1a. Customer Insight & Understanding Flashcards by People first

Which of the following voice of the customer best practices BEST represent a company’s preparedness to respond and act on customer feedback?

A) Close the feedback loop

B) Know what the feedback says

C) Open the gates to customer feedback

D) Take real and deliberate action

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Which of the following types of validity is used to tell how well an instrument covers the range of meanings included with a concept that is being measured?

A) Content validity

B) Construct validity

C) Face validity

D) Criterion-related validity

A) Content validity

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What is a critical way to foster a positive employee experience that will, in turn, lead to a positive customer experience?

A) Stress the idea that abiding by policy is more important than customer satisfaction

B) Empower the teams on the front lines to make their own decisions

C) Focus on measures of individual success, not that of the total enterprise

D) Reward employees who win new customers but not those who nurture and maintain existing ones

B) Empower the teams on the front lines to make their own decisions

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Which of the following steps in capturing the voice of the customer is BEST described as determining who the end user of the product or service is?

A) Capturing customer wants and needs

B) Customer identification

C) Organizing the data

D) Scoping the innovation

B) Customer identification

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A voice of the employee program can best be described by which of the following statements?

A) Program used for employees to submit ideas for improving their workspace.

B) Program used for employees to submit ideas for improving customer experience.

C) Program used for customers to submit ideas for improving the experience with employees.

D) Program used for employees to submit ideas for improving the experience with other employees.

B) Program used for employees to submit ideas for improving customer experience.

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In which of the following predominant micro-moments, customers generally look for information on how to use a product or complete a product-related task?

A) I Want to Go Moments

B) I Want to Know Moments

C) I Want to Do Moments

D) I Want to Buy Moments

C) I Want to Do Moments

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All of the following are activities used to achieve the goal of collecting and analyzing customer voice EXCEPT:

A) Assess and prioritize customer needs based on their frequency, value, and impact

B) Assign ownership of stakeholders’ needs to analysts by their specialization

C) Develop qualitative and quantitative customer feedback mechanisms

D) Illustrate the impact of customer perceptions and use of products

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Which of the following departments is MOST critical in joining a voice of the customer study team within a company?

A) Accounting department

B) Customer service department

C) Human resources department

D) Finance department

B) Customer service department

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Which of the following BEST defines - Customer Segment Personas?

A) Customer profile information collected during a specific time period

B) Detailed profile of fictitious customers based on demographic representation of customer group

C) Detailed profiles of current customers purchasing goods or services from a company

D) Profile pictures and generic contact information of customers within a clientele database

B) Detailed profile of fictitious customers based on demographic representation of customer group

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Which of the following contexts in moments of truth goes back to CX’s foundational tenet, where the sum total of a customer’s interactions determines how the customer feels about their relationship with the organization?

A) Relationship context

B) Personal context

C) Real-time situational context

D) All the above

A) Relationship context

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People power requires that you also develop metrics for evaluating the use and impact of which of the following?

A) Specific brand alignment

B) Specific brand behaviors

C) Specific brand notices

D) Specific brand cost

B) Specific brand behaviors

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Which of the following types of validity is used when the results from the instrument accurately relates/predicts some kind of external variable?

A) Content validity

B) Construct validity

C) Face validity

D) Criterion-related validity

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The majority of customer insights will come from which of the following?

A) Employees

B) Customer call teams

C) Customers

D) Other sources

C) Customers

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The seven stages of the Customer Relationship Lifecycle (CRL) include all the following EXCEPT:

A) Awareness and Knowledge

B) Consideration and Selection

C) Responsibility and Action

D) Satisfaction and Loyalty

C) Responsibility and Action

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Which of the following customer complaint barriers MOSTLY leads to wasting time because of too much reaction to customer complaints?

A) Dealing with minor complaints

B) High complaint barriers

C) Low complaint barriers

D) Passive attitudes to the voice of the customer

A) Dealing with minor complaints

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Which of the following visually illustrate a particular persons’ activities over time?

