Deck 4: Identifying Customers

Question 1

The customer-centric company would gather customer information by:

A) measuring average demand in groups of customers
B) measuring average demand based on customer-specific information
C) gathering customer-specific information
D) gathering customer-specific information and aggregate information

Answer 1

gathering customer-specific information and aggregate information

Question 2

The goal of identifying customers is:

A) developing a trusting customer relationship
B) recognizing each customer as that customer at every contact
C) linking customer data points to provide a full picture of the customer
D) a and b
E) b and c

Answer 2

b and c

Question 3

Which of the following companies would most likely have the easiest time recognizing customers at every interaction?

A) telecommunications companies
B) retail banks
C) consumer packaged goods companies
D) car manufacturers

Answer 3

telecommunications companies

Question 4

An enterprise's best first step to identifying customers is:

A) Make sure all departments have access to the identifying information a company already has, particularly front-line employees.
B) Take an inventory of all customer data available in any electronic format.
C) Get customers to identify themselves.
D) Develop a strong privacy protection policy.

Question 5

What should be the primary goal of frequency marketing programs?

A) to accumulate customer information by encouraging purchasers to identify themselves
B) to customize offerings to customers
C) to provide incentives to customers to gain purchasing loyalty
D) to establish a parity strategy

Question 6

Which of the following are not identification tasks?

A) analyze
B) secure
C) link
D) collaborate

Question 7

For a B2B company, what method would likely not help identify end users?

A) linking all customer data across departments, particularly for front-line employees
B) allowing customers to choose a specifically tailored instruction manual or training program for the product
C) gathering individual information during a maintenance or service call
D) providing a convenient reordering method for replenishable supplies the product might consume

Question 8

Which of the following is the role of the "Internet of Things" as identified by Rashi Glazer?

A) to help customers connect their private and public worlds
B) to help customers with smart products and help companies because the smart products talk to the company
C) to overcome the unwillingness of customers to give information
D) to connect all of a customer's products throughout her household or her office

Question 9

Establishing a trusting relationship in which a customer freely shares information with an enterprise will likely involve all of the following approaches except:

A) ensuring the customer database is updated at least weekly
B) integrating data across departments
C) establishing the goal of zero latency
D) establishing a strong privacy protection policy

Question 10

According to Rashi Glazer, smart markets are blurring boundaries between:

A) management and shareholders
B) firm and competitor
C) management and employees
D) firm and shareholders

Question 11

Identify three industries that may have difficulty identifying their end-user customers. What makes identifying customers difficult in this industry? How would each industry approach identifying their end users?

Question 12

Identify four tasks included in the definition of identifying customers. Describe each and provide a real-life application.

Question 13

List and describe the kind of customer data needed to recognize and identify customers.

Question 14

Name three reasons a customer might share information with a company-and three reasons why a customer might choose not to. Create a practical scenario in which a company successfully convinces a customer to share information freely.