unit 3

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

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

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

aligning business activities with customer needs

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

argumentative

The first step in handling customer complaints is to:

ask the customer to be brief

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

being patient, flexible and empathetic

Emphasizing customer service can help a business to be:

competitive

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

consistent experiences

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

devote their full attention to customers

An important reason for having business policies is that policies:

help employees to make consistent decisions

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

image

One action that an ethical business can take to help build the long-term trust and loyalty of its customers is to:

implement a comprehensive customer privacy policy

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

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

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

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

maintaining a positive attitude

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

making a brand promise

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

offend the clients

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

positive body language

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

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

provide the customer

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

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

suggestions for new products

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

treat customers fairly

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

updating customer information in the computer database

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 most important factor in carrying out brand promise is:

employees

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

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

restate the complaint

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

result in customer satisfaction

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

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

knowledgeable salespeople are more likely to make sales

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

listen patiently and try to stay calm

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

lose credibility

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

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

on the Internet

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

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

What is one of the purposes of having business policies?

to make sure the business's actions are consistent

Salespeople sometimes have difficulty meeting the needs of customers who:

voice their opinions in a loud manner

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?