Question 1

When recruiting super-users, the most effective rewards will be:

Accepted Answer

A)  monetary 
B)  social 
C)  sample products 
D)  b and c 
A)  monetary 
B)  social 
C)  sample products 
D)  b and c D

Question 2

The 1-9-90 dynamic is most akin to:

Accepted Answer

A)  exponential distribution 
B)  a bell curve 
C)  a power law distribution 
D)  a normal distribution 
A)  exponential distribution 
B)  a bell curve 
C)  a power law distribution 
D)  a normal distribution C

Question 3

You've been appointed as the new chief marketing officer (CMO) for a large packaged-goods company. Your CEO has decided that your company will be the premier "relationship" company in your industry.
a. What could that mean?
b. How will you execute that?
c. What will you use as data collection tools?
d. What role will interactivity play in your plans?
e. What role will e-mail play? Mobile devices? Social networking platforms? Be as specific as you can.

Accepted Answer

a. Being the premier "relationship" company in the packaged-goods industry could mean that our company will prioritize building and maintaining strong, long-term relationships with our customers, suppliers, and other stakeholders. This could involve personalized marketing, exceptional customer service, and a focus on customer loyalty and retention.

b. To execute this vision, we will need to prioritize customer relationship management (CRM) strategies, invest in customer data analytics to better understand our customers' needs and preferences, and tailor our marketing efforts to build and maintain strong relationships with our customers. We will also need to focus on building strong relationships with our suppliers and other business partners to ensure a seamless and efficient supply chain.

c. To collect data, we will use a variety of tools such as customer surveys, purchase history analysis, social media monitoring, and website analytics. We will also invest in CRM software to track and manage customer interactions and data.

d. Interactivity will play a crucial role in our plans, as we will prioritize two-way communication with our customers through various channels such as social media, online chat support, and interactive marketing campaigns. This will allow us to better understand our customers' needs and preferences and tailor our marketing efforts accordingly.

e. Email will play a significant role in our marketing efforts, as we will use personalized email marketing campaigns to engage with our customers and provide them with relevant and valuable content. Mobile devices will also be a key focus, as we will optimize our website and marketing materials for mobile use and potentially develop a mobile app for easier customer interaction. Social networking platforms will be utilized for customer engagement, brand building, and targeted advertising to reach and connect with our target audience.

Question 4

Which of the following is not a likely financial benefit of using social media?

Accepted Answer

A)  increased buzz around a brand, product, or service online, potentially increasing sales across channels 
B)  improved search results from customer conversation about an organization, potentially driving more traffic to the company's Web site 
C)  more influence in offline referrals, leading to more deal closings 
D)  customers helping other customers online, reducing service costs 
A)  increased buzz around a brand, product, or service online, potentially increasing sales across channels 
B)  improved search results from customer conversation about an organization, potentially driving more traffic to the company's Web site 
C)  more influence in offline referrals, leading to more deal closings 
D)  customers helping other customers online, reducing service costs

Question 5

In a customer-strategy enterprise, what is the primary reason to use social media?

Accepted Answer

A)  to keep up with competition 
B)  to increase possibilities for dialogue and collaboration 
C)  to build customer relationships 
D)  to control brand image 
E)  to take advantage of new sales channels 
A)  to keep up with competition 
B)  to increase possibilities for dialogue and collaboration 
C)  to build customer relationships 
D)  to control brand image 
E)  to take advantage of new sales channels

Question 6

Answer all the questions in question 1 as the new CMO for a large automotive company.

Accepted Answer

As the new CMO for a large automotive co

Question 7

The blogs that draw the most readers tend to have all of the following characteristics except:

Accepted Answer

A)  employees that post about their personal lives 
B)  employees that mostly post about products 
C)  content monitored as little as possible 
D)  rules applied to avoid legal issues 
A)  employees that post about their personal lives 
B)  employees that mostly post about products 
C)  content monitored as little as possible 
D)  rules applied to avoid legal issues

Question 8

Another term for contributing to open source projects is:

Accepted Answer

A)  super-user 
B)  crowd service 
C)  self-service 
D)  social media 
A)  super-user 
B)  crowd service 
C)  self-service 
D)  social media

Question 9

Answer all the questions in question 1 as the new CMO for a retail shoe chain.

Accepted Answer

As the new CMO for a retail shoe chain,

Question 10

Social media has resulted in all of the following except:

Accepted Answer

A)  increased capacity to deceive 
B)  decreased capacity to deceive 
C)  higher ethical expectations 
D)  decreased spin 
A)  increased capacity to deceive 
B)  decreased capacity to deceive 
C)  higher ethical expectations 
D)  decreased spin

Question 11

The average percentage of users who participate in an online community is:

Accepted Answer

A)  1% 
B)  9% 
C)  10% 
D)  90% 
A)  1% 
B)  9% 
C)  10% 
D)  90%

Question 12

Answer all the questions in question 1 as the new CMO (equivalent) for the U.S. Navy.

Accepted Answer

As the new Chief Medical Officer (equiva

Question 13

When listening to customer conversations online, the primary things to monitor are:

Accepted Answer

A)  brand and customer 
B)  brand and competition 
C)  customer and competition 
D)  super-users and responders 
A)  brand and customer 
B)  brand and competition 
C)  customer and competition 
D)  super-users and responders

Question 14

An enterprise seeking to create an online community to encourage crowd service would likely do all of the following except:

Accepted Answer

A)  invite super-users to join the community 
B)  provide economic rewards for participating 
C)  advertise the community 
D)  provide a means for users to rate super-users' answers 
A)  invite super-users to join the community 
B)  provide economic rewards for participating 
C)  advertise the community 
D)  provide a means for users to rate super-users' answers

When recruiting super-users, the most effective rewards will be:

The 1-9-90 dynamic is most akin to:

Which of the following is not a likely financial benefit of using social media?

In a customer-strategy enterprise, what is the primary reason to use social media?

Answer all the questions in question 1 as the new CMO for a large automotive company.

The blogs that draw the most readers tend to have all of the following characteristics except:

Another term for contributing to open source projects is:

Answer all the questions in question 1 as the new CMO for a retail shoe chain.

Social media has resulted in all of the following except:

The average percentage of users who participate in an online community is:

Answer all the questions in question 1 as the new CMO (equivalent) for the U.S. Navy.

When listening to customer conversations online, the primary things to monitor are:

An enterprise seeking to create an online community to encourage crowd service would likely do all of the following except:

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

Interacting With Customers: Customer Collaboration Strategy

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

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Exam 8: Customer Insight, Dialogue, and Social Media

When recruiting super-users, the most effective rewards will be:

The 1-9-90 dynamic is most akin to:

Which of the following is not a likely financial benefit of using social media?

In a customer-strategy enterprise, what is the primary reason to use social media?

Answer all the questions in question 1 as the new CMO for a large automotive company.

The blogs that draw the most readers tend to have all of the following characteristics except:

Another term for contributing to open source projects is:

Answer all the questions in question 1 as the new CMO for a retail shoe chain.

Social media has resulted in all of the following except:

The average percentage of users who participate in an online community is:

Answer all the questions in question 1 as the new CMO (equivalent) for the U.S. Navy.

When listening to customer conversations online, the primary things to monitor are:

An enterprise seeking to create an online community to encourage crowd service would likely do all of the following except:

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

Interacting With Customers: Customer Collaboration Strategy

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