Unit 1_3

What is defined as a moment of truth in the context of customer expectations?

• Any positive customer experience

• An interaction where a customer forms an impression

• A negative touchpoint during customer service

• Overall opinions shared on social media

How does word-of-mouth impact customer expectations, according to the passage?

• It has no influence on expectations.

• It shapes expectations based on media reviews.

• It occurs when customers talk about their experiences

• It only has a positive impact on a brand.

What is mentioned as a factor influencing customer expectations in the mass media era?

• Overall opinions of customers

• Positive word-of-mouth

• Highly satisfied customers' feedback on social media

• Past experiences with competing brands

How can past experiences with a hotel impact a traveller's expectations, as explained in the passage?

• Negative experiences have no impact on expectations.

• Positive greetings upon arrival will lower expectations.

• Subsequent services are not influenced by past experiences.

• Positive greetings can lead to high expectations for other services.

In what way does mass media, especially digital media, influence customer expectations?

• It has no impact on expectations.

• Positive feedback on Instagram shapes expectations.

• Past experiences with competing brands shape expectations.

• Word-of-mouth has a minimal influence on expectations.

Why is a moment of truth considered crucial in the formation of customer expectations?

• It guarantees a positive customer experience.

• It is the only factor shaping expectations.

• It can result in either a positive or negative impression.

• It occurs only during online demos.

Provide an example of how word-of-mouth can impact a brand, as mentioned in the unit.

• A customer's past experience with a hotel

• A negative touchpoint during an online demo

• Highly satisfied customer feedback on social media

• Overall opinions of customers regarding customer service

How can a customer service representative positively influence a moment of truth during an online demo with a technical glitch?

• By ignoring the glitch and continuing with the demo

• By quickly rectifying the technical glitch

• By blaming the customer for the glitch

• By avoiding online demos altogether

Explain how mass media, especially digital media, has evolved in influencing customer expectations.

• It has no impact on customer expectations.

• Positive word-of-mouth has become less influential.

• Positive feedback on platforms like Instagram greatly influences expectations

• Overall opinions shared on social media are the sole influencers of expectations.

How does a past positive experience with one hotel impact a traveller's expectations when choosing a different hotel?

• It has no impact on expectations for the new hotel.

• It lowers expectations for the new hotel.

• It shapes higher expectations for services at the new hotel.

• It leads to a negative touchpoint for the new hotel.