one that lasts a significant amount of time,
rather than one that breaks easily.
Quality can also depend on the customer's preferences. For example, they may prefer
buying organic foods because they believe those foods have benefits that create a
higher quality product. Similarly, a customer may want to purchase a sweater made out
of a natural fiber such as cashmere rather than a synthetic material like polyester. Both
options serve the same function, but the customer has a particular opinion on which
materials provide more quality.
Functionality
Every product or service has a purpose, which is its function. Often, customers require
products and services that solve specific problems or meet specific goals or desires. For
example, a customer may want to purchase a couch that they not only can sit on but
can also convert into a bed for sleeping. Functional requirements are an essential
component of software development—these requirements define what the system does.
If a company creates an app, they want to ensure that it accomplishes the tasks desired
by customers. For example, the user can click a button to start watching a video.
Reliability
When customers purchase something, they want the ability to rely on it to perform its
intended function. Along with reliability, customers seek durability. They expect that the
product or service will last a reasonable lifespan or throughout continued use.
Companies looking to provide reliability often need to test their products and services to
ensure they can withstand potential challenges. For example, when a customer
purchases a car, they expect they can drive it often and in all types of weather.
Therefore, car manufacturers perform tests to ensure their models can handle varying
temperatures and road conditions.
Performance
Customers not only require that a product or service performs its intended purpose but
also that it does it well. The definition of good performance varies, but examples may
include its speed or accuracy when conducting tasks. Customers also purchase
products specifically to improve the performance of another product. For example, a
person who plays video games on their computer can buy a new graphics card to
enable higher video quality.
Sustainability
Some customers seek products that do not have negative environmental impacts. In
response, companies launch products that use less energy to manufacture or recycled
materials. Or they may sell products that promote sustainability. For example, car
manufacturers sell hybrid or electric models that can help reduce pollution. Another
company might notice customers' call for sustainability and begin selling glass straws,
which provides a reusable alternative to plastic straws.
Transparency
Customers require transparency, which means they want to know what to expect when
purchasing a product or service. To enable transparency, companies must avoid hiding
information, such as fees or ingredients, when promoting their offerings. One way to
promote transparency is through direct communication, such as companies that use
social media to inform customers about any service outages. Enabling customers to
publish online product reviews is another form of transparency. Establishing
transparency can be an advantage for companies because it creates trust, which can
lead to other benefits such as customer loyalty.
Convenience
Customers seek products and services that can save them time and effort. Companies
can meet these requirements by understanding how customers use their offerings and
determine ways to make them even easier to use. Some, for example, provide
convenience by offering same-day delivery. By giving customers the ability to make a
purchase online and have it delivered to their home, it saves them the time and effort of
having to go to the store, find the item and transport it home.
Efficiency
Somewhat similar to convenience, customers seek products or services that can help
streamline everyday processes. For example, the checkout line at a store can become a
time-consuming aspect of shopping. Some stores implement self-service stations,
allowing customers to bypass the traditional lines and quickly pay for their items.
Another option is the use of apps that let customers pay directly from their phones.
Similarly, this can speed up the payment process because customers only need to pull
out their phones rather than go into their wallet and find cash or a credit card.
Risk reduction
When making purchases, some customers consider risk—for example, they want to
ensure that they will not lose money. To ease such concerns, many companies offer
and promote return or guarantee policies. These policies may help attract customers
and make them feel more comfortable making a purchase. For example, a shoe
company might provide customers a 30-day window to try their purchase. If the
customer determines they do not like the shoes, they can return the product and receive
their money back.
Safety
Safety can be an important consideration for customers, as they want to ensure the
product does not cause harm to them or those around them. Companies can promote
products by confirming they meet relevant safety regulations or standards. For example,
a person might buy a particular car based on how well it performs in crash tests. Or a
parent purchasing a toy for their young child looks at features to assess whether their
children can play with it safely—for example, they want a toy that does not have sharp
edges or small pieces that pose a choking hazard.
Compatibility
When customers require compatibility, they want the product or service to work or
integrate with another one. Often, they want to ensure compatibility with something that
they already have access to or own. Companies often include compatibility details to
help customers make purchasing decisions. For example, a company that sells memory
cards provides a chart or list that tells customers which of its memory cards are
compatible with specific models of digital cameras.
Options
Every customer is unique, so they require options when making purchases. Multiple
options allow companies to meet the needs of various customers rather than one
specific type. For example, an apparel company offers a t-shirt style in a variety of
colors and patterns for customers to choose from. Streaming services often offer
multiple subscription plans that vary in price, with some offering ad-free or higher video
quality features. With these options, customers weigh the cost of the service versus
getting additional features.
Control
Customers may seek control when interacting with a service or making a purchase.
Control can sometimes overlap with the options requirement, as multiple options allow
customers to control which subscription plan they purchase from a company, for
example. Companies can also provide control to their customers by enabling them to
customize their purchases. For example, a shoe company may offer a fully
customizable style of shoes. Customers can choose from a variety of colors, patterns
and other features to create a unique product that suits their preferences.
Experience
Defining what constitutes a positive customer experience will vary on the company and
its offerings, so customer research is essential. Generally, a positive experience refers
to products or services that are easy to understand and use. The customer experience
is crucial when developing software or websites, for example. Users must have the
ability to easily navigate the website to achieve their goals, such as purchase a product
or find an article to read.
Related: Customer Experience: Definition and Importance
Design
Design can often serve as an umbrella for other requirements, such as experience or
accessibility. Design may refer to ease of use—for example, a collapsible umbrella
might be more attractive to customers because it takes up less space and is easier to
carry. Appearance can also play a critical role in design requirements. If a customer
finds a website visually appealing, for example, it can make them more likely to continue
visiting and using it.
Related: Understanding Service Design: Definition and Application
Accessibility
Customers require products and services that enable easy access. For example, a
banking institution can provide a mobile app that allows customers to access their
accounts from anywhere. Accessibility also refers to products and services that people
of all abilities can use. For example, a website that hosts videos can provide captions
for deaf users, or a company that sells kitchen tools can offer utensils with unique grips
for customers who have arthritis. Taking steps to increase the accessibility of their
produces and services can help companies meet the needs of as many potential
customers as possible.
Privacy
A common customer requirement when purchasing or using services is privacy. When
creating an account, for example, customers may want to ensure that the company
does not sell their data to external parties. Companies often provide terms and
conditions to inform customers of how their data will or will not be used. To meet
customers' requirements, some companies may even promote their commitment to
privacy or provide additional privacy options. For example, a social media site may
allow its users to disable the use of personalized ads.
Empathy
Customers want to feel that companies care about and understand their needs. This
requirement is essential in customer service, as customers need to speak to someone
about their questions or concerns. Companies can also demonstrate empathy through
charitable initiatives. For example, a shoe company may offer a promotion in which
customers can purchase shoes, and the company will then donate a pair to someone in
need or use a portion of sales to make a donation. These initiatives demonstrate that
the company understands the needs of its community and wants to provide support.
Information
Customers want to make informed decisions, so companies must provide relevant or
necessary information as guidance. The type of information varies but may consist of
details such as product specifications or usage instructions. Readily available
information can persuade customers to purchase something because they have a clear
understanding of the product and whether it suits their needs. For example, an apparel
company can include sizing charts and images on their website, helping customers
decide which size to purchase when they cannot try on the clothes

3.