1 Published by CCCOnline ccco.desire2learn.org MAR160 Mod.docx

1 Published by: CCCOnline ccco.desire2learn.org
MAR160 Module1 Exploration:
Basic Consumer Needs
Introducing the Cast
Meet Janie. She’s the star of this exploration. Janie just finished
her Associates
Degree and is eager to get work work before deciding on
continuing on to her
Bachelor’s Degree.
Janie was just hired at Northside Medical Center as a
receptionist and while she’s got
great people skills, she still feels she has much to learn.
Follow Janie in this scenario and watch her as she works with a
software company
representative at her new job. So click NEXT if you are ready to
get started.
Instructions

1.Each of the five scenes below shows Janie in various customer
situations.
2. Each scene includes a knowledge check for you to determine
whether you
understand the basic needs of customers.
3. Click the customer icon in the bottom left to review the 5
Basic Customer Needs.
4. Click a scene when you are ready to begin.
Consumer Needs
Service: Customers expect the service that they think is
appropriate for the level of
purchase that they are making. A small, spontaneous purchase
may have a smaller
service need than a larger purchase that has been carefully
planned and researched.
Price: The cost of everything we purchase is becoming more and
more important.
People and businesses want to use their financial resources as
efficiently as possible.
Many products previously considered unique are now

considered commodities. This
means that while a consumer previously had to travel to the
local hamburger
restaurant to purchase a hamburger, now one can be acquired at
many other
locations. This makes the component of price even more
important to the customer.
Quality: Americans are less likely today to think of their
purchases as throw-away
items. Customers want the products that they purchase to be
durable and functional
until the customer decides to replace them. This requirement of
quality mandates
that manufacturers and distributors produce products that live
up to the customers’
expectations of durability. Customers are much less likely to
question price if they
are doing business with a company that has a reputation for
producing a high quality
product.
Action: Customers need action when a problem or question
arises. Many companies
offer toll-free customer assistance telephone lines, flexible
return policies, and

customer carryout services in response to the need for action.
Customers are human
beings and like to think that they are an important priority and
that when a need or
question arises someone will be ready and waiting to help them.
Appreciation: Customers need to know that we appreciate their
business. Customer
service providers can convey this appreciation in many
appropriate ways. Saying
“thank you” to the customer through our words and actions is a
good starting point.
Preferred customer mailing lists, informational newsletters,
special discounts,
courtesy, and name recognition are good beginnings to showing
our customers our
appreciation. Additionally, letting them know that we are glad
that they have chosen
to do business with us conveys a positive message. A fast food
restaurant has a sign
in its drive-through lane that says, “We know that you could eat
somewhere else;
thank you for allowing us to serve you.”
Scenario 1

Introduction
Janie meets with a software company representative
Overview
In this scene, Janie speaks with a software company
representative, Mike. He wants
to show Janie all the features of a new patient logging/tracking
software. What might
her needs be? Click NEXT to find out…
Scene 1 - Knowledgeable Representative
Mike: Hi, Janie! I’m Mike. It’s good to finally meet you.
Janie: Hi Mike! I’m glad to meet you too.
Mike shows Janie the software by first showcasing all of its
features on her computer.
He quickly opens the program and types in some of the office
information he had
saved when they spoke earlier.
Mike: Now, let’s say you want to track Ms. Jones visits. First,
click the patient link…

Janie (thinking): Wow! I’m quite impressed how much Mike
knows about his
company’s software. The way he seems to know my
responsibilities is definitely a
plus, too.
Scene 1 - Enthusiastic Representative
Janie sits at her computer so Mike can show her some steps in
using the software.
Janie is also impressed with Mike’s enthusiasm.
Mike: I’ve been truly impressed with how well my company has
developed this
software. It’s like they used a ton of feedback from users like
you, Janie. I’ll leave
my business card in case you have questions.
Janie: I’ll explore the software today.
Scene 1 - Researching the Product
Janie thinks about how she can use the system while performing
her job.
Janie thinks: I can use the system to:

