Question 1

________ is/are the pattern of shared values and beliefs and provide(s) rules for behaviour in the organisation.

Accepted Answer

A) Organisational structure 
B) Organisation charts 
C) Corporate rules 
D) Culture 
E) Corporate communication 
A) Organisational structure 
B) Organisation charts 
C) Corporate rules 
D) Culture 
E) Corporate communication

Question 2

Standardisation cannot occur in highly customised services such as medical treatment.

Accepted Answer

A) True 
 B)False

Question 3

Customer perceptions of responsiveness are directly influenced by interactions with:

Accepted Answer

A) sales people 
B) marketers 
C) frontline personnel 
D) staff personnel 
E) boundary spanners 
A) sales people 
B) marketers 
C) frontline personnel 
D) staff personnel 
E) boundary spanners

Question 4

Customer service is not always consistent with organisational profit.Discuss this statement and justify your answer in terms of an effective customer service organisation.

Accepted Answer

Customer service is not always consisten

Question 5

To be able to monitor standards, broad customer expectations must be converted into specific behaviours and actions.

Accepted Answer

A) True 
 B)False

Question 6

Why are service firms today adding technology to customer service activities?

Accepted Answer

A) To increase face-to-face interactions 
B) To improve both operational efficiency and customer service 
C) To loosen ties with customers 
D) To limit the data they collect about customers 
E) To trade off operational efficiency and customer service 
A) To increase face-to-face interactions 
B) To improve both operational efficiency and customer service 
C) To loosen ties with customers 
D) To limit the data they collect about customers 
E) To trade off operational efficiency and customer service

Question 7

A major future challenge for service organisations in their quest to provide high customer standards is managing the network of customer service function suppliers.

Accepted Answer

A) True 
 B)False

Question 8

All of the following are typical components of the 'Flower of Service' EXCEPT:

Accepted Answer

A) order taking 
B) billing 
C) payment 
D) consultation 
E) market research 
A) order taking 
B) billing 
C) payment 
D) consultation 
E) market research

Question 9

All of the following are methods to be used when developing guidelines for effective program implementation: train and educate employees; educate customers; recruit the right employees.

Accepted Answer

A) True 
 B)False

Question 10

Good internal monitoring systems are necessary when:

Accepted Answer

A) service is instantaneous 
B) it takes longer for service delivery 
C) customers need information on work-in-progress 
D) service is technology-enabled 
E) b and c 
A) service is instantaneous 
B) it takes longer for service delivery 
C) customers need information on work-in-progress 
D) service is technology-enabled 
E) b and c

Question 11

A service that is capacity constrained needs to offer a queuing or reservation system to its customers.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is the most effective way to get both customer satisfaction and operational efficiency right?

Accepted Answer

A) Marketing works independently to stay focused on marketing. 
B) Frontline employees engage in task-oriented activities involving customer interactions. 
C) Management adds enough staff to prevent customers from having to wait for service. 
D) Marketing and operations departments work together to implement standards. 
E) None of the above; companies must choose one goal or the other. 
A) Marketing works independently to stay focused on marketing. 
B) Frontline employees engage in task-oriented activities involving customer interactions. 
C) Management adds enough staff to prevent customers from having to wait for service. 
D) Marketing and operations departments work together to implement standards. 
E) None of the above; companies must choose one goal or the other.

Question 13

There is now ample evidence that ________ employees make for ________ customers.

Accepted Answer

A) satisfied; satisfied 
B) efficient; satisfied 
C) organised; satisfied 
D) satisfied; dissatisfied 
E) speedy; dissatisfied 
A) satisfied; satisfied 
B) efficient; satisfied 
C) organised; satisfied 
D) satisfied; dissatisfied 
E) speedy; dissatisfied

Question 14

A customer service audit allows service firms to anticipate customer reactions to innovative service delivery processes.

Accepted Answer

A) True 
 B)False

Question 15

'Customer service' is:

Accepted Answer

A) something that happens at a complaints desk 
B) something that happens in a customer service department 
C) something that should be built into the very fabric of the total service delivery system 
D) something that happens in a service marketing department 
E) none of the above 
A) something that happens at a complaints desk 
B) something that happens in a customer service department 
C) something that should be built into the very fabric of the total service delivery system 
D) something that happens in a service marketing department 
E) none of the above

Question 16

A call centre's managers are concerned about improving operational efficiency.With what other consideration should they balance this concern?

Accepted Answer

A) Proactive selling 
B) Costs of running the business 
C) Customer service 
D) Price of services 
E) The Flower of Service 
A) Proactive selling 
B) Costs of running the business 
C) Customer service 
D) Price of services 
E) The Flower of Service

Question 17

Which of the following should NOT be considered when implementing customer service programs?

