Customer Service: Through the Customer's Eyes

True or False? An Intermediate Customer is a potential customer who has NOT purchased your product or service yet, but is likely to do so.

False

Select all of the following that are basic components of "Value" to a customer: a. Price b. Quality c. Purchase experience d. Free merchandise e. Web access

a. Price b. Quality c. Purchase experience

Select ALL of the following that are NOT factors in our definition of High-Quality Service. a. Personal attention during the purchase b. Terms and conditions of the purchase c. Promptness during the purchase d. Cost of the purchase e Employee competence during the purchase

b. Terms and conditions of the purchase d. Cost of the purchase

Referring to the positive example of restaurant customer service in our video, which selection below shows that the waiter made the customer feel he cared? a. Smiled . b. Recommended an entrée. c. Listened to the complaint and did his best to remedy. d. Offered a complimentary dessert. e. All of the above.

e. All of the above.

What does LTV stand for? a. Life Time Value b. Living Through Venture c. Life, Timeliness, Vested d. Listen to Values

a. Life time value

From the following list, select the four essential steps all customer service representatives should use when a customer calls with a complaint: a. Listen carefully. b. Place the customer on hold. c. Direct the customer to a supervisor. d. Apologize for the problem. e. Log the complaint into the unhappy database. f. Fix the situation. g. Follow up with the customer. h. Offer free merchandise.

a. Listen carefully d. Apologize for the problem. f. Fix the situation. g. Follow up with the customer.

Based on the second example between Mark and Dan, check all the things that Dan did to improve Mark's experience as a customer: a. Listened attentively. b. Empathized. c. Followed up in a timely manner. d. Delivered a solution.

a. Listened attentively. b. Empathized. c. Followed up in a timely manner. d. Delivered a solution.

Recall the example in which the customer received the incorrect book. Select all the ways that the customer service representative made the customer feel unimportant. a. Told the customer that it was the customer's fault for entering the wrong number on the order form. b. The CSR offered an acceptable solution to help the customer. c. The CSR made it a hassle for the customer to return the incorrect book and receive the correct book. d. The CSR clearly stated the company policy for returns and exchanges.

a. Told the customer that it was the customer's fault for entering the wrong number on the order form. c. The CSR made it a hassle for the customer to return the incorrect book and receive the correct book.

If you were the waiter in our restaurant example, select ALL the things you should NOT do if you wanted to provide good service. a. Walk away and talk to another waiter while the customer is talking to you. b. Insult the customer by belittling her complaint. c. Do nothing to remedy the situation. d. Smile and offer an alternative dish. e. Offer a complimentary dessert.

a. Walk away and talk to another waiter while the customer is talking to you. b. Insult the customer by belittling her complaint. c. Do nothing to remedy the situation.

Customers, just like the rest of us, value their time highly. They don't want to waste time while trying to buy things or resolve questions about a purchase. Based on information in the program, approximately how many working adults are willing to trade sleep in order to get more done with the extra time? a. Almost none b. About one-quarter c. About one-half d. About three-quarters e. Almost everyone

c. About one-half

Which of the following is the equation used to explain value? a. Cost to company minus benefit to customer b. Benefit to customer divided by cost to company c. Benefit to customer minus cost to customer d. Benefit to company multiplied by cost to customer

c. Benefit to customer minus cost to customer

Company profits generally after a period of customer satisfaction results. a. Decline, average b. Fall, good c. Rise, good d. Stay steady, poor e. Improve, declining

c. Rise, good

Lifetime Value, in reference to one of your customers, is defined as: a. How important the customer is to your business. b. The total length of time a customer does business with your company. c. The average amount of money a customer will spend with your business over the course of his or her life. d. The value your company perceives each customer has.

c. The average amount of money a customer will spend with your business over the course of his or her life.

You are an associate of an upscale music store. You notice a woman looking at CDs in the Jazz section. She is flipping through the discs and looking rather agitated. She walks around the store and then comes back to the Jazz section. She looks around for an employee, but no one is in that area. You immediately approach the woman and ask if you can help her locate the CD she is looking for. You ask what type of music she enjoys and make suggestions of music of this type. If you are unfamiliar with this type of music, you offer to look up selections on the computer, or obtain help from another employee. You have just demonstrated: a. Personal attention b. Employee competence c. Promptness d. All of the above e. None of the above

d. All of the above

Select the three elements of "Promptness": a. Be at work. b. Make it quick. c. Make it easy. d. Make it enjoyable. e. Talk fast.

b. Make it quick. c. Make it easy. d. Make it enjoyable.

The Gallup Organization asked what would make them decide NOT to return to a restaurant. Eighty percent responded they would not choose a restaurant based on what reason? a. Too expensive b. Poor service c. Loud music d. Too crowded e. Average food quality

b. Poor service

True or False? A Final Customer is a person who purchases the product or service that your organization produces or provides.

True

True or False? According to Cambridge Reports, less than 10 percent of consumers surveyed rated the quality of service companies as "excellent" in meeting customer needs and concerns.

True

True or False? An Internal Customer is a person who works for your organization and carries out functions on the way to the Intermediate or Final Customers.

True

True or False? Generally, company profits are correlated with the quality of customer service.

True

True or False? Personal attention is one of the key components of good customer service.