Janie: Hmm…I wonder how easy the website is to navigate and
get information?
Janie was successful accessing the website and finding answers
to questions she had.
The website was easy to navigate. She also found the call center
# and talked with a
friendly, helpful representative.
Janie: I really like it when employees are well versed in their
company’s products.
Scene 1 - Knowledge Check
Directions: This scene presented an interesting customer service
scenario in which
the sales representative had many answers for Janie. Check your
understanding of

Janie’s customer needs by clicking on the corresponding
customer need below and
then Submit.
a) price
b) action
c) service
d) appreciation
e) quality
Scene 1 - Wrap-Up
It’s important that a company employee believe in their product,
whether they are a
sales person or not, and are genuinely excited about having
customers try it. After
all, a potential client won’t buy a product if the sales
representative is not excited to
talk about it. The same is true if a customer service
representative seems unsure
with how to clear up issues. Having a belief in a product and
knowing its benefits
provides the customer with the right kind of information needed
to buy. The thing to
remember is knowing when to listen and when to talk in any

customer service
situation.
Janie: Mike taught me some important lessons and not just how
to use the software.
Scenario 2
Introduction
Janie answers phones and reviews digital patient information
Overview
In this scene, Janie speaks on the phone with a new patient and
forgets how to log
the patient’s information into the new patient software. How
will she continue to
serve the patient and log her into the system? Click NEXT to
find out…
Scene 2 - Answering Phones
Janie works with the trial version of the software which Mike
had shown her how to

use, when she gets a call from a patient…
Janie: Hello! This is Janie Jones at Northside Medical. How can
I help you?
Patient: Hello! I haven’t seen a doctor in a long time. I feel just
terrible. I’m all achy,
sniffley and can’t sleep. Is your office accepting new patients?
Janie: I’m sorry to hear you’re feeling so bad. Our office is
accepting new patients. I
will need a few bits of information from you to get you
scheduled to see a doctor
immediately.
Scene 2 - Working Through Issues
Janie soon realizes she forgot where to log into the system to
add a new patient…
Janie thinks: Oh dear! How am I going to get this patient
scheduled?
Janie decides to log the information the old fashioned way by
pen and paper and
then call customer support later…

Janie: Can I please get your name, address and phone. I will
need your insurance
information too.
Patient: Sure! I’m Mary Adams. My address is 123 Fern St. My
phone number is 303-
555-1234. My insurance is Anthem.
Scene 2 - Resolving Issues
Janie refers to the paper calendar schedule and finds a doctor
for the patient…
Janie: Great! Dr. Green is available to see you today at 11:00
a.m. Does that work
for you?
Patient: *sniffles* Yes! That’s perfect! Thanks so much for
your help!
Janie: Wonderful! We will see you at 11:00 today. Good-bye!
Scene 2 - Dealing with Customer Support
Janie calls the software company’s support desk for help
creating a new patient file.
Janie: Hi! I’m using your new patient software and I forgot
where to log new patient

information. Can you point me in the right direction?
Customer Service: I’d be happy to help. Do you see the icon
that looks like a person
on the top right of your screen? This is the patient icon. You
can log in new patients
from there, as well as work with existing patient records.
Janie: Of course. Now that makes sense. I see the on-screen
prompts to get me
started. Thanks for your help!
scenario in which
the representative needed to quickly serve her customer. Check
your understanding
of the new patient’s need and how Janie handled that need by
clicking on the
corresponding customer need below and then Submit.
a) price
b) action

c) service
d) appreciation
e) quality
Scene 2 - Wrap-Up
It’s important that you meet your customers and clients’ needs
by taking
action…even when you don’t have access to important tools.
Janie took action even
though she could not access the software, she wrote out the
patient’s information,
checked with a paper calendar on scheduling and was able to
schedule the patient.
You could also say that Janie was resourceful. Being
resourceful and taking action
helps you and your company to keep your customers coming
back.
Janie: I’m a helper. I don’t like when I can’t help people, so
being resourceful and
taking action has become second-nature for me.

