STCO 356 Discussion

The student will complete 4 Discussions in this course. The
student will post one thread of 200 to 300 words by 11:59 p.m. (ET) on Thursday
of the assigned Module: Week. The student must then post 2 replies of at least
150 words by 11:59 p.m. (ET) on Monday of the assigned Module: Week. For each
initial thread, students must support their assertions with at least 1 reference from the Rapp text and 1 biblical
principle in the current APA format. Each reply must incorporate at least 1 reference from the Rapp Text.
Tim Cook, Chief Executive Officer
of Apple warns, “Most business models have focused on self-interest rather than
customer experience.” Jeff Bezos,
Founder of Amazon takes it one step further: “If you build a great experience,
customers tell each other about it. Word of mouth is very powerful.”
Even in the ordinary events of
life—going to school, shopping, eating dinner, going to church—we
experience. No, make that EXPERIENCE. We
are students at Liberty University Online and we EXPERIENCE a relationship with
the university. We eat at Chick-fil-A and experience dining and all the
feelings (satisfaction, anticipation, etc.) that goes with it. We go to
Biltmore Baptist Church and EXPERIENCE what it means to worship God as a member
of a specific church community.
EXPERIENCE. It makes all the
difference, and organizations are finally getting it. We experience
organizations. We ‘fit’ with a certain organization at a certain time in a
certain place. And that ‘fit’ is determined by the EXPERIENCE shaped by multiple
contacts at a variety of ‘touchpoints’ where consumer meets organization. The
cashier at the grocery store—is she paying attention to you, the customer, or
on the cell with a girlfriend? The usher at church—is he smiling and holding
open the door, or grunting and turning away? An organization’s web page—easy to
use, or difficult to navigate, and impenetrable in effect? Everything counts
when we’re dealing with others.
Chick-fil-A founder Truett S.
Cathy realized this and decided he would set an example for his employees by
showing every customer how genuinely appreciative he was that customers would
select Chick-fil-A over all the other choices out there. He conveyed that
serving them was sincerely a pleasure by replying to every “thank you” with a
“my pleasure.” Truett believed that all people should be treated with honor,
dignity, and respect no matter who they are, what they do, where they come
from, or where they choose to eat. It didn’t take long before the customer
stories began to spread. Nowadays, our brand benefits from the speed with which
such positive comments travel on the Internet.
1. In an organization you’re involved with
(summer job, internship, church, club), what kind of transforming experience
would you like to provide? Discuss how providing value for customers (or
members, donors, patrons, etc.) will increase the value of the organization.
2. How you can get others within the
organization involved in providing that transforming iDirect experience. Now that you’re taking this course, you
understand the need for all persons associated with an organization to provide
a uniformly positive experience, but that’s not always easy. The store
associate may be naturally ‘growly,’ and some customers make it difficult to be
nice. How will you inspire/train others
to be a part of that transforming experience?
3. Finally, what else can you and your
organization do to capitalize on the good shared experiences to ensure repeat
business, create brand ambassadors, and reach out to new customers? In answering this question, consider Rapp’s
statement: “One of the most important things you can do- for your customers and
also for your brand- is to maintain a committed, long-term presence that allows
you to be accepted into the target consumer’s or business customer’s daily life
online” (Rapp, 2010, p. 161). That is
the heart of iDirect marketing.

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