Question 1

An organisation that builds lifetime customer value also builds competitive advantage.

Accepted Answer

A) True 
 B)False  True

Question 2

A bureaucratic organisation that protects budgets and numbers of staff may be fearful of change and innovation.

Accepted Answer

A) True 
 B)False  True

Question 3

Arnold has just purchased his first Apple product, an iPhone. What stage of engagement is Arnold in following this purchase?

Accepted Answer

A)  Growth through value creation 
B)  Conversion 
C)  Discovery 
D)  Consideration 
A)  Growth through value creation 
B)  Conversion 
C)  Discovery 
D)  Consideration B

Question 4

Reflect on your experience of satisfaction or dissatisfaction with a product or service. Did you complain? If not, why not? If so, how did the organisation respond? Draw from concepts discussed in Chapter 10 in your response.

Accepted Answer

Reflecting on my experience with satisfa

Question 5

What are the five stages of customer engagement, and what strategies should organisations employ to meet customers' needs at each stage?

Accepted Answer

The five stages of customer engagement a

Question 6

What can help create a positive impression in customer service?

Accepted Answer

A)  Good interpersonal skills 
B)  Using passive listening skills 
C)  Offering cheap goods and services 
D)  Offering bonus buys 
A)  Good interpersonal skills 
B)  Using passive listening skills 
C)  Offering cheap goods and services 
D)  Offering bonus buys

Question 7

Enabling customers to communicate perceptions of a product on Twitter and then continue the same conversation in a text message thread or on a phone call is an example of omni-channel customer service.

Accepted Answer

A) True 
 B)False

Question 8

When a customer reads reviews of a product on a website, the customer is in the conversion stage of engagement.

Accepted Answer

A) True 
 B)False

Question 9

If there is an inability to create customer profiles based on customers' past behaviour, then the barrier to engagement is lack of resources.

Accepted Answer

A) True 
 B)False

Question 10

Marcello is conducting a survey to identify the needs, wants and perceptions of potential customers. The insight Marcello is looking for is known as

Accepted Answer

A)  customer engagement. 
B)  voice of the customer. 
C)  growth through value creation. 
D)  customer barriers. 
A)  customer engagement. 
B)  voice of the customer. 
C)  growth through value creation. 
D)  customer barriers.

Question 11

Some aspects of customer experience are outside of organisational control.

Accepted Answer

A) True 
 B)False

Question 12

Customer loyalty is built as customers' needs are met.

Accepted Answer

A) True 
 B)False

Question 13

A single communication channel should be available to customers to commence, continue and complete interactions with the organisation.

Accepted Answer

A) True 
 B)False

Question 14

Describe the communication skills required in customer relations and provide examples.

Accepted Answer

Effective communication skills are essen

Question 15

Organisations focusing on customer experience view technology as the main product to deliver service to customers.

Accepted Answer

A) True 
 B)False

Question 16

An effective research program should gather information

Accepted Answer

A)  on rates of customer retention. 
B)  about levels of customer complaints. 
C)  that is qualitative and quantitative in nature. 
D)  about the customer's former supplier. 
A)  on rates of customer retention. 
B)  about levels of customer complaints. 
C)  that is qualitative and quantitative in nature. 
D)  about the customer's former supplier.

Question 17

If a customer is upset and communicates in outbursts, it is acceptable for a customer service representative to react emotionally.

Accepted Answer

A) True 
 B)False

Question 18

The perception of an organisation held by customers is most immediately impacted by

Accepted Answer

A)  the way front-line staff behave. 
B)  the way in which an organisation treats its own staff. 
C)  the way complaints are managed. 
D)  the way customer expectations are met. 
A)  the way front-line staff behave. 
B)  the way in which an organisation treats its own staff. 
C)  the way complaints are managed. 
D)  the way customer expectations are met.

Question 19

The only aim of knowing about customer touch points is to find out how to provide satisfaction to customers.

Accepted Answer

A) True 
 B)False

Question 20

Organisations focusing on customer experience view technology as

Accepted Answer

A)  a product to deliver service to customers. 
B)  a platform for innovation and fostering better experiences. 
C)  a way to manage customer relationship management. 
D)  a way to monitor staff Internet usage. 
A)  a product to deliver service to customers. 
B)  a platform for innovation and fostering better experiences. 
C)  a way to manage customer relationship management. 
D)  a way to monitor staff Internet usage.

Exam 10: Customer Engagement

An organisation that builds lifetime customer value also builds competitive advantage.

A bureaucratic organisation that protects budgets and numbers of staff may be fearful of change and innovation.

Arnold has just purchased his first Apple product, an iPhone. What stage of engagement is Arnold in following this purchase?

Reflect on your experience of satisfaction or dissatisfaction with a product or service. Did you complain? If not, why not? If so, how did the organisation respond? Draw from concepts discussed in Chapter 10 in your response.

What are the five stages of customer engagement, and what strategies should organisations employ to meet customers' needs at each stage?

What can help create a positive impression in customer service?

Enabling customers to communicate perceptions of a product on Twitter and then continue the same conversation in a text message thread or on a phone call is an example of omni-channel customer service.

When a customer reads reviews of a product on a website, the customer is in the conversion stage of engagement.

If there is an inability to create customer profiles based on customers' past behaviour, then the barrier to engagement is lack of resources.

Marcello is conducting a survey to identify the needs, wants and perceptions of potential customers. The insight Marcello is looking for is known as

Some aspects of customer experience are outside of organisational control.

Customer loyalty is built as customers' needs are met.

A single communication channel should be available to customers to commence, continue and complete interactions with the organisation.

Describe the communication skills required in customer relations and provide examples.

Organisations focusing on customer experience view technology as the main product to deliver service to customers.

An effective research program should gather information

If a customer is upset and communicates in outbursts, it is acceptable for a customer service representative to react emotionally.

The perception of an organisation held by customers is most immediately impacted by

The only aim of knowing about customer touch points is to find out how to provide satisfaction to customers.

Organisations focusing on customer experience view technology as

Communication Foundations

Interpersonal Communication

Emotional Intelligence: Managing Self and Relationships

Negotiation and Conflict Management

Intercultural Communication

Communication Across the Organisation

Leadership

Team and Work Group Communication

Effective Meetings: Face-To-Face and Virtual

Public Relations

Managing Big Data and Knowledge

Researching and Processing Information

Conducting Surveys and Questionnaires

Critical Thinking, Argument, Logic and Persuasion

Communicating Through Visuals

Oral Presentations and Public Speaking

Writing for the Professions

Writing Correspondence, Emails and Short Reports

Writing Long Reports

Writing Reflective Journals

Academic Writing

Social Media

Writing for the Web

The Job Search, Résumés and Interviews in the Digital Era

Filters