A) Journey maps

B) Personas

C) Touchpoints

D) VOC

A) Journey maps

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The following are resources necessary to establish a “Customer Insights” team EXCEPT:

A) Buy-in from stakeholders

B) Dedicated centralized program manager

C) Funding for tools, resources, and research

D) Outsourcing of survey tools and contact processes

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From a company point of view, which of the following central facets of a VoC program includes encompassing both qualitative and quantitative customer feedback?

A) Comprehensiveness

B) Responsibility

C) Actionability

D) Accountability

A) Comprehensiveness

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Which of the following tools is used during the process of capturing customer wants and needs when determining the voice of the customer?

A) A boundary diagram

B) A house of quality

C) A quality functional deployment

D) An analytical survey

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Which of the following will lay the groundwork for each of the customer experience disciplines?

A) Voice of the customer and customer understanding

B) Customer-centric culture

C) Experience design and improvement

D) Customer experience strategy

A) Voice of the customer and customer understanding

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Which of the following is conducted when market researchers make video recordings of customers not only using products but also completing a range of typical tasks?

A) Systematic Observations

B) Contextual interviews

C) Quantitative research

D) Personal interviews

A) Systematic Observations

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In the customer lifecycle, which of the following stages BEST represents the user’s perception of the brand?

A) Agree/get

B) Awareness

C) Consume

D) Interact

B) Awareness

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Which of the following is defined as how accurate an instrument or survey is at measuring what it is trying to measure?

A) Reliability

B) Validity

C) Integrity

D) Loyalty

B) Validity

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Which of the following are most likely to reach the largest group of customers?

A) Journey mapping

B) Surveys

C) Focus groups

D) Customer diaries

B) Surveys

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**Which of the following BEST defines - market opportunity?** A) A company meeting customer needs more effectively than the market was meeting those needs before. B) A deep understanding of a customer's needs and behaviors. C) An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain. D) The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

D) The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

**Which of the following must be the focus for the customer journey map?** A) Customer experience from point to point B) Individual customer experiences C) General experiences of a customer D) The end-to-end experience of a customer

D) The end-to-end experience of a customer

**Which of the following predominant micro-moments is your best opportunity to close the sale or swing a consumer to your brand?** A) "I Want to Go" Moments B) "I Want to Know" Moments C) "I Want to Do" Moments D) "I Want to Buy" Moments

D) "I Want to Buy" Moments

**Which of the following may be created for customer journey mapping based on core behavioral patterns?** A) Touchpoints B) VOC program C) E-contacts D) Personas

D) Personas

**Which of the following is an example of the LEAST acceptable path to understanding what a customer wants?** A) An employee assumes the customer may want more than what they are asking for. B) An employee assumes the customer is always right. C) An employee handles all customers differently depending on their needs. D) An employee assumes to know what a customer wants because the employee would want it as well.

D) An employee assumes to know what a customer wants because the employee would want it as well.

**Which of the following BEST identifies this description: information is used after there is a record of a customer interaction?** A) The audience of Customer Relationship Management B) The promotion of Customer Relationship Management C) The purpose of Customer Relationship Management D) The timing of Customer Relationship Management

D) The timing of Customer Relationship Management

**Which of the following does a customer journey map plot?** A) A preview of the course a customer before it begins a relationship with a company. B) The pre- and post- reactions to a customer's relationship with a company. C) The entire course of a customer's relationship with a company. D) The journey a customer takes when walking through the front door of a company until exiting.

C) The entire course of a customer's relationship with a company.

**Which of the following have built-in limitations as to the insights they can uncover about customers' needs?** A) Surveys B) Focus groups C) Customer diaries D) Ethnographic research

A) Survey

**Which of the following types of reliability is used when different survey questions are compared to see how they produce similar results?** A) Parallel form B) Internal consistency C) Test-retest D) Inter-rater

B) Internal consistency

**Which of the following components of the Customer Lifetime Value (CLV) includes the expected value of new and repeat sales to customers referred to your company's products or services through advocacy?** A) Potential Total CLV B) Actual Direct CLV C) Potential Direct CLV D) All the above

A) Potential Total CLV

**Which of the following BEST defines - customer segmentation?** A) It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting B) Proposes personalized offers based on usage, billing, and other customer data analysis C) Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels D) Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

