Deck 10: Customer Engagement

Question 1

The staff of ABC Inc. passionately believe in the organisation's mission and work together to share the mission's impact with new hires at the organisation. This support of the mission is part of ABC Inc.'s

A) customer service.
B) customer engagement.
C) organisational culture.
D) customer experience ecosystem.

Answer 1

C

Question 2

The series of contacts or dealings a customer has when interacting with an organisation is the customer journey.

Answer 2

True

Question 3

The beginning stage where customers just find out about your company is the stage of discovery.

Answer 3

True

Question 4

The many critical moments when customers interact with the organisation and its offering on their way to purchase and after are known as

A) customer journeys.
B) touch points.
C) engagement stages.
D) customer experiences.

Question 5

Once a customer has made a purchase decision and has chosen a particular brand, which need should the brand meet?

A) Give post sales service
B) Offer compelling content
C) Get the word out
D) Get an idea of intended audience

Question 6

To create a positive impression and foster goodwill towards an organisation, staff need to

A) acknowledge and greet customers appropriately.
B) listen to customers' expressions of their needs with respect.
C) know their product and the service they are delivering.
D) All of the above

Question 7

Customer satisfaction occurs when organisations

A) build customer engagement around the customers' needs and expectations.
B) identify customers' needs and expectations.
C) meet the needs and expectations of customers.
D) improve the customer value package.

Question 8

A quality interaction between customer and service provider is

A) a sign of goodwill between the organisation and its customers.
B) dependent solely on good communication strategies.
C) the basis of quality customer service.
D) due to clever advertising.

Question 9

An effective research program should gather information

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 10

Growth through value creation is the stage of customer engagement that occurs when the customer has made a purchase decision and chooses your brand.

Question 11

What are the roles of strategy, staff and systems in providing a positive customer experience?

Question 12

Which of the following is not a measure of customer experience satisfaction?

A) Speed of answering the telephone
B) Customer surveys
C) Complaint analysis
D) Focus groups

Question 13

Which stage of customer engagement is associated with the need to get the word out?

A) Consideration
B) Unawareness
C) Discovery
D) Conversion

Question 14

When a product or service is considered, a good experience occurs when

A) the product or service meets or exceeds industry benchmark specifications.
B) product quality and customer service are brought together.
C) the product or service meets all organisational expectations.
D) the product or service meets all international standards organisation (ISO) benchmarks.

Question 15

To optimise a customer's satisfaction with your organisation, it is necessary to

A) provide a luxurious ambience or business environment.
B) tell them that they are dealing with the best company.
C) focus primarily on before-sales service.
D) make sure that everything you do is aimed at ensuring they have a positive experience.

Question 16

Customer satisfaction is really about

A) preparation, presentation and follow-up from product and service providers to reduce complaints.
B) collecting customer engagement data and then setting and maintaining minimum standards to reduce complaints.
C) listening to your customers and then telling them what they want to hear.
D) building an experience that meets or exceeds a customer's needs and expectations.

Question 17

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

Question 18

During which stage of customer engagement do you need to offer compelling content in order to get the customer to choose the brand?

A) Conversion
B) Discovery
C) Consideration
D) Unawareness

Question 19

Before an organisation develops an effective customer engagement strategy, it must

A) know its staff and product or service.
B) know the needs and expectations of its customers.
C) know what and how it can deliver.
D) All of the above

Question 20

Elaine first learned of the existence of the company EcoView when she received a business card from a product manager who works for the company. At this time, what stage of engagement was Elaine in?

A) Conversion
B) Consideration
C) Unawareness
D) Discovery

Question 21

Discuss the interaction of strategy, process and technology in customer relationship management. Give some examples to support your arguments.

Question 22

Some aspects of customer experience are outside of organisational control.

Question 23

What can help create a positive impression in customer service?

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

Question 24

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

Question 25

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

Question 26

Which of the following indicates the extent to which customers are committed to an organisation's products or services and the strength of customers' predisposition to select one brand over another?

A) Customer satisfaction
B) Customer engagement
C) Customer loyalty
D) Customer communication

Question 27

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

Question 28

Organisations focusing on customer experience view technology as

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.

Question 29

The interpersonal dimension of customer service is essential when fostering desired and unanticipated service for customers.

Question 30

Provision of 'desired service' increases satisfaction but, in the long run, customers may become used to it and consider it 'expected service'.

Question 31

The Internet and email have changed the way customers relate to customer service.

Question 32

In customer service-oriented organisations, social media

A) is a risk because dissatisfied customers can tell others about their negative experiences.
B) is a benefit because satisfied customers can tell others about their positive experiences.
C) can enable monitoring of customer experiences.
D) All of the above

Question 33

When there is insufficient communication with customers, what is the barrier to customer engagement?

A) Misalignment of strategies and actions
B) Short-term thinking
C) Fear of change and innovation
D) Informational flow

Question 34

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

Question 35

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

Question 36

The use of effective communication skills in customer service is critical because

A) such skills are 'best practice' and required in a global trading environment.
B) they allow the real needs of the customers to be addressed.
C) customers expect special treatment.
D) the organisation pays for staff to have such skills.

Question 37

What is the role of research in managing customer experience? List the ways in which customer satisfaction might be measured and discuss the advantages and disadvantages of each.

Question 38

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

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

Question 39

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

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

Question 40

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

Question 41

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

Question 42

Customer complaints can be turned into goodwill and future business.

Question 43

The best way to find out what customers really think about your organisation is to

A) look at the list of complaints coming in.
B) ask the front-line staff in your organisation.
C) listen to the customers.
D) ask people you know what they've heard about your organisation.

Question 44

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

Question 45

Throughout the complaint-handling process, confidentiality must be assured.

Question 46

Discuss ways an organisation can listen to its customers. What are the implications for organisations in offering a number of communication channels through which their customers can interact with front-line staff?

Question 47

How would you manage customer complaints and difficult situations?

Question 48

The intention when resolving customer complaints is to

A) prevent the customer from scaring off other potential customers.
B) turn customer complaints into goodwill and future business.
C) acknowledge that the complaint is justified and that the customer is always right.
D) limit the possibility of any future legal action.

Question 49

Who benefits from open and probing questions that ask for facts from a customer with a complaint?

A) The customer
B) The organisation
C) The customer and the organisation
D) None of the above

Question 50

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.

Question 51

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

Question 52

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.

Question 53

Customer service staff should be technically competent rather than emotionally competent.

Question 54

Customer loyalty is built as customers' needs are met.

Question 55

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

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.