Accepted Answer

A) Educating consumers 
B) Choosing the right staff 
C) Training and educating staff 
D) Evaluate performance regularly 
E) All of the above should be considered 
A) Educating consumers 
B) Choosing the right staff 
C) Training and educating staff 
D) Evaluate performance regularly 
E) All of the above should be considered

Question 18

More complex services generally require more customer service because:

Accepted Answer

A) inexperienced users may require assistance 
B) more things can go wrong in complex service encounters 
C) contingency plans may be needed for problem resolution 
D) a and b 
E) a, b and c 
A) inexperienced users may require assistance 
B) more things can go wrong in complex service encounters 
C) contingency plans may be needed for problem resolution 
D) a and b 
E) a, b and c

Question 19

The ultimate objective of a customer service program is to:

Accepted Answer

A) resolve the problem 
B) provide sympathy 
C) empathise with customers 
D) provide corporate excuses 
E) allow customers all the time they want to express their anger 
A) resolve the problem 
B) provide sympathy 
C) empathise with customers 
D) provide corporate excuses 
E) allow customers all the time they want to express their anger

Question 20

For services high in ________ or for first-time customers, credibility, trust and ________ will be linked to employee actions.

Accepted Answer

A) credence properties; confidence 
B) financial risk; value for money 
C) perceived risk; repeat purchases 
D) credence properties; word of mouth 
E) intangibility; reluctance to recommend 
A) credence properties; confidence 
B) financial risk; value for money 
C) perceived risk; repeat purchases 
D) credence properties; word of mouth 
E) intangibility; reluctance to recommend

________ is/are the pattern of shared values and beliefs and provide(s) rules for behaviour in the organisation.

Standardisation cannot occur in highly customised services such as medical treatment.

Customer perceptions of responsiveness are directly influenced by interactions with:

Customer service is not always consistent with organisational profit.Discuss this statement and justify your answer in terms of an effective customer service organisation.

To be able to monitor standards, broad customer expectations must be converted into specific behaviours and actions.

Why are service firms today adding technology to customer service activities?

A major future challenge for service organisations in their quest to provide high customer standards is managing the network of customer service function suppliers.

All of the following are typical components of the 'Flower of Service' EXCEPT:

All of the following are methods to be used when developing guidelines for effective program implementation: train and educate employees; educate customers; recruit the right employees.

Good internal monitoring systems are necessary when:

A service that is capacity constrained needs to offer a queuing or reservation system to its customers.

Which of the following is the most effective way to get both customer satisfaction and operational efficiency right?

There is now ample evidence that employees make for customers.

A customer service audit allows service firms to anticipate customer reactions to innovative service delivery processes.

'Customer service' is:

A call centre's managers are concerned about improving operational efficiency.With what other consideration should they balance this concern?

Which of the following should NOT be considered when implementing customer service programs?

More complex services generally require more customer service because:

The ultimate objective of a customer service program is to:

For services high in or for first-time customers, credibility, trust and will be linked to employee actions.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 11: Managing the customer service function

________ is/are the pattern of shared values and beliefs and provide(s) rules for behaviour in the organisation.

Standardisation cannot occur in highly customised services such as medical treatment.

Customer perceptions of responsiveness are directly influenced by interactions with:

Customer service is not always consistent with organisational profit.Discuss this statement and justify your answer in terms of an effective customer service organisation.

To be able to monitor standards, broad customer expectations must be converted into specific behaviours and actions.

Why are service firms today adding technology to customer service activities?

A major future challenge for service organisations in their quest to provide high customer standards is managing the network of customer service function suppliers.

All of the following are typical components of the 'Flower of Service' EXCEPT:

All of the following are methods to be used when developing guidelines for effective program implementation: train and educate employees; educate customers; recruit the right employees.

Good internal monitoring systems are necessary when:

A service that is capacity constrained needs to offer a queuing or reservation system to its customers.

Which of the following is the most effective way to get both customer satisfaction and operational efficiency right?

There is now ample evidence that ________ employees make for ________ customers.

A customer service audit allows service firms to anticipate customer reactions to innovative service delivery processes.

'Customer service' is:

A call centre's managers are concerned about improving operational efficiency.With what other consideration should they balance this concern?

Which of the following should NOT be considered when implementing customer service programs?

More complex services generally require more customer service because:

The ultimate objective of a customer service program is to:

For services high in ________ or for first-time customers, credibility, trust and ________ will be linked to employee actions.

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

There is now ample evidence that employees make for customers.

For services high in or for first-time customers, credibility, trust and will be linked to employee actions.