A) It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

**Which of the following contexts in moments of truth illuminate how the customer is going to react in a given situation and can even reveal intent?** A) Relationship context B) Personal context C) Real-time situational context D) All the above

B) Personal context

**Which of the following customers generally produce fewer candid reviews and a much lower number of reviews per purchase?** A) B2C customers B) C2B customers C) B2B customers D) All customers

C) B2B customers

**Which of the following customer complaint barriers MOSTLY reduces the incentive to report to the company?** A) Dealing with minor complaints B) High complaint barriers C) Low complaint barriers D) Passive attitudes to the voice of the customer

B) High complaint barriers

**Which of the following BEST describes the "Real-time" of the "Real-time Experience Tracking"?** A) Customers mail survey responses to the company and receive a dollar for participation B) Customers receive-send survey information on their phones sometime after the transaction to the company C) Customers respond to survey questions with an agent over the phone immediately after the transaction D) Customers submit responses in person to the company

C) Customers respond to survey questions with an agent over the phone immediately after the transaction

**Which of the following can BEST help a company gather customer feedback about specific interactions?** A) Focus groups B) Customer diaries C) Surveys D) Journey mapping

C) Surveys

**Which of the following voice of the customer best practices BEST represents setting up and maintaining a formal process whereby someone is responsible for following up on every piece of customer feedback that get submitted and tracking each of those submissions through to resolution?** A) Close the feedback loop B) Know what the feedback says C) Make feedback collection part of the routine D) Open the gates to customer feedback

A) Close the feedback loop

**Diary studies, in-home observations, and one-on-one interviews are examples of which of the following?** A) Focus groups B) Surveys C) Journey mapping D) Ethnographic research

D) Ethnographic research

**The central facets of a Voice of the Customer program from a customer's perspective include all the following EXCEPT:** A) Availability B) Anonymity C) Accountability D) Responsiveness

**D) Responsiveness** Explanation: All other three are what a customer is expecting from the company for providing his feedback. Responsiveness is what the company expect when it asks for feedback from customers and can be affected by providing the other three.

**Which of the following plot all the touchpoints a customer interacts with during a relationship with a company?** A) VOC B) Journey maps C) Personas D) Ethnographic research

B) Journey maps

**An employee submitting ideas for improving customer experience, vote on others' ideas, and track from submission to implementation are components of which of the following programs?** A) VOC B) Word of Mouth C) Voice of the Employee D) Voice of the Company

C) Voice of the Employee

**Which of the following BEST defines - Voice of the Customer Program?** A) A channel for acquiring business insight about customers and what is important to them B) A marketing strategy to promote customer-centric products and services C) A specially designed focus group D) A survey technique

A) A channel for acquiring business insight about customers and what is important to them

**The Pre-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following?** A) Awareness, Knowledge, and Consideration B) Satisfaction, Loyalty, and Advocacy C) Selection or Trial D) None of the above

A) Awareness, Knowledge, and Consideration

**Which of the following components of the Customer Lifetime Value (CLV) is the expected value of potential current and future purchases assuming 100% loyalty (or "wallet share")?** A) Actual Direct CLV B) Potential Direct CLV C) Potential Total CLV D) None of the above

B) Potential Direct CLV

**Which of the following is a tool used to garner deep insights about how your customers think, feel, hear, and do?** A) Journey map B) Loyalty map C) Empathy map D) Touchpoint map

C) Empathy map

**Taking customer data and turning it into a compelling picture or story is an example of using which of the following?** A) Personas and journey maps B) Word of Mouth C) Ethnographic research D) Surveys and journal entries

A) Personas and journey maps

**Which of the following customer complaint barriers MOSTLY leads to inviting customer exaggeration of dissatisfaction?** A) Dealing with minor complaints B) High complaint barriers C) Low complaint barriers D) Passive attitudes to the voice of the customer

**D) Passive attitudes to the voice of the customer** Explanation: A will cause inefficiencies; B will cause low number of complaints; C will cause high number of complaints.