True

If ABC Company has a customer that spends an average of $500 per month, what is the LTV of this customer over a 10-year time frame? a. $150,000 b. $60,000 c. $32,000 d. $5,000

b. $60,000

Select the answer below that most accurately fills in the blank in this sentence: Most experts estimate that a disgruntled customer will tell between people how they were treated. a. 1-3 b. 5-10 c. 15-20 d. 30-40

c. 15-20

Choose the BEST answer to demonstrate your competence even though you don't know how to answer the customer's question. a. Transfer the customer to a supervisor. b. Put the customer on hold until you can find out the answer. c. Tell the customer to refer to the user's manual. d. Tell him or her you don't know, apologize and say when you'll call back with the answer. e. Transfer the customer to another person in your department who might know the answer.

d. Tell him or her you don't know, apologize and say when you'll call back with the answer.

When you can't immediately solve the customer's problem, there ARE things you can still do to provide quality service. Select the BEST answer. a. Explain the expected time frame for the solution clearly. b. Show confidence that you will make sure the problem is resolved. c. Offer alternatives to give choices and control to the customer. d. Acknowledge the problem, apologize and get all the necessary information. e. All of the above.

e. All of the above.

Which of these activities is NOT associated with the cost side of the value equation? a. Aggravation to complete the purchase b. Time spent to complete the purchase c. Reliability of the product d. Not getting what you want e. Getting what you want

e. Getting what you want

True or False? When purchasing a service, most people feel customer service is more important than cost.

True

A Forum Corporation study identified three major reasons why a customer leaves a company for a competitor. Those three are 1) finding a better product, 2) finding a cheaper product and 3) too little or poor quality customer service. Based on the information supplied in this module, what percentage of customers left a company because of customer service issues? a. 28 percent b. 50 percent c. 70 percent d. 92 percent

c. 70 percent

13. Every business has three types of customers. Match the type of customer to the definition by filling in the letter of the correct definition beside the type of customer. 1. Final Customers _______ 2. Intermediate Customers _____ 3. Internal Customers ______ a. The dealer or distributor that your product or service passes through. b. People who purchase the product or service your organization produces or provides. c. People who work for your organization and carry out functions on the way to the intermediate or final customers. d. People with the money and the motivation to buy your product

1. B 2. A 3. C

Based on the first example with Mark, the plant manager, and Dan, the parts supplier, select all of the following that you think Mark would say apply to Dan. a. Dan was indecisive and unconcerned. b. Dan offered no definite solutions. c. He did not call Mark in a timely manner. d. Dan did what Mark needed.

a. Dan was indecisive and unconcerned. b. Dan offered no definite solutions. c. He did not call Mark in a timely manner.

Select ALL that apply to demonstrate competence to customers: a. Focus on what the customer wants b. Anticipate questions c. Answer truthfully d. Tell them what to expect — explain the process e. Keep them updated and informed

a. Focus on what the customer wants b. Anticipate questions c. Answer truthfully d. Tell them what to expect — explain the process e. Keep them updated and informed

According to information supplied in this module, what happens to customers who do complain and have their complaints resolved? a. Most become loyal customers. b. The majority become stockholders. c. More than half are never heard from again. d. The majority will file at least one more

a. Most become loyal customers.

What attitudes reflect the qualities of positive personal attention that will create excellent customer service? (Select all that apply.) a. Patience b. Calmness c. Differentiation d. Anger e. Understanding f. Listening

a. Patience b. Calmness e. Understanding f. Listening

Select the statement that best defines, "It is better to underpromise and overdeliver, than to overpromise and underdeliver." a. Tell the customer you will try, be realistic but instill a sense of confidence that their minimum request will be met. Then meet this minimum request plus bonus benefits. b. Tell the customer you will try but it is unlikely you can fulfill their request. Then when you don't meet their request, they aren't disappointed. c. Tell the customer what they want to hear, get their hopes up so they think you are going to come through for them. When you don't, they'll know you were trying your best. d. Never ever promise something unless you are 100 percent sure you can deliver. That way, you'll always avoid dealing with an unhappy customer

a. Tell the customer you will try, be realistic but instill a sense of confidence that their minimum request will be met. Then meet this minimum request plus bonus benefits.

Which statement is the most "TRUE"? a. Customers are most concerned with the cost of a product or service. b. Customers are attracted and retained by superior value of a product or service. c. Customers focus primarily on the convenience of obtaining a product or service.

b. Customers are attracted and retained by superior value of a product or service.

Trudy, a CSR, always listens to a customer, then apologizes, then she offers to fix the situation. What is the last step Trudy needs to implement to provide the best customer service possible? a. Talk to her manager. b. Follow up with the customer. c. Make sure a paper trail is created for transactions. d. Go on a break

b. Follow up with the customer.

When people define high-quality customer service, three components are identified frequently. These three components are: a. Attractive employees b. Personal attention c. Good Web site d. Employee competence e. Promptness

b. Personal attention d. Employee competence e. Promptness

Joe, the assistant manager of a bookstore, is completely out of a particular John Grisham novel and will not receive a new shipment for at least three days. Several customers are requesting this book. A woman approaches the counter. Woman: I am interested in the new John Grisham. I really love lawyer novels. Joe: I'm sorry, we currently don't have that book in stock. We should have it in three days. Woman: So what am I supposed to do? Joe: If you give me your name and number or e-mail address, I can notify you as soon as it arrives. Woman: Well, I guess that's alright. Joe: If you like John Grisham, you might also really like Patricia Cornwell or James Patterson books. Woman: Thank you for the tip. This situation and how it was handled demonstrate the technique of: a. Getting rid of the customer quickly so you can help the next person. b. Saying "No" but still saying "Yes." c. Following company policies and procedures. d. Selling slow-moving inventory.

b. Saying "No" but still saying "Yes."