Unit 2: Describing the customer experience
Hitting the sweet spot means a customer is engaged in all 4 quadrants. for the experience of skiing, riding the lift is considered to be in the ______ realm or quadrant. A. entertainment B. educational C. esthetic D. escapist
A
The Covey Time Matrix delineates along two dimensions: A. Urgent and important B. Need to do and Nice to do C. Want to and Want to avoid D. For me and For others
A
The credibility and competency of the staff contribute to the overall CX. Competency is ___________. A. The actual expertise an individual has based on their knowledge of the subject B. the degree to which an individual is perceived to have the necessary expertise and can be trusted to provide expected service C. the most important mechanic clue D. the most important functional clue
A
The credibility and competency of the staff contribute to the overall CX. Credibility is: A. the degree to which an individual is perceived to have the necessary expertise and can be trusted to provide the expected service B. the actual expertise an individual has based on their knowledge of subject C. the ability a salesperson has to solve a customers problem during and after the selling process D. the most important mechanic clue
A
The two axes that define the 4 quadrants of hitting the sweet spot are: A. Customer participation and Customer involvement B. Customer loyalty and Customer satisfaction C. Customer retention and Customer spending D. Customer perspective and company perspective
A
Which one of the following is not a part of CJM? A. Process flow charts B. Customer Emotions C. Pain Points D. Customer Goals
A
Your store is having a big sale and it is a mad house. Everyone is stressed and running around like "chickens with their heads cut off." You can be a positive influence by: A. remaining calm and profession treating every customer as if he or she is the most important person at the moment B. becoming aggressive and dictating to everyone what they should do C. tell all customers that you are so busy and tired and apologize for the store not scheduling enough employees to handle the sale D. remove some of the sale signs to reduce the demand and number of customers
A
which one of the following is not a way to drive action from CJMs? A. place blame where the journey fails b. find and fix the problems c. create strategic alignment d. refine customer measures
A
Which 4 of the following statements are principles of career distinction? A. Stand for something B. Be your own boss C. Plan of working for the same company during your career D. Forget about climbing the ladder E. Build your brand F. Let your boss determine the value you bring to the company G. Stand for something only if everyone agrees with you H. Focus on the next rung go the promotions ladder
A, B, D, E
Most CJMS consist of 3 major phases. those are ______. A. finding an executive sponsor, creating personas, and mapping the journey B. preparing to map, creating the map, and using the map to drive change C. creating the map, gathering data, and validating the map D. creating the map, sharing the map, and making changes based on the results
B
The 3 dimensions of servicescapes are: A. Color, sound, smell B. Ambient conditions, spatial layout and functionality, and signs, symbols, artifacts C. Entrance motif, inner space design, and overall blueprint D. people, process, places
B
The Customer journey can be defined as: A. The mass marketing messages controlled by the marketer to gain your business B. what you put your customers through as they do business with you C. the paths customers use to navigate your website D. the GPS route taken to get to your location
B
When you are trying to "ing" the thing, you ask these two questions: A. How do customers "ing" our product and service and how do our competitors "ing" their thing B. What existing "ing" is being neglected as an experience and what new "ing" might suggest a great new experience? C. What "ing" do my external customers want and what "ing" do my internal customers want. D. What is my product or service and who are my targets customers?
B
Which of the following statements is true? A. Facility design equipment, furnishings, displays, signs, colors, textures, sounds, and lighting have no effect on the CX B. Companies need to manage the emotional component of experiences with the same rigor they bring to the management of product and service functionality C. Customers understand and process clues in a conscious way since they know how the clues impact how they feel in an experience D. Mechanic clues are encountered only after the customer enters the location
B
when describing the Phoenix Hotel as hip, funky, maverick, irreverent, and young-at-heart, you are describing: A. Clues B. Impressions C. Memorabillia D. Cues
B
Which two of the following statements are TRUE? A. If you want to incorporate scent as part of your strategy, you need to choose from the standard 80 scents as it is not possible to create a new scent or fragrance from scratch B. Abercrombie & Fitch was one of the first brands to make scent a critical part of its identity C. Smells are more quickly and strongly associated with memories than auditory and visual clues D. Scent marketing was a fad in the late 1990s ad early 2000s but it is now a declining industry
B,C
A new customer comes into your department, but you are helping another customer. You should: A. Focus all your attention on your current customer B. Let the new customer wait his turn until you have completed your current sale C. Acknowledge the new customers presence with eye contract and/or brief comment that you'll be right with him D. Help the customer who looks like he will spend the most money
C
Hitting the sweet spot means a customer is engaged in all 4 quadrants. For the experience of skiing, the locale is considered to be in the __________ realm or quadrant. A. entertainment B. educational C. escapist D. esthetic
C
The best approach to stress is to: A. see a psychologist B. Ignore it C. Manage or limit it D. Don't increase it
C
When you 'theme the experience' the M stands for: A. Mesh all the clues together B. Master the impressions C. Mix in memorabilia D. Mobilize the thinking
C
A visual representation that traces the path of a customer takes as they interact with your company over time is called: A. Customer touch point map B. Customer trip ticket C. Customer tour journey D. customer journey map
D
Even though each customers journey to your product or service is unique, whenever you interact with a customer you should have 3 goals in mind. They are: A. to inform the customer about your products or services, to engage them in conversation, and inspire them to purchase your offering B. to greet them cordially, interact with them assertively, and ensure needs are met or exceeded C. to uncover needs, make the sale, and follow-up after D. To convey your commitment to exceptional experience, uncover needs, and build loyalty
D
If I ask the question, "does the knife cut as expected?" I am evaluating a: A. MECHANIC CLUE B. HUMANIC CLUE C. PROCESS CLUE D. FUNCTIONAL CLUE
D
The Covey Time Matrix delineates activities along two dimensions: A. Need to do and nice to do B. For me and For others C. Want to and Want to avoid D. Urgent and Important
D
You are flying to Boston and when the refreshment cart comes by you ask for a Pepsi but they only have coke. you go ahead and drink the coke. This is an example of: A. Customer Retention B. Customer settling C. Customer Satisfaction D.Customer Sacrifice
D
a representation of a typical customer that incorporates goals, needs, and interests is called a: A. Guise B. Character C. Personality D. Persona
D
T/F? A companys USP stands for the unconditional selling performance
F
T/F? According to the Colin Shaw article, "why companies have no sense!" businesses have common sense if they include at least 3 out of the 5senses when designing the customer experience.
