Question 1

Customer interaction is the responsibility of:

Accepted Answer

A)  the sales department 
B)  sales and marketing 
C)  sales, marketing, and customer service 
D)  sales, marketing, customer service, and upper management 
A)  the sales department 
B)  sales and marketing 
C)  sales, marketing, and customer service 
D)  sales, marketing, customer service, and upper management D

Question 2

A customer does something beneficial for the company, and then is rewarded for that action. This is called:

Accepted Answer

A)  an explicit bargain 
B)  an implicit bargain 
C)  an effective way to interact with a customer 
D)  b and c 
A)  an explicit bargain 
B)  an implicit bargain 
C)  an effective way to interact with a customer 
D)  b and c B

Question 3

Which of the following actions is not likely to increase customer trust?

Accepted Answer

A)  using an opt-out policy 
B)  making an explicit bargain 
C)  ensuring sales and channel partners have the same privacy protection policy 
D)  providing a clear privacy policy for customers to review 
A)  using an opt-out policy 
B)  making an explicit bargain 
C)  ensuring sales and channel partners have the same privacy protection policy 
D)  providing a clear privacy policy for customers to review A

Question 4

The dialogue information of most interest to a company pertains to a customer's:

Accepted Answer

A)  actual value and potential value 
B)  satisfaction and lifetime value 
C)  needs and potential value 
D)  satisfaction and behavior 
A)  actual value and potential value 
B)  satisfaction and lifetime value 
C)  needs and potential value 
D)  satisfaction and behavior

Question 5

An effective Current State Touchmap includes all of the following aspects except:)

Accepted Answer

A)  recognition of different types of customers 
B)  graphical illustration of the enterprise's internal structure 
C)  analysis of the customer life cycle 
D)  customer satisfaction surveys 
A)  recognition of different types of customers 
B)  graphical illustration of the enterprise's internal structure 
C)  analysis of the customer life cycle 
D)  customer satisfaction surveys

Question 6

What is the difference between an implicit bargain and an explicit bargain? List three types of two-way, addressable media and how an enterprise might use them to create an explicit bargain with individual customers.

Accepted Answer

An implicit bargain is an agreement or u

Question 7

The primary goal of marketing in the context of interaction is:

Accepted Answer

A)  generating feedback from the customer 
B)  generating personalized, compelling messages about the company 
C)  generating the sale of a product 
D)  generating positive customer referrals 
A)  generating feedback from the customer 
B)  generating personalized, compelling messages about the company 
C)  generating the sale of a product 
D)  generating positive customer referrals

Question 8

Which of the following are not true of a company engaged in genuine dialogue with a customer?

Accepted Answer

A)  Parties at both ends have been clearly identified. 
B)  The customer should control the dialogue. 
C)  All parties in the dialogue must be able to participate in it. 
D)  All parties to a dialogue must want to participate in it. 
A)  Parties at both ends have been clearly identified. 
B)  The customer should control the dialogue. 
C)  All parties in the dialogue must be able to participate in it. 
D)  All parties to a dialogue must want to participate in it.

Question 9

An effective Future State Touchmap takes into account all of the "best practices" except:

Accepted Answer

A)  treating different customers differently 
B)  unique customer identification at all touchpoints 
C)  collecting as much customer information as possible 
D)  never asking for the same information twice 
A)  treating different customers differently 
B)  unique customer identification at all touchpoints 
C)  collecting as much customer information as possible 
D)  never asking for the same information twice

Question 10

Creating a "front door" for a company's Web site is an example of:

Accepted Answer

A)  business process reengineering 
B)  differentiating customers by needs 
C)  differentiating customers by value 
D)  touchmapping 
A)  business process reengineering 
B)  differentiating customers by needs 
C)  differentiating customers by value 
D)  touchmapping

Question 11

The three different dimensions of a customer's experience include:

Accepted Answer

A)  physical, emotional, intellectual 
B)  physical, emotional, interactive 
C)  physical, emotional, logical 
D)  physical, emotional, behavioral 
A)  physical, emotional, intellectual 
B)  physical, emotional, interactive 
C)  physical, emotional, logical 
D)  physical, emotional, behavioral

Question 12

Why is a complaining customer valuable to a customer-strategy enterprise? Explain at least three reasons. Why are fewer customers complaining, despite the fact that it's easier to complain than ever? How might a company encourage complaints?

Accepted Answer

A complaining customer is valuable to a

Question 13

Identify the six criteria for a genuine dialogue. Explain how each supports the definition of a genuine relationship from Chapter 2.

Accepted Answer

The six criteria for a genuine dialogue

Question 14

The following are examples of addressable media except:

Accepted Answer

A)  the Internet 
B)  television 
C)  Wi-Fi 
D)  voicemail 
A)  the Internet 
B)  television 
C)  Wi-Fi 
D)  voicemail

Question 15

Which of the following questions is not a Golden Question?

Accepted Answer

A)  Do you enjoy entertaining and having large parties at your home? 
B)  Do you eat out at restaurants more than once a week? 
C)  Do you believe it's important for your family to have one home-cooked meal every day? 
D)  When planning meals, do you prioritize eating healthfully or enjoying the meal? 
A)  Do you enjoy entertaining and having large parties at your home? 
B)  Do you eat out at restaurants more than once a week? 
C)  Do you believe it's important for your family to have one home-cooked meal every day? 
D)  When planning meals, do you prioritize eating healthfully or enjoying the meal?

