Question 1

Response rate for consumer direct mail (as of 2010) was approximately?

Accepted Answer

A)  1% 
B)  3% 
C)  10% 
D)  20% 
A)  1% 
B)  3% 
C)  10% 
D)  20%

Question 2

Which of the following is not a pre-transaction element of customer service?

Accepted Answer

A)  Customer service authority 
B)  Customer service policies 
C)  Information system development 
D)  Order entry 
A)  Customer service authority 
B)  Customer service policies 
C)  Information system development 
D)  Order entry

Question 3

Customers should be segmented prior to customer information being collected.

Accepted Answer

A) True 
 B)False

Question 4

"A person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing that customer" refers to a?

Accepted Answer

A)  Preferred customer 
B)  Profitable customer 
C)  Positive customer 
D)  Perfect customer 
A)  Preferred customer 
B)  Profitable customer 
C)  Positive customer 
D)  Perfect customer

Question 5

External customer service audits are used to?

Accepted Answer

A)  Identify service characteristics that are important to customers as well as their performance expectations for each characteristic 
B)  Identify problematic customers for further customer service attention 
C)  Identify customers who have received excellent customer service 
D)  Reward employees for providing excellent customer service 
A)  Identify service characteristics that are important to customers as well as their performance expectations for each characteristic 
B)  Identify problematic customers for further customer service attention 
C)  Identify customers who have received excellent customer service 
D)  Reward employees for providing excellent customer service

Question 6

Harley-Davidson's creation of Harley Owners Groups on the company's website is an example of what type of customer relationship initiative?

Accepted Answer

A)  Product customization 
B)  Engaging customers using social media 
C)  Building customer communities 
D)  Customer loyalty program 
A)  Product customization 
B)  Engaging customers using social media 
C)  Building customer communities 
D)  Customer loyalty program

Question 7

What is the customer lifetime value of a customer that that generates $1,000 (on average) of annual sales? Assume a 7% discount rate, a 15% profit margin, and a customer expected lifetime of 10 years.

Accepted Answer

A)  $140 
B)  $1,054 
C)  $21 
D)  Cannot be determined from the information given 
A)  $140 
B)  $1,054 
C)  $21 
D)  Cannot be determined from the information given

Question 8

The book CRM Unplugged: Releasing CRM's Strategic Value details three questions that companies should answer prior to implementing a customer service improvement initiative. Which of the following questions is not one of the three?

Accepted Answer

A)  What is the expected effect on the firm's profitability? 
B)  What is the value being added and for which customers? 
C)  At what cost to existing customer goodwill is this improvement being made? 
D)  Does it strengthen or dilute the firm's competitive strategy? 
A)  What is the expected effect on the firm's profitability? 
B)  What is the value being added and for which customers? 
C)  At what cost to existing customer goodwill is this improvement being made? 
D)  Does it strengthen or dilute the firm's competitive strategy?

Question 9

After customer segmentation, which activity takes place?

Accepted Answer

A)  Determine which customers to target with marketing 
B)  Determine appropriate communications channels 
C)  Determine which customers to target with marketing and determine appropriate communications channels 
D)  An activity other than determining which customers to target with marketing or determining appropriate communications channels 
A)  Determine which customers to target with marketing 
B)  Determine appropriate communications channels 
C)  Determine which customers to target with marketing and determine appropriate communications channels 
D)  An activity other than determining which customers to target with marketing or determining appropriate communications channels

Question 10

The overall objective of an internal customer service audit is to?

Accepted Answer

A)  Identify customer service objectives for future initiatives 
B)  Identify employees that are failing to perform adequately 
C)  Identify any inconsistencies between the firm's practice of customer service and the actual requirements of its customers 
D)  Identify customers that frequently interact with the firm 
A)  Identify customer service objectives for future initiatives 
B)  Identify employees that are failing to perform adequately 
C)  Identify any inconsistencies between the firm's practice of customer service and the actual requirements of its customers 
D)  Identify customers that frequently interact with the firm

Question 11

Describe the development of a social media customer relationship campaign for a (hypothetical) new clothing store. How would this campaign connect with customers to build and support relationships?

