3.01

Which of the following is an example of a customer relationship management initiative?

A "frequent-shopper" program

What should help business people adapt their communication styles to appeal to clients from other cultures?

Being patient, flexible and empathetic.

When a business is successful in carrying out its brand promise, it provides its customers with?

Consistent experiences

A customer asks a salesperson about a specific advertisement in last Sunday's newspaper. Which of the following would help the salesperson to assist the customer?

Knowledge of the products being promoted.

Tom is meeting with a wealthy entrepreneur from Argentina in a few weeks. Tom admits that he does not know much about Argentina's culture and customs. What advice would best help Tom prepare for his meeting?

Learn about Argentina's culture from reputable sources and adapt his communication style so that he doesn't do something that will offend the client.

What will probably happen to a business if it continuously fails to deliver on its brand promise?

Lose credibility.

What is a cost associated with customer complaints?

Loss of sales.

When a business publicly pledges to provide all of its customers with quick, courteous service, what is it doing?

Making a brand promise.

Which type of customer relationship management software would be most appropriate for a company that is looking for a more efficient way to track leads, prospects, and customers?

Sales force automation technology

What kind of customer would ask "If I buy this product, how can I be sure it will do what you say it will"?

Suspicious.

Customer loyalty

The customer's preference for a business; usually expressed in regular purchases from the business

Which is a factor that affects a business's selection of policies to guide its operations?

The nature of the business.

Which of the following is a factor that affects a business's selection of policies to guide its operations?

The nature of the business.

Salespeople who are well informed about the brands, sizes, and styles of goods that the business offers can easily answer which of the following customer questions?

What merchandise is carried by the business?

9. The MSB Company provides its customers with critical or time-sensitive product information by sending them alerts or messages through their cellular phones. What form of technology is MSB using as an element of customer relationship management?

Wireless

Advocacy

Word-of-mouth promotion and referrals from a business's current customers to its potential customers

Are non-complainers a more difficult problem for businesses than complainers?

Yes, because the salesperson does not have an opportunity to handle the complaint.

The first step in handling customer complaints is to:

ask the customer to be brief.

An important reason for having business policies is that policies.

help employees to make consistent decisions.

If a company continuously fails to deliver on its brand promise, it will probably:

lose credibility.

Employees who are in contact with customers can reinforce the company's service orientation by dressing professionally and:

maintaining a positive attitude.

In the modern business world, a growing number of interactions between businesses and customers are taking place:

on the Internet.

In the modern business world, a growing number of interactions between businesses and customers are taking place

online

Kemper Corporation continuously updates the firewalls on its web site to protect its customers' personal information from theft. Kemper's action helps build trust with its customers in relation to:

online security.

One way for employees to demonstrate a service orientation to customers is to reinforce verbal communication with:

positive body language.

A business's brand promise is what the business intends to:

provide the customer.

As employees go about their daily activities, their actions should be driven by whether the actions will:

result in customer satisfaction.

Many people make the mistake of thinking that customer relationship management refers solely to

technology.

An important aspect of using technology in customer relationship management involves:

updating customer information in the computer database.

A main goal of customer experience management is creating

word-of-mouth promotion.

Customers who seem to disagree, question, or look for error in almost everything and everybody are __________ customers.

Argumentative

Which of the following types of information does a company need customer input to obtain?

Dates of store visits

What should employees do to maintain a customer-service mindset?

Devote their full attention to customers.

The most important factor in carrying out brand promise is:

Employees

Customer-centric

Focused on customer needs and wants

By accurately explaining the company's policies to customers, salespeople often are able to avoid misunderstandings with customers and improve the company's:

Image

What should you do to determine whether a customer's complaint is justified?

Investigate the problem

How does having a customer-service mindset benefit a business's employees?

It helps employees advance in their careers.

Which is an example of an employee reinforcing a firm's image through his/her job performance?

Jack politely asks if his customer would like a beverage while she/he waits for car service.

What should salespeople do when they must cope with customers who are being disagreeable?

Listen patiently and try to stay calm.

An irate business customer yells at you because of a billing error. What should you do to demonstrate a customer-service mindset in the following situation?

Make sure the mistake is corrected.

What is a factor that affects a business's selection of policies to guide its operations?

Nature of the business.

Which of the following is no longer a consideration in customers' buying decisions for many products?

Price

Which of the following would be the most likely cause of customer complaints?

Product quality.

Which of the following are the three major areas of customer complaints?

Product, personnel, and the business

One way to show respect for foreign clients' cultural and social differences is to:

Pronounce their names correctly.

Word-of-mouth promotion

Publicity for a business provided by customers who tell others of their satisfaction with the business

What kind of customer would make the following statement: "I just don't know which of these my girlfriend would like best. I had better come back at another time."?

Slow/Methodical.

Organizational structure

The company's configuration of employees for accomplishing specific business tasks; how the business is organized

What is one of the purposes of having business policies?

To make sure the business's actions are consistent.

Businesses develop policies to help employees deal with customers the same way in similar situations so that employees will:

Treat customers fairly.

Emphasizing customer service can help a business to be:

competitive

Our economy has shifted from a service economy to a(n) __________ economy.

experience

The direct benefit that a business receives when its salespeople can answer customers' inquiries is that:

knowledgeable salespeople are more likely to make sales.

The main difference between customer relationship management and customer experience management is that CRM focuses on

the business itself.

Customers tend to look at a business as a whole despite the number of __________ they experience.

touch points

Salespeople sometimes have difficulty meeting the needs of customers who:

voice their opinions in a loud manner.

What are business people who fail to adapt their communication styles to appeal to their international clients likely to do?

A Offend the clients.

Continuous improvement

A business strategy in which an organization continuously evaluates its business processes to make them more effective and efficient

Business process management

A business strategy that stresses technology, innovation, and flexibility to align an organization's objectives and activities with customer needs

Customer satisfaction

A measure of how well a business has met its customers' expectations

Which of the following statements is true about customer relationship management (CRM)?

A primary goal of CRM is to maximize the long-term value of customer relationships.

Customer service

Activities and benefits provided by a business to its customers to create goodwill and customer satisfaction

What is an important aspect of a customer-centric business?

Aligning business activities with customer needs

Touch points

All the opportunities that businesses have to connect with customers and reinforce their brand value

What should you do to eliminate any misunderstandings that you or your customer might have concerning the customer's complaint?

Restate the complaint.

Relationship buying

The purchases a customer makes because of a long-term relationship s/he has established with a business

Product development

The stage in the creation of a new product in which a working model may be tested, modified, and retested; production costs are estimated and final details of the product are planned, e.g., label, promotion, and distribution

Customer experience management

The strategies, processes, and policies a business uses to meet or exceed customer expectations and to provide customers with outstanding experiences at every touch point

Customer relationship management

The strategies, processes, technology, and people a business uses to build, maintain, and maximize the long-term value of customer relationships

Corporate culture

The values and ideals that an organization encourages among its employees

When Andrew helps Mrs. Green select a product, he summarizes Mrs. Green's request in his own words to clarify his understanding. Andrew is engaging in:

active listening.