Deck 11: Customer Service

Question 1

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

Answer 1

C

Question 2

Which phase\s of customer service influence\s the customer experience?

A)Search
B)Purchase
C)Consumption
D)After sales services

Answer 2

B

Question 3

Customer satisfaction is really about

A)preparation,presentation and follow-up from product and service providers to reduce complaints
B)collecting customer service 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

Answer 3

D

Question 4

Which is not a feature of customer experience management?

A)Encouraging an outside-in perspective
B)Servicing customer needs holistically
C)Making customer-centric decisions
D)Taking a business-first approach

Question 5

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 6

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 7

Customer Relationship Management is a business process that

A)categorises each customer
B)provides automation of customer service and reduces costs
C)combines strategy,process and technology to manage customer interaction
D)enables organisations to optimise the customer service experience

Question 8

An organisation that develops a strategy with a clear vision of the customer's potential experience is implementing

A)a customer satisfaction model
B)customer relationship management
C)customer experience management
D)a customer complaints resolution model

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

According to Jan Carlzon 1987,the 'moment of truth' in customer service refers to

A)the first and most lasting impression that a customer has of an organisation
B)the decision point where a customer decides to buy or not buy
C)the moment where an organisation's staff decide to address or rectify a complaint and so retain customer loyalty and goodwill
D)the moment where aggregated customer survey responses are made available to the providers of goods and services

Question 11

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 12

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 13

Before an organisation develops an effective customer service 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 14

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 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

An interaction that occurs between customers without the assistance of the organisation is

A)B2C
B)B2B
C)P2P
D)internal

Question 17

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 18

Customer value means

A)customers are getting good value for their dollar
B)organisations value their customers and focus on keeping them
C)organisations focus on providing satisfaction for their customers
D)measurements are in place that clearly demonstrate the value of customers

Question 19

The key focus of customer experience management is gauging

A)a customer's potential interaction with the organisation
B)the number of repeat sales or frequency of service use
C)the success of the application of technology
D)the effectiveness of the complaints resolution process

Question 20

Customer satisfaction occurs when organisations

A)build customer service 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 21

What will help staff of an organisation prevent anxiety or stress in the customer?

A)Pleasant mood music playing in the background
B)Emotional intelligence on the part of the service provider
C)Agreeing to customer requests,however difficult
D)Agreeing that customer complaints are valid

Question 22

The PAIR strategy for customer complaint involves

A)pleasing,attending,investigating and resolving
B)placating,accepting,investigating and resolving
C)placating,attending,investigating and responding
D)placating,attending,investigating and resolving

Question 23

Periodic revenue,when considering the lifetime customer value,relates to

A)the number of people who are being lost to the organisation
B)the amount of revenue collected from a customer in a set period of time
C)the periods into which the customer relationship is divided for analysis
D)the amount of money an organisation spends in a given period to retain a customer

Question 24

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 frontline staff in your organisation
C)listen to the customers
D)ask people you know what they've heard about your organisation

Question 25

According to Kotelnikov 2008,the definition of 'quality' focuses on achieving

A)value entitlement
B)conformance to standards
C)high quality products at a high cost
D)'add-ons'

Question 26

From a retail standpoint,the key to winning business according to Babin,Babin and Boles 1999 was

A)an effective salesperson
B)product cost
C)product display
D)shop presentation

Question 27

According to Rosen 1997,most customers are lost to a product or service provider because

A)they were frustrated by inaction regarding complaints or issues they had raised with the organisation
B)the staff or organisation did not show any care or concern towards the customer
C)a competitor was able to provide an equivalent product or service for a better price
D)the product or service delivered did not meet expectations or promises that were made by the supplier

Question 28

According to Kilborn 2003,up to 80% of companies have failed to make investments in Customer Relations Management work because

A)customer service is no longer confined to customers buying in a shop
B)call centres and the Internet provide a 24-hour-a-day,seven-days-a-week service
C)the focus is on optimising customer experience
D)customers expect 'corner shop' service no matter what channel and when

Question 29

Market damage refers to

A)loss of revenue
B)loss of loyalty
C)loss of customer worth
D)loss of all of the above

Question 30

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 31

According to Rosen 1997,the most important aspect of building a customer satisfaction model is

A)collecting the data
B)what you do with the data collected
C)identifying the standards expected by customers
D)collecting customer feedback

Question 32

One dissatisfied customer can influence up to

A)15 people
B)9 people
C)20 people
D)12 people

Question 33

According to Albrecht 1992,the four levels of customer value are

A)basic,expected,desired and unanticipated
B)foundation,intermediate,penultimate and ultimate
C)introductory,intermediate,quality and superlative
D)primary,secondary,tertiary and quaternary

Question 34

If a customer encounters a problem,their loyalty will drop by

A)73%
B)27%
C)20%
D)68%

Question 35

According to Harrison 2001,customers often

A)do not take the time to complain about unmet expectations
B)need more time to complain
C)ask for more service than can reasonably be expected
D)all of the above

Question 36

The use of effective communication skills in customer service and public relations 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

Lifetime customer value

A)puts a value on existing and future customers
B)puts a value on future customers
C)focuses on short-term relationship development with customers
D)aims to increase customer churn

Question 38

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

Question 39

Customer Relationship Management CRM involves

A)strategies and processes to manage customer interactions
B)strategies to gather empirical data about customer behaviour
C)processes designed to minimise customer complaints
D)the use of technology to minimise customer interactions

Question 40

Which service is considered the organisation's 'reason for being'?

A)Basic service
B)Expected service
C)Desired service
D)Unanticipated service

Question 41

Multiple communication channels should be available to customers to commence,continue and complete interactions with the organisation.

Question 42

The only aim of quality customer service is to provide satisfaction to customers.

Question 43

Customer loyalty is built when customers return to an organisation.

Question 44

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

Question 45

Organisations are able to control all aspects of the customer experience.

Question 46

Quality comprises the goods or services only.

Question 47

The Internet and email have not changed the way customers relate to customer service.

Question 48

Effective customer relationships are 'about inspiring loyalty through dealing fairly and effectively with each person'.

Question 49

An organisation is able to focus on customers' needs and identify what gives satisfaction to customers by building a customer satisfaction model.

Question 50

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

Question 51

Co-destiny relationships are built when buyers,sellers,customers and providers partner in strategic alliances.

Question 52

The role of a service provider is to offer alternatives when a customer complains.

Question 53

Strategy specifically refers to how customer service is delivered.

Question 54

Service culture focuses directly on customers' needs and expectations.

Question 55

According to Kotelnikov,'value entitlement is a rightful level of expectation to buy high-quality products at the highest possible cost'.

Question 56

A customer's first impression is not vital.

Question 57

Customer loyalty is meeting the needs and expectations of the customers.

Question 58

Customers with high levels of emotional intelligence will have greater difficulty dealing with negative customer service experiences.

Question 59

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

Question 60

'Value' represents economic worth,practical utility and availability for both customers and the businesses that create goods or services.

Question 61

Unhappy customers in most cases will complain about the service.

Question 62

Discuss the differences between Customer Relationship Management,Customer Experience Management,and Customer Value Management.

Question 63

Most people who don't complain say the reason for lack of action is that they don't think it is worth the time and effort.

Question 64

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

Question 65

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

Question 66

How would you manage customer complaints and difficult situations?

Question 67

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 11 in your response.

Question 68

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 69

Customer complaints can be turned into goodwill and future business.

Question 70

Kilborn 2003 believes technology improves customer loyalty,and encourages technology-focused Customer Relationship Management.

Question 71

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

Question 72

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

Question 73

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