Deck 20: Caring for Customers

Question 1

The type of seller or consumer who might provide a justifier would be:

A) an individual purchaser buying from a retailer.
B) a supplier selling to another business.
C) a retailer selling to an individual consumer.
D) a wholesaler purchasing from a supplier.
E) All of these response are correct.

Answer 1

B

Question 2

Which of the following is an example of an external customer of a furniture retailer?

A) A leather lounge suite supplier
B) A sales person
C) A contract delivery driver
D) A consumer purchasing a new lounge suite
E) The manager of despatch department

Answer 2

D

Question 3

Which of the following is not a way to increase the lifetime value of existing customers?

A) Extend the range of goods and services they buy from you.
B) Retain their business for longer.
C) Sell them more expensive items than they are currently buying.
D) Sell them more of what they are already buying from you.
E) Sell them similarly priced alternative products to what they are currently buying from you.

Answer 3

E

Question 4

Working with your customers to identify and agree on the critical few outcomes that really make a difference to them, and then examining your service delivery to find opportunities to delight your customers and make improvements is known as:

A) supply-chain analysis.
B) value chain analysis.
C) service-profit chain analysis.
D) risk analysis.
E) None of these responses are correct.

Question 5

Identifying precisely who your customers are and exactly what they want from you, and working with your service partners to provide it, means you are product-driven.

Question 6

The main benefit of obtaining feedback from lost customers is:

A) to find out why they left and try to attract them back.
B) to find out what your competitors are offering.
C) to fix the cause of why they left before other customers also leave.
D) to allow you to keep them on your database, thus making your business seem more valuable to shareholders than it actually is.
E) None of these responses are correct.

Question 7

Which of the following is a way to meet customers' psychological needs?

A) Make customers feel comfortable.
B) Make customers feel welcome.
C) Make customers feel important.
D) Make customers feel understood.
E) All of these responses are correct.

Question 8

Telling customers the truth, keeping their private information confidential and providing them with a service or product that does the job that it is presented as being able to do are all examples of upholding customers' rights.

Question 9

With which of the following types of support do individual employees need to be provided in order to be able to provide a level of service that will satisfy customers?

A) Streamlined procedures that build in quality and service
B) A customer service team culture that enables and encourages them to provide superior service to their internal customers
C) Training that enables and encourages them to provide superior service to their internal customers
D) A working environment that enables and encourages them to provide superior service to their internal customers
E) All of these responses are correct.

Question 10

An aspect of a service or a product that surprises customers in a wonderful way by exceeding their expectations to the extent that they will probably tell others about it is known as:

A) a need.
B) a want.
C) an expectation.
D) a benefit.
E) a delighter.

Question 11

What is the third and most recent approach, or era, of business capitalism that many organisations are now embracing?

A) Managerial capitalism
B) Shareholder-value capitalism
C) Customer-driven capitalism
D) Supplier-driven capitalism
E) None of these responses are correct.

Question 12

In the service-profit chain, what directly leads to increased customer satisfaction and loyalty?

A) Increased employee loyalty and productivity
B) Improved service to external customers
C) Employee satisfaction
D) Internal service quality
E) Higher profits

Question 13

Which of the following is an element of emotional satisfaction in customers?

A) Confidence
B) Integrity
C) Passion
D) Pride
E) All of these responses are correct.

Question 14

When American jeans maker Levi Strauss noted customers ripping their jeans, and subsequently released a line of ready-ripped jeans, its approach to improving the service provided to its customers involved:

A) asking customers about the products they wanted.
B) observing customers.
C) analysing the complaints of customers.
D) responding to the volume of sales to customers.
E) surveying customers.

Question 15

Which of the following types of record would be most likely to provide valuable information in relation to where problems with service are most likely to occur?

A) Records showing customers' payment and purchasing histories
B) Analytics, or 'big data', relating to purchasing habits and patterns
C) Records of customer compliments, complaints and problems
D) Warranty and service repair records
E) All of these responses are correct.

Question 16

Because of their ability to rationally qualify the service they receive, rationally satisfied customers contribute far more to the bottom line of a business than emotionally satisfied customers.

Question 17

Which of the following is not one of the steps to becoming a customer-driven work team?