Scenario 3
Introduction
Janie researches information about various patient software
Overview
In this scene, Janie reviews information about a second patient
software company.
How will she decide which software is the better software to
serve her needs as well
as the needs of the doctor’s office? Click NEXT to find out…
Scene 3 - Researching a Website
Janie reviews the software company’s website and finds the
website very user-
friendly…
Janie thinks: Hmm…this software seems pretty interesting.
They’re website is fancy.
Let’s see, where’s the phone number?
Answering machine: Hello, you’ve reached XYZ Software.
Press 1 for customer
service.

Janie: Hello, I’m researching patient software and I have a few
questions…
Scene 3 - Providing Service
Unfortunately, XYZ Software doesn’t seem to impress Janie as
much as its website
does…
Customer service: You need the sales department, not customer
service…please hold.
I will connect you to a sales rep.
Janie thinks: Why don’t they have a different choice on the
recording for their sales
department?
I think I’ve heard that hold song 3 times now. I wouldn’t keep
my patients on hold
this long.
Scene 3 - Representative Knowledge
Janie asks the sales representative a few questions about the
patient software
advertised on the company website…

Janie: Does your software connect with all of the insurance
companies? What kinds
of information is shared?
Sales Rep: The software connects with three major insurance
carriers and I will need
to check on the types of patient information shared. Please
hold…
Janie thinks: Why wouldn’t this sales rep know all the
information she needs to sell
her software? And why in the world wouldn’t it connect with all
insurance carries
instead of just the majors?
Scene 3 - Product Features
Janie learns about the software, its features and what XYZ
provides its customers...
Sales Rep: You also get our world-class service and
notifications when software
updates are available, as well as access to our news magazine.
Janie: I see. So, how many licenses come with the premium
package?

Only one? And that’s for the premium package?
5.6 Scene 3 - Knowledge Check
scenario in which
Janie sought out more information about patient software. She
not only learned a lot
about the software, but also what the company offered based on
specific packages.
Check your understanding of Janie’s need and how XYZ
Software met that need by
clicking on the corresponding customer need below and then
Submit.
a) price
b) action
c) service
d) appreciation
e) quality
Scene 3 - Wrap-Up
Consumers now have many different ways of doing the same
thing and more
importantly, it’s all becoming easier to obtain. Products are

priced more
competitively for this reason. Those which are purchased end up
doing a better job
of meeting a consumer’s need, whether it’s in the way they
purchased the product,
had access to the product before purchase, or maybe how the
price fit within the
customer’s budget.
Janie: I shop for my boss just like I shop for myself. I scrutinize
everything based
upon price.
Scenario 4
Introduction
Janie weighs pros and cons
Overview
In this scene, Janie considers two different patient software
companies. How will she
decide which software is the better software to serve her needs
as well as the needs

of the doctor’s office? Click NEXT to find out…
Scene 4 - Support Pros and Cons
Janie makes a list of pros and cons for two software
companies…
Janie thinks: XYZ Software has a fancy website. They must’ve
spent a lot of money
on it. That should say something about their product, too.
Right? The sales
representative from ABC Software spoke with me in person and
The answered all my questions. The XYZ sales rep didn’t have
an answer to one of
my questions.
Scene 4 - Comparing Answering Systems
Janie thinks: The XYZ website was really easy to navigate and
find the information I
needed.
I wonder why XYZ couldn’t spend the money on improving
their automated phone
messaging system? ABC may have a plain website, but they
seem to have done a

good job with their phone answering system.
Scene 4 - Company Reputation
Janie thinks: XYZ Software doesn’t have as many features as
ABC Software has.
According to comments by other users, ABC Software has a real
good reputation.
Users of XYZ Software seem neutral as to how they like the
software.
6.5 Scene 4 - Knowledge Check
scenario in which
Janie weighed the pros and cons of two software companies.
She not only compared
two software packages based upon her experience dealing with
the company and its
representatives, but sought out opinions from other customers.
Check your
understanding of Janie’s needs and how XYZ Software or ABC
Software may have
met that need by clicking on the corresponding customer need

below and then
Submit.
a) price
b) action
c) service
d) appreciation
e) quality
Scene 4 - Wrap-Up
Like Janie, customers want to know that what they are paying
for is a quality product,
which means, it won’t break down a few months after purchase.
Consumers may
research customer reviews of a product or get information about
other features in
order to weigh pros and cons with other products before making
a decision. This
forces companies to ensure their products are well worth their
customers’ hard-
earned money.
Janie: Whether spending my money or my boss’s money, I want
to make sure that

