Question 1. Refer back to Module 3, Unit 3, Slides 3-6. Explain the different customer profiles that currently exist at ORS today in the services channel, the B2B channels and the B2C channels. Be sure to describe the characteristics of each and the potential products sought by each profile.

Question 2. Based on the KPIs provided to you in the case study, how would you differentiate the different customer profiles based on the value that each one creates for ORS. Refer to Module 4. There are examples of ways to 'categorize' customer groups.

Question 3. Based on the data collected at ORS, how would you differentiate the different customer profiles base don the value that ORS creates for the customer profile. Refer to Module 4.

Questions 4. Based on your answers for questions 2 and 3, how would you prioritize the customer profiles in terms of the opportunities for improvement. What would you tackle first if you wanted to make improvements at ORS in an effort to achieve ABCD. Explain why. Refer to Module 4.

For Questions 5-7, consider the following: There are two ways of mapping out processes and customer journeys: through the eyes of the company and through the eyes of the customer. The most important perspective is that of the customer. Once you understand that, you can design an internal process that integrates well with that of the customer’s journey. Module 3, Unit 2, Slides 4-6 illustrate that there are two different journeys going on at the same time. As the customer is running through his/her decision-making process, the company is trying to interact and customize its interactions in the best way possible with the customer.

Question 5. For the top two opportunities you identified in Question 4, outline the current customer’s most probable journey for the awareness, consideration and decision-making stages, step by step. Then explain what changes you would make to this journey and why.

Question 6. For the top two opportunities you identified in Question 4, outline ORS’ most probable sales process, step by step. Then explain what changes you would make to this sales process and why. Be sure to elaborate on the items discussed in Module 9 that may be relevant to making the process more effective for ORS and ultimately for the customer.

Question 7. How do your proposed changes in Questions 5 and 6 affect the overall customer experience (Module 5)? If you had to sell these changes to the ORS management team, what KPIs would you show as potentially having improvements from your changes? What would be the ROI for ORS because of implementing your proposed changes in sales?