Question 16

The customer experience dimension addressed by a Touchmap is:

Accepted Answer

A)  intellectual 
B)  interactive 
C)  logical 
D)  behavioral 
A)  intellectual 
B)  interactive 
C)  logical 
D)  behavioral

Question 17

If you were hired to create a Touchmap for an enterprise seeking to create better customer relationships, what steps would you complete? Explain each step and why it's important to representing a "customer eye's view" of the enterprise.

Accepted Answer

Creating a Touchmap for an enterprise se

Question 18

Complaining customers are valuable to a company because of their:
a. high loyalty
b. high potential value
c. data points on products and services
d. willingness to collaborate
e. all of the above

Accepted Answer

The answer of Complaining customers are valuable to a company...

Customer interaction is the responsibility of:

A customer does something beneficial for the company, and then is rewarded for that action. This is called:

Which of the following actions is not likely to increase customer trust?

The dialogue information of most interest to a company pertains to a customer's:

An effective Current State Touchmap includes all of the following aspects except:)

What is the difference between an implicit bargain and an explicit bargain? List three types of two-way, addressable media and how an enterprise might use them to create an explicit bargain with individual customers.

The primary goal of marketing in the context of interaction is:

Which of the following are not true of a company engaged in genuine dialogue with a customer?

An effective Future State Touchmap takes into account all of the "best practices" except:

Creating a "front door" for a company's Web site is an example of:

The three different dimensions of a customer's experience include:

Why is a complaining customer valuable to a customer-strategy enterprise? Explain at least three reasons. Why are fewer customers complaining, despite the fact that it's easier to complain than ever? How might a company encourage complaints?

Identify the six criteria for a genuine dialogue. Explain how each supports the definition of a genuine relationship from Chapter 2.

The following are examples of addressable media except:

Which of the following questions is not a Golden Question?

The customer experience dimension addressed by a Touchmap is:

If you were hired to create a Touchmap for an enterprise seeking to create better customer relationships, what steps would you complete? Explain each step and why it's important to representing a "customer eye's view" of the enterprise.

Complaining customers are valuable to a company because of their: a. high loyalty b. high potential value c. data points on products and services d. willingness to collaborate e. all of the above

Evolution of Relationships With Customers and Strategic Customer Experiences

The Thinking Behind Customer Relationships That Leads to Good Experiences

Customer Relationships: Building Blocks of IDIC and Trust

Identifying Customers

Differentiating Customers by Value: Some Customers Are Worth More Than Others

Differentiating Customers by Their Needs

Customer Insight, Dialogue, and Social Media

Privacy and Customer Feedback

The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

Optimizing Around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization

Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2

Future proofing the Customer-Centric Organization

Filters

Exam 7: Interacting With Customers: Customer Collaboration Strategy

Customer interaction is the responsibility of:

A customer does something beneficial for the company, and then is rewarded for that action. This is called:

Which of the following actions is not likely to increase customer trust?

The dialogue information of most interest to a company pertains to a customer's:

An effective Current State Touchmap includes all of the following aspects except:)

What is the difference between an implicit bargain and an explicit bargain? List three types of two-way, addressable media and how an enterprise might use them to create an explicit bargain with individual customers.

The primary goal of marketing in the context of interaction is:

Which of the following are not true of a company engaged in genuine dialogue with a customer?

An effective Future State Touchmap takes into account all of the "best practices" except:

Creating a "front door" for a company's Web site is an example of:

The three different dimensions of a customer's experience include:

Why is a complaining customer valuable to a customer-strategy enterprise? Explain at least three reasons. Why are fewer customers complaining, despite the fact that it's easier to complain than ever? How might a company encourage complaints?

Identify the six criteria for a genuine dialogue. Explain how each supports the definition of a genuine relationship from Chapter 2.

The following are examples of addressable media except:

Which of the following questions is not a Golden Question?

The customer experience dimension addressed by a Touchmap is:

If you were hired to create a Touchmap for an enterprise seeking to create better customer relationships, what steps would you complete? Explain each step and why it's important to representing a "customer eye's view" of the enterprise.

Complaining customers are valuable to a company because of their: a. high loyalty b. high potential value c. data points on products and services d. willingness to collaborate e. all of the above

Evolution of Relationships With Customers and Strategic Customer Experiences

The Thinking Behind Customer Relationships That Leads to Good Experiences

Customer Relationships: Building Blocks of IDIC and Trust

Identifying Customers

Differentiating Customers by Value: Some Customers Are Worth More Than Others

Differentiating Customers by Their Needs

Customer Insight, Dialogue, and Social Media

Privacy and Customer Feedback

The Payoff of IDIC: Using Mass Customization to Build Learning Relationships

Optimizing Around the Customer: Measuring the Success of Customer-Based Initiatives and the Customer-Centric Organization

Using Customer Analytics to Build the Success of the Customer-Strategy Enterprise

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 1

Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2

Future proofing the Customer-Centric Organization

Filters