A) Identify your customers, listen to them and make meeting or exceeding their needs and wants your primary goal.
B) Develop work procedures that reliably satisfy your customers.
C) Build a culture that focuses team members on their customers and providing what they want.
D) Provide a cheaper product than competitors by always matching or beating competitors' prices.
E) Use customer-friendly systems and policies to build strong relationships with your service partners.

Question 18

Moments of truth (MOTs) can occur with customers:

A) via an automated telephone system.
B) via an organisation's website.
C) via face-to-face contact.
D) via telephone contact.
E) All of these responses are correct.

Question 19

When selling a product or service to a customer, the most important thing to do is:

A) highlight any technical aspects or specifications.
B) present the features of the product or service.
C) present the benefits to the customer of the product or service.
D) focus on promoting your organisation's reputation.
E) criticise your competitors' products or services.

Question 20

The most effective way to handle a difficult customer complaint is to:

A) tell the customer you need to write down what they are saying, and then proceed to do so.
B) excuse yourself, and find a manager.
C) tell the customer that you will speak to them after they calm down.
D) raise your voice so that it is louder than the customer's, thus allowing you to take control of the situation.
E) tell the customer they will have to put their complaint in writing, and that nothing can be done until they do so.

Question 21

Once you have heard a customer's complaint in full and have come up with what you consider to be an appropriate solution to it, you should:

A) implement the solution.
B) submit your solution up the chain of command for approval.
C) inform the customer of your solution, and then implement it.
D) check with the customer that the solution is acceptable to them before implementing it.
E) None of these responses are correct.

Question 22

It is often an organisation's best and most loyal customers who complain about it.

Question 23

When handling an angry customer who is making a complaint, you should:

A) agree with what the customer is saying.
B) disagree with what the customer is saying.
C) agree to disagree with the customer.
D) agree with the customer either that they have a point or with the reason as to why they are upset.
E) agree with the customer's argument, but tell them that their attitude is unacceptable.

Question 24

Which of the following characteristics or abilities would be the most helpful in preventing you from taking complaints personally?

A) Communication skills
B) Having empathy
C) The ability to listen reflectively
D) High self-esteem
E) Strong interpersonal skills

Question 25

Which of the following the correct set of actions to follow when handling a customer complaint?

A) Take notes, offer explanations and listen.
B) Offer explanations, listen and take notes.
C) Listen and take notes, but do not offer explanations.
D) Take notes and listen, but do not offer explanations.
E) Offer explanations, take notes and listen.

Question 26

Handling a complaint well means that:

A) the way you deal with the complaint satisfies the customer.
B) the organisation does not have to bear any financial cost as a result of resolving the complaint.
C) the customer gets their own way.
D) the complaint is not escalated up the chain of command.
E) both parties agree to disagree.

Question 27

Which of the following statements would likely be least effective when handling customer complaints?

A) 'There's something else I can offer you instead…'
B) 'I hope the supplier can deliver it by Friday at the latest.'
C) 'The delivery van has already left, so there's nothing I can do until tomorrow.'
D) 'I can't throw it in for free, but I can offer you a 30 per cent reduction".
E) 'I would now like to show you an option which might just solve your problem.'

Question 28

If you are unable to resolve a customer's problem on the spot, you should:

A) tell them to come back another time.
B) refer the matter to another staff member.
C) add it to any other existing complaints requiring follow-up, and resolve each of them in the order in which they were received.
D) let them know you will get back to them and, when you next get a chance, follow it up and contact them.
E) let them know you will get back to them by a specific time with a solution, and do so.

Question 29

When managing your own emotions, it is important to:

A) breathe shallowly and slowly.
B) breathe shallowly and quickly.
C) breathe deeply and slowly.
D) breathe deeply and quickly.
E) hold your breath.

Question 30

Customer complaints should be viewed as:

A) a waste of time to be handled as quickly as possible.
B) a form of external performance review of staff from which punitive measures such as demotion and termination should, if required, result.
C) an opportunity for organisations to improve in areas where they are failing to satisfy their customers.
D) coming from customers who complain about every organisation, and therefore be largely ignored.
E) important, but not urgent.