MGMT 333 - Chapter 16

________ is the most expensive of the customer service techniques listed below.

A telephone call handled by a live service rep

________ is one web-based technology for delivering customer service.

Access via mobile devices

What is one advantage of live chat-based online support over live telephone support?

All of these are correct

________ represents the final stage in the evolution of customer services practices within an enterprise.

Anticipating and delivering service and support before the customer recognizes the need

True statements about the financial importance of customer service include:

Businesses around the world lose millions of dollars in business each year as the result of poor customer service.

Which of the following is NOT a true statement about providing customer service in social media?

Customer service in social media only works for high technology firms.

Which of the following is a true statement about customer service at Eddie Bauer?

Customer service was a principle espoused by the original founder.

Portakabin promises customers that it will:

Deliver quality customer service

________ is the result of analysis and segmentation by customer value.

Differentiated customer service

Gregor owns a company that specializes in mountain climbing equipment. He conducts a survey on customer satisfaction and discovers that 66% of his customers have a positive view of his company while 33% have a negative view. Based on these results, he decides not to invest in better customer service, reasoning that his company is getting twice as much positive word-of-mouth as negative word-of-mouth. Which of the following statements best explains why Gregor's logic is flawed?

Dissatisfied customers produce more than twice as much word-of-mouth as satisfied customers do.

Providing excellent experience for customers requires:

Engaged employees.

Consumers are generally unsatisfied with customer service conducted with a live agent over online chat because it feels unprofessional.

False

Customer service has improved in recent years because of technology in general and the Internet in particular.

False

Customers generally react unfavorably to self-service options.

False

Cutting back on customer service is a good way to reduce costs.

False

The media industry's key measure of loyalty is churn, or the loss of subscribers.

False

The only reason to deliver excellent customer service is to keep customers happy.

False

The responsibility for customer service resides only in the customer service department.

False

Jon and Jamie, co-owners of a fencing equipment company, disagree as to whether the company should invest in a self-service application for customer service on their website. Jon thinks that self-service is the future of customer service, while Jamie holds that people nowadays still want to talk to a live human to resolve their problems. Which of the following statements is accurate?

Jamie is wrong in his belief that today's customers don't want self-service, so it's a valid option to consider.

________ is NOT an acceptable part of a process for delivering exceptional customer service.

Locating and assigning blame for the problem

Themes that recur frequently in the discussion of customer service include the:

Need to invest time and resources in providing good customer care.

Which of the following is NOT a way that consumers expect to access a firm for customer service and support issues?

Reading the product manual

Steps in developing a strategic customer care program include:

Segmentation analysis of the customer base.

A customer submits an online self-service form to complain about an issue with a product. Four hours later, he receives an email requesting that he call the company's toll-free number to talk about his issue with a service representative. The customer calls the number, navigates a phone menu tree, and waits on hold for two minutes before being connected with a service representative, who speaks with the customer for another five minutes before resolving the complaint. According to the text, which of the following aspects of the problem resolution process is the customer most likely to be unhappy about?

That he had to contact the company twice to get a resolution.

Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service?

There is a wide gap between what customers want and what they get

A significant majority of U.S. consumers are willing to spend more with a business that provides great customer service.

True

Differentiated customer service should be based on a careful analysis of customer lifetime value segments.

True

Investment in customer service technologies should be made only after customer data has been collected and customer segments and their needs identified.

True

It is important to provide customers with multiple channels for obtaining customer service that ends with a live person if the situation warrants.

True

Consumers prefer self-service when:

When it works properly to meet their needs.