Unit 3 Assignment for Building Customer Sales

User Generated

Cvnab1964

Business Finance

Description

Assignment: Consumer Information Processing

You read about and had some practice with the eight stages of consumer information processing that occurs in transactions with the customer.

Now you have an opportunity to practice what you learned about these stages as applied to the following scenario:

Checklist: After reading the scenario, address the items below.

Using the communication process on page 150 of the text:

  • Describe the various parts of the process evidenced in the scenario including the source, communication objective, message, message channel, receiver, communication outcome, feedback, and any noise that occurs in the message.
  • In dialogue format, recreate this scenario using the communication process so that it has a successful outcome for the customer and company.

Access the grading rubric.

Respond in a 2–3 page paper with an additional title and reference page in APA format and citation style. Submit the Assignment to the Dropbox before the end of the unit.

Unformatted Attachment Preview

Unit 3 Assignment Scenario: Momentos.com is an online website that specializes in specialty goods – autographed, engraved, and one-of-a-kind items made or purchased for special occasions. The following is a phone conversation between a CSR (Customer Service Representative) and a customer (Molly) that occurred concerning an engraved bracelet. CSR: Hi, this is Ralph with Momentos.com. How can I help you? Molly: I bought this engraved bracelet and just received it in the mail. The name is spelled wrong. CSR: Can I start by getting your name and phone number on the account so I can look up the order please? Molly: (Proceeds to give personal information) (There is a long pause while CSR looks up order, dog barking in the background on the CSR’s line, and whispering by the CSR to the dog.) CSR: I see that you ordered that and it was shipped out and received today. How did you like the bracelet? Molly: Like I said, the name is spelled wrong on the engraving. CSR: Oh, I see. Would you like to send the bracelet back? Molly: Is that the only option I have? I really wanted to give this as an anniversary present to my husband next week and I can’t if it is spelled wrong. CSR: (There is a long pause-shuffling and typing in the background can be heard). I am sorry. Could you please repeat your question? Molly: (repeats previous statement) CSR: Let me get my manager to see what else can be done. (Puts Molly on hold). (The phone call is disconnected with no resolution for the customer.)
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Explanation & Answer

Attached.

Running head: CUSTOMER INFORMATION PROCESSING

Customer information Processing
Student’s Name
Students Affiliation

Running head: CUSTOMER INFORMATION PROCESSING

Consumer information processing
Communication process
Communication is aimed at enabling transfer of information from one individual to another
or within an organisation i.e. from the manager to the staff and vice versa. The
communication process on the other hand refers to the steps used in in transmitting messages
and information between a sender and receiver. The communication process has a sender or
the source of information, the message that is encoded by the sender, the message channel or
medium through which the message is passed, the receiver or recipient who is the audience of
the intended message decodes the message to try and interpret and draw meaning and the
feedback which acts as the receiver’s response to the senders message.
For communication to be effective there has to be an understanding between the sender and
the receiver during communication. The recipient thus has to interpret the message
transmitted by the receiver in order to get the appropriate or intended meaning thus the
message passed across by the sender has to be in line with the interpreted message on the
recipient’s end.
Using the communication process;
Describe the various parts of the process evidenced in the scenario including the source,
communication objective, message, message, message channel, receiver, communicat...


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