New Owners of the Atlanta Falcons Wanted to Increase Attendance

New owners of the Atlanta Falcons wanted to increase attendance by giving customers want they wanted. After determining that family-oriented halftime shows was an important consideration for a large portion of its target market, the Falcons researched specific ideas such as fireworks displays, a battle of the bands featuring local high school bands, drawings for prizes and musical concerts. The additional research would have been done during which step of the developing customer-defined standards?

A) Developing feedback mechanisms for measurement of standards
B) Identifying existing or desired service encounter sequences
C) Establishing measures and target levels for standards
D) Deciding whether hard or soft standards are appropriate
E) Translating customer expectations into behaviors and actions for each service