the product I end up with is worth it.
Scenario5
Introduction
Two different sales representatives contact Janie
Overview
In this scene, Janie speaks with two representatives from two
different software
companies. How will she decide which software is the better
software to serve her
needs as well as the needs of the doctor’s office? Click NEXT
to find out…
Scene 5 - Second In-Person Meeting
Janie and Mike (from ABC Software) meet a second time to
discuss his company’s
software…
Mike: Thanks for asking me to come by a second time. I’m glad
you are still

considering our software.
Janie thinks: I’m glad he doesn’t think this is an inconvenience.
Mike: After we finish here, my boss would like to meet you for
lunch to address any
concerns you may have. Do you have time?
Janie: Sure. The office closes at lunch anyway.
Janie thinks: It’s nice they are taking me to lunch. It shows
what they think of me
and my Doctor’s office.
Scene 5 - Second Phone Conversation
Later in the week, the XYZ Software sales representative calls
Janie to review some
software features…
Sales Rep: Thanks for taking the time to speak with me again. I
wanted to circle
back to our first call and answer your questions and share other
software features.
Janie: Do you know what types of patient information is shared
with the different
insurance carriers via your software?
Sales Rep: I’m glad you asked that. The software is capable of

grabbing full patient
records, so your doctors are fully informed.
Janie Thinks: I’m glad she was thinking of me. I wonder if she
is aware I am
considering other software?
Scene 5 - Company Features
Will Janie fall for the freebie, or will she continue to
scrutinize…
Sales Rep: Oh one other thing you get when you purchase our
software is a
complimentary flash drive. It’s our way of saying, “Thank you,”
to our customers.
Janie thinks: A flash drive? Really?
Janie thinks: I like to know what others do with the software
and any tips they can
provide.
Sales Rep: We also give you access to our monthly news, which
provides information
and resources on the software.

scenario in which
two software company representatives acknowledged Janie’s
time. Check your
understanding of Janie’s need and how XYZ Software or ABC
Software may have met
that need by clicking on the corresponding customer need below
and then Submit.
a) price
b) action
c) service
d) appreciation
e) quality
Scene 5 - Wrap-Up
Showing gratitude or appreciation for your customers not only
helps you keep those
customers, but can grow your business by word of mouth.
Appreciation can be as

simple as “Thank you,” or could include regular emailed bonus
coupons, a birthday
card, or maybe even a gift card. Whatever way you show it,
share your appreciation
with your customers and customer retention is a whole lot
easier.
Janie: I make it a point to acknowledge our patients’ birthdays,
so I like it when
companies appreciate my business as well.
MAR160 Module1 Exploration: Basic Consumer
NeedsIntroducing the CastInstructionsConsumer NeedsScenario
1IntroductionOverviewScene 1 - Knowledgeable
RepresentativeScene 1 - Enthusiastic RepresentativeScene 1 -
Researching the ProductScene 1 - Knowledge CheckScene 1 -
Wrap-UpScenario 2IntroductionOverviewScene 2 - Answering
PhonesScene 2 - Working Through IssuesScene 2 - Resolving
IssuesScene 2 - Dealing with Customer SupportScene 2 -
Knowledge CheckScene 2 - Wrap-UpScenario
3IntroductionOverviewScene 3 - Researching a WebsiteScene 3
- Providing ServiceScene 3 - Representative KnowledgeScene 3
- Product Features5.6 Scene 3 - Knowledge CheckScene 3 -
Wrap-UpScenario 4IntroductionOverviewScene 4 - Support Pros
and ConsScene 4 - Comparing Answering SystemsScene 4 -
Company Reputation6.5 Scene 4 - Knowledge CheckScene 4 -
Wrap-UpScenario5IntroductionOverviewScene 5 - Second In-
Person MeetingScene 5 - Second Phone ConversationScene 5 -
Company FeaturesScene 5 - Knowledge CheckScene 5 - Wrap-
Up

1 Published by CCCOnline ccco.desire2learn.org MAR160 Mod.docx

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