F
T/F? CMJs all look the same and capture the same information
F
T/F? Mechanic and humanic clues are considered functional clues.
F
T/F? The customer experience is about you and your company says it is and not what the customer perceives it to be
F
T/F? The customer journey mapping process begins with creating the map.
F
T/F? according to Barry Schwartz, author of the paradox of choice, the abundance of choice translates to happier customers who can get exactly what they want.
F
T/F? in keeping with the "W" theme, employees of the W hotel answer the phone by saying "Who's calling?"
F.
If you need to transfer a customer call, always ask permission to do so. T/F?
T
Johnny the Bagger took responsibility to care and made a personal connection with every customer, True or False?
T
T/F? A service experience clue is anything in the service experience the customer perceives by its presence or its absence
T
T/F? A theme is a dominant idea or organizing principle of the experience
T
T/F? CJMS can drive action by building customer centric mindset across the entire organization
T
T/F? Customers interpret functional clues in a conscious and rational manner
T
T/F? Harley Davidson's "ing" is about fulfilling dreams of personal freedom.
T
T/F? In lesson 35 reading, managing the total experience, the experience motif is the "touchstone form which clues can be developed and defined". in other words, the motif and clues must align.
T
T/F? Making promises is a communicating an image and keeping promises is about delivering value
T
T/F? Personas help an organization develop a deeper understanding of customers
T
T/F? Personas help an organization develop a deeper understanding of its customers.
T
T/F? Service is what you do and experience is how you do it (acting with intention.
T
T/F? Service is what you do and experience is how you do it (acting with intentions)
T
T/F? The ultimate goal is to find the sweet spot so that customers experience all 4 realms-education, entertainment, esthetics, escapists.
T
T/F? Today the customer journey to your product and service is no longer singular and linear, it is personal and self-directed
T
T/F? When focusing only on touchpoint and not the journey, companies can lose sight of what the customer sees and wants even though each functional group is working hard to optimize their contributions to the CX.
T
T/F? While it is important to give customers everything they want and need, it is just as important to ask "what can our customers use less of?"
T
T/F? While it is important to give customers everything they want and need, it is juts as important to ask "what can our customers use less of?"
T
T/F? functional clues on the "what" of the experience and context clues on the "how" of the experience
T
T/F? if you need to transfer a customers call, always ask permission to do so
T
T/F? the ultimate goal is to find the sweet spot so that customers experience all 4 realms-education, entertainment, esthetics, escapist.
T
T/F? when looking to improve experiences, you rlimante the negative clues, examine the neutral ones, and explore the positive ones.
T
The credibility and competency of the staff contribute to the overall CX. Competency is:
The actual expertise an individual has based on their knowledge of the subject
Hitting the sweet spot means a customer is engaged in all 4 quadrants. for the experience of skiing, the locale is considered to be in the _________realm or quadrant. a. entertainment b.escapist c. esthetic d. educational
a
According to Kathy Macdonald, when looking at improving a customer experience, you need to: A. keep the positive clues as is so you dont change the experience B. ignore the neutral clues bc they have no effect on the experience C. eliminate the negative clues first d. ignore the clues and focus on good service
c
Which one of the following statements about CJMS are most correct? a. The CJMS for all your personas will be the same b. CJMS represent the company's perception and opinion of the customer journey and does not need to be validated with research c. not all interactions captured on a CJM involve a touchpoint with your company d. while emotions are a huge part of customer experience, capturing emotions on a CJM is distracting
c
Which one of the following statements is true? A. Facility design equipment, furnishings, displays, signs, colors, textures, sounds, and lighting have no effect on the customer experience B. mechanic clues are encountered only after the customer enters the location C. Companies need to manage the emotional component of experiences with the same rigor they bring to the management of product and service functionality D. customers understand and process clues in a conscious way since they know how the clues impact how they feel in an experience
c
The key to getting things under control when managing your time is to spend most of your time in: a. Q1 (things that are urgent and important) b. Q4 (things that ae not urgent and not important) c. Q3 (things that are urgent but not important) d. Q2 (things that are important but not urgent)
d
Which one of the following is an example of the clues aligning with the motif/theme? a. walking into the Ritz Carlton and having no one to carry your luggage b. Walking into Starbucks and smelling burnt coffee c. walking into a McCafe and being seated by a hostess d. Walking into a Nordstrom and hearing a person playing the piano
d
