stages of consumer information processing that occurs in transactions with the customer.

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ou 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.

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 cust

 
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