Deck 9: Recover the Potentially Lost Customer

Question 1

Describe the costs of finding new customers versus those of retaining current customers.

Answer 1

See text.

Question 2

Discuss the numbers behind selling to lost customers versus selling to new customers.

Answer 2

See "Understand the Case for Customer Recovery."

Question 3

What percentage of its customers will an average company lose every five years?

A) 23%
B) 75%
C) 50%
D) none of the above

Answer 3

50%

Question 4

Customer recovery is best defined as:

A) the effort to satisfy unhappy customers to prevent their leaving.
B) getting back customers who have defected to another business.
C) both A and B
D) neither A nor B

Question 5

British Airways finds that "recovered"customers give the airline more of their business after they have been won back.

Question 6

Managers who thought they did know their company's loss rates said they lost how many customers every year?

A) 9-11%
B) 7-8%
C) 3-4%
D) 9-13%

Question 7

Deciding that the customer is always right is:

A) the best way to keep customers loyal.
B) difficult to do, but important.
C) less effective than deciding to always solve the problem.
D) all of the above

Question 8

Before you can feel the customer's pain, you need to make sure you have a clear understanding of the problem.

Question 9

Giving something to the customer to make up for the problem they have had is:

A) going to reduce profitability in the long run.
B) bad business; it causes them to complain more to get more free stuff.
C) symbolic atonement.
D) none of the above

Question 10

Every person's primary motivation is:

A) self-interest.
B) money.
C) value.
D) pride.

Question 11

Positive language conveys more of what than negative language?

A) information
B) helpfulness
C) productive attitude
D) all of the above

Question 12

Rehashing a bad customer interaction is a good way to learn from it.

Question 13

Abrasiveness refers to:

A) attitude.
B) tone of voice.
C) irritating manner or tone.
D) all of the above

Question 14

Assertiveness and abrasiveness are:

A) different.
B) often confused.
C) complementary.
D) identical.

Question 15

A good strategy with an angry customer is to:

A) be supportive once they start listening.
B) let them blow off steam until they calm down.
C) remember that they are no longer rational.
D) all of the above

Question 16

To be assertive is to be pleasantly direct.

Question 17

Which of the following behaviors is NOT characteristic of aggressive people?

A) setting themselves up for retaliation
B) using emotionally charged terms for emphasis
C) using carefully chosen words to avoid manipulation
D) being superior

Question 18

To avoid the "blanket tone"you should:

A) express ideas in terms of individual benefit.
B) use words that convey emotion.
C) vary your pitch and rate.
D) all of the above