Accepted Answer

A successful answer should provide at le

Question 12

Assume that a grocery store is considering a customer service initiative where each customer's groceries are loaded into the customers' cars by a store employee. Based on the CRM Unplugged litmus test questions, is this customer service initiative worthwhile?

Accepted Answer

A successful answer will attempt to answ

Question 13

Which customer service strategy element is achieved when customer service meets or exceeds customer expectations?

Accepted Answer

A)  High quality customer service 
B)  Creating value with customer service 
C)  Customer contact centers 
D)  Outsourcing customer service 
A)  High quality customer service 
B)  Creating value with customer service 
C)  Customer contact centers 
D)  Outsourcing customer service

Question 14

A coffee shop instructing their servers to add decorative designs to the foam on coffee drinks is seeking to maximize which basic customer service principle?

Accepted Answer

A)  Recovery 
B)  Reliability 
C)  Fairness 
D)  Wow factor 
A)  Recovery 
B)  Reliability 
C)  Fairness 
D)  Wow factor

Question 15

Which of the following is an incorrect match of customer service performance measure type and measure?

Accepted Answer

A)  Pre-transaction measure $\rightarrow$  Number of sales calls made 
B)  Transaction measures $\rightarrow$  Time to seat customer 
C)  Transaction measures $\rightarrow$  Percentage of shipments damaged 
D)  Post-transaction measures $\rightarrow$  Number of service requests 
A)  Pre-transaction measure $\rightarrow$  Number of sales calls made 
B)  Transaction measures $\rightarrow$  Time to seat customer 
C)  Transaction measures $\rightarrow$  Percentage of shipments damaged 
D)  Post-transaction measures $\rightarrow$  Number of service requests

Question 16

Program ROI is determined by which of the following?

Accepted Answer

A)  Additional profit generated/program investment 
B)  # of customers lost/total # of customers 
C)  # new customers generated/program investment 
D)  # of key customers/total # of customers 
A)  Additional profit generated/program investment 
B)  # of customers lost/total # of customers 
C)  # new customers generated/program investment 
D)  # of key customers/total # of customers

Question 17

The customer service process provides direction for the design and delivery of high-value customer service activities.

Accepted Answer

A) True 
 B)False

Question 18

A company collecting demographic information about its customers would most likely try to capture which of the following kinds of information?

Accepted Answer

A)  Previous customer responses to advertisements 
B)  History of customer sales calls 
C)  Customer age 
D)  Customer purchase history 
A)  Previous customer responses to advertisements 
B)  History of customer sales calls 
C)  Customer age 
D)  Customer purchase history

Question 19

Percentage of customers complaining during transactions is what type of customer service performance measure?

Accepted Answer

A)  Non-transaction 
B)  Transaction 
C)  Pre-transaction 
D)  Post-transaction 
A)  Non-transaction 
B)  Transaction 
C)  Pre-transaction 
D)  Post-transaction

Question 20

All of the following are examples of customer service failures except?

Accepted Answer

A)  Stockouts 
B)  Product failure 
C)  Failure to adhere to customer service policies 
D)  Late deliveries 
A)  Stockouts 
B)  Product failure 
C)  Failure to adhere to customer service policies 
D)  Late deliveries

Response rate for consumer direct mail (as of 2010) was approximately?

Which of the following is not a pre-transaction element of customer service?

Customers should be segmented prior to customer information being collected.

"A person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing that customer" refers to a?

External customer service audits are used to?

Harley-Davidson's creation of Harley Owners Groups on the company's website is an example of what type of customer relationship initiative?

What is the customer lifetime value of a customer that that generates $1,000 (on average) of annual sales? Assume a 7% discount rate, a 15% profit margin, and a customer expected lifetime of 10 years.

The book CRM Unplugged: Releasing CRM's Strategic Value details three questions that companies should answer prior to implementing a customer service improvement initiative. Which of the following questions is not one of the three?

