MGMT 333 Chapter 16
The only reason to deliver excellent customer service is to keep customers happy. Select one: True False
False
The responsibility for customer service resides only in the customer service department. Select one: True False
False
Differentiated customer service should be based on a careful analysis of customer lifetime value segments. Select one: True False
True
It is important to provide customers with multiple channels for obtaining customer service that ends with a live person if the situation warrants. Select one: True False
True
One thing customers want from customer service is to be treated with dignity. Select one: True False
True
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? Select one: a. Dissatisfied customers produce more than twice as much word-of-mouth as satisfied customers do. b. All of these are correct. c. Dissatisfied customers are more than twice as likely to respond to customer feedback surveys as satisfied customers are. d. Most customers who respond to customer feedback surveys lie.
A
________ is the result of analysis and segmentation by customer value. Select one: a. Differentiated customer service b. Proactive customer service c. None of these is correct. d. Automated customer service
A
Anticipatory customer service means asking customers what services they need and then providing those services. Select one: True False
False
Consumers are generally unsatisfied with customer service conducted with a live agent over online chat because it feels unprofessional. Select one: True False
False
Customer service has improved in recent years because of technology in general and the Internet in particular. Select one: True False
False
Customers generally react unfavorably to self-service options. Select one: True False
False
Customers who receive a successful level of customer care upon first contact with the company will generally continue making purchases with the company but will no longer spread positive word-of-mouth. Select one: True False
False
Cutting back on customer service is a good way to reduce costs. Select one: True False
False
Among the benefits that exceptional customer service confers on enterprises that can deliver it are: Select one: a. All of these are correct. b. sustainable competitive advantage. c. elimination of the need for measuring customer satisfaction. d. decreased cost of customer acquisition.
B
True statements about the financial importance of customer service include: Select one: a. customers who have problems are unlikely to repurchase, whether their problem is resolved or not. b. businesses around the world lose millions of dollars in business each year as the result of poor customer service. c. All of these are correct. d. it is not possible to measure business losses due to poor customer service.
B
What is one advantage of live chat-based online support over live telephone support? Select one: a. Web-based support services allow agents to multi-task. b. All of these are correct. c. Web-based support services are less expensive. d. Web-based support services better enable agents to prioritize contacts.
B
Which of the following is NOT a true statement about providing customer service in social media? Select one: a. Companies can no longer provide excellent customer service without using social media. b. Customer service in social media only works for high technology firms. c. Social platforms must be monitored consistently to identify customer problems. d. Providing customer service in social media requires a considerable amount of employee time.
B
Which of the following is NOT a way that consumers expect to access a firm for customer service and support issues? Select one: a. Chatting online with a representative b. Reading the product manual Correct c. Contacting a telephone call center d. Contacting the business by email
B
________ is one web-based technology for delivering customer service. Select one: a. A landing page b. Access via mobile devices c. A portal d. An integrated back-end system
B
Consumers prefer self-service when: Select one: a. they have severe anger. b. it has nothing to do with technology. c. when it works properly to meet their needs. d. when there are no other reasonable alternatives.
C
Providing excellent experience for customers requires: Select one: a. giving customers their money back. b. using technology to meet customer needs. c. engaged employees. d. revision of the company website.
C
Steps in developing a strategic customer care program include: Select one: a. moving to service delivered entirely by human agents. b. outsourcing parts of the customer care program. c. segmentation analysis of the customer base. d. All of these are correct.
C
Themes that recur frequently in the discussion of customer service include the: Select one: a. recognition that quality management concepts are ineffective in the area of customer service. b. high cost of exceptional customer care. c. need to invest time and resources in providing good customer care. d. All of these are correct.
C
Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service? Select one: a. They want to be able to submit negative product reviews b. The first thing they want is their money back c. There is a wide gap between what customers want and what they get d. All of these are correct.
C
________ represents the final stage in the evolution of customer services practices within an enterprise. Select one: a. Providing live customer service b. Moving some customer service activities to the web c. Anticipating and delivering service and support before the customer recognizes the need d. Online real-time video chat with a live customer service representative
C
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? Select one: a. That he had to wait on hold for more than a minute when he called the company. b. That more than one hour passed between submitting a self-service form and receiving an email. c. That he had to navigate a phone menu tree when he called the company. d. That he had to contact the company twice to get a resolution.
D
Portakabin promises customers that it will: Select one: a. deliver every product in 10 days b. reduce the cost of products to the customer c. All of these are correct. d. deliver quality customer service
D
Which of the following is a true statement about customer service at Eddie Bauer? Select one: a. There was a successful customer service initiative when it first built its website. b. All of these are correct. c. It is successful because of ties to its retail stores. d. Customer service was a principle espoused by the original founder.
D
________ is NOT an acceptable part of a process for delivering exceptional customer service. Select one: a. None of these is correct. b. Knowing your consumer c. Resolving problems on first contact d. Locating and assigning blame for the problem
D
________ is the most expensive of the customer service techniques listed below. Select one: a. An email handled by a live service rep b. Web self-service c. Live chat on the web d. A telephone call handled by a live service rep
D