After customer segmentation, which activity takes place?

The overall objective of an internal customer service audit is to?

Describe the development of a social media customer relationship campaign for a (hypothetical) new clothing store. How would this campaign connect with customers to build and support relationships?

Assume that a grocery store is considering a customer service initiative where each customer's groceries are loaded into the customers' cars by a store employee. Based on the CRM Unplugged litmus test questions, is this customer service initiative worthwhile?

Which customer service strategy element is achieved when customer service meets or exceeds customer expectations?

A coffee shop instructing their servers to add decorative designs to the foam on coffee drinks is seeking to maximize which basic customer service principle?

Which of the following is an incorrect match of customer service performance measure type and measure?

Program ROI is determined by which of the following?

The customer service process provides direction for the design and delivery of high-value customer service activities.

A company collecting demographic information about its customers would most likely try to capture which of the following kinds of information?

Percentage of customers complaining during transactions is what type of customer service performance measure?

All of the following are examples of customer service failures except?

Operations Management, Processes, and Supply Chain Management

Corporate Strategy, Performance, and Sustainability

Product Design and Development

Process Design and Capacity Management

Demand Management, Forecasting, and Aggregate Planning

Independent Demand Inventory Management

Material Flow Analysis and Facility Layouts

Supplement: Job Scheduling and Vehicle Routing

Lean Systems

Managing Customer and Work Flows

Managing Information Flowsmrp and Erp

Managing Projects

Six Sigma Quality Management

Supplement: Statistical Quality Control

Global Supply Management

Location, Logistics, and Product Returns

Integrating Processes Along the Supply Chain

Filters

Exam 5: Customer Relationships and Customer Service

Response rate for consumer direct mail (as of 2010) was approximately?

Which of the following is not a pre-transaction element of customer service?

Customers should be segmented prior to customer information being collected.

"A person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company's cost stream of attracting, selling, and servicing that customer" refers to a?

External customer service audits are used to?

Harley-Davidson's creation of Harley Owners Groups on the company's website is an example of what type of customer relationship initiative?

What is the customer lifetime value of a customer that that generates $1,000 (on average) of annual sales? Assume a 7% discount rate, a 15% profit margin, and a customer expected lifetime of 10 years.

The book CRM Unplugged: Releasing CRM's Strategic Value details three questions that companies should answer prior to implementing a customer service improvement initiative. Which of the following questions is not one of the three?

After customer segmentation, which activity takes place?

The overall objective of an internal customer service audit is to?

Describe the development of a social media customer relationship campaign for a (hypothetical) new clothing store. How would this campaign connect with customers to build and support relationships?

Assume that a grocery store is considering a customer service initiative where each customer's groceries are loaded into the customers' cars by a store employee. Based on the CRM Unplugged litmus test questions, is this customer service initiative worthwhile?

Which customer service strategy element is achieved when customer service meets or exceeds customer expectations?

A coffee shop instructing their servers to add decorative designs to the foam on coffee drinks is seeking to maximize which basic customer service principle?

Which of the following is an incorrect match of customer service performance measure type and measure?

Program ROI is determined by which of the following?

The customer service process provides direction for the design and delivery of high-value customer service activities.

A company collecting demographic information about its customers would most likely try to capture which of the following kinds of information?

Percentage of customers complaining during transactions is what type of customer service performance measure?

All of the following are examples of customer service failures except?

Operations Management, Processes, and Supply Chain Management

Corporate Strategy, Performance, and Sustainability

Product Design and Development

Process Design and Capacity Management

Demand Management, Forecasting, and Aggregate Planning

Independent Demand Inventory Management

Material Flow Analysis and Facility Layouts

Supplement: Job Scheduling and Vehicle Routing

Lean Systems

Managing Customer and Work Flows

Managing Information Flowsmrp and Erp

Managing Projects

Six Sigma Quality Management

Supplement: Statistical Quality Control

Global Supply Management

Location, Logistics, and Product Returns

Integrating Processes Along the Supply Chain

Filters