**Which of the following company research methods is BEST described as "camping out," where a company observes customers using the product or service in their own environment?** A) Customer advisory board B) Customer brainstorming C) Ethnography D) Focus groups

C) Ethnography

**Which of the following contexts in moments of truth boils down to the actual micro-moment where the customer wants to know, go, do or purchase?** A) Relationship context B) Personal context C) Real-time situational context D) All the above

C) Real-time situational context

**Which of the following steps in capturing the voice of the customer includes outcome expectation, performance expectation, and perception expectation?** A) Capturing customer wants and needs B) Customer identification C) Organizing the data D) Scoping the innovation

A) Capturing customer wants and needs

**Which type of research involves going beyond outcome-driven innovation, by probing deep, looking to identify underlying codes and emotional factors driving the product use?** A) Contextual interviewing B) Ethnographic research C) Systematic observation D) Case studies

B) Ethnographic research

**Who of the following is responsible for ensuring touchpoint experiences are as intended and the only way to do this well is to build a robust VOC system/program?** A) Entire companies and organizations B) Customers and employees C) C-Suite and employees D) Associates and CEOs

A) Entire companies and organizations

**Which of the following benefits of the voice of the customer program applies to the product development team?** A) Contributes to product improvement and identifying future products B) Crafts the company's strategic vision C) Facilitates the development of effective positioning and messaging of products or services D) Proactively detects trends in business outcomes

A) Contributes to product improvement and identifying future products

**Which of the following BEST identifies this description: intention to locate places to add offering in the gaps between expectations and experience?** A) The audience of Customer Experience Management B) The monitoring of Customer Experience Management C) The purpose of Customer Experience Management D) The timing of Customer Experience Management

C) The purpose of Customer Experience Management

**Listening to the opinions and comments from frontline employees may be an example of a company having which of the following type of programs?** A) Voice of the Customer B) Voice of the Employee C) Voice of the Frontline D) Voice of the Company

B) Voice of the Employee

**In which of the following predominant micro-moments, consumers want to learn something and are searching for information on a product or related topic?** A) "I Want to Go" Moments B) "I Want to Know" Moments C) "I Want to Do" Moments D) "I Want to Buy" Moments

B) "I Want to Know" Moments

**Which of the following leads to customer experience improvements that matter to an organization or company?** A) Thinking you know what a customer wants B) Knowing what the customer wants C) Understanding the employees' feedback regarding customers D) Less interaction between customers and touchpoints

B) Knowing what the customer wants

**Ethnographic research can help a company understand how to create experiences that fit within the context of which of the following?** A) A customer's personal life B) A customer's professional life C) A customer's private life at home D) A customer's personal and professional life

D) A customer's personal and professional life

**For the creation of a customer journey map, all of the following are tracked EXCEPT:** A) Discovery of product or service B) Word of mouth about a product or service C) Evaluation of product or service D)Support for a product or service

B) Word of mouth about a product or service

**Which of the following benefits of the voice of the customer program applies to the marketing department?** A) Contributes to product improvement and identifying future products B) Crafts the company's strategic vision C) Facilitates the development of effective positioning and messaging of products or services D) Proactively detects trends in business outcomes

C) Facilitates the development of effective positioning and messaging of products or services

**Which of the following is considered a fundamental flaw of gathering data from customers, whether it is from quantitative satisfaction surveys or it is qualitative insights from focus groups and interviews?** A) The customer's dislike for providing feedback B) The customers' biases for competitor products C) Customers' faulty memories affect the gathered data D) The types of customers used in gathering data

C) Customers' faulty memories affect the gathered data

**Which of the following will help you document what your customers really do?** A) Journey maps B) Personas C) Touchpoints D) VOC

A) Journey maps

**When analyzing customer feedback in a voice of the customer program, which of the following BEST describes - Predictive Analysis ?** A) Allowing companies to understand cause-and-effect and to forecast changes in a business outcome B) Allowing the company to drill-down and to identify a subset of customers of interest C) Producing a tree-like graph subdividing the customer population into the most opportunistic subsets D) Providing a consistent view of the customer feedback information over time, organized to be directly applicable to the company's business objectives

A) Allowing companies to understand cause-and-effect and to forecast changes in a business outcome

**Which of the following types of reliability is used when the decisions from different raters are compared to each other to see how consistent the rater's decisions are?** A) Internal consistency B) Parallel form C) Inter-rater D) Test-retest

C) Inter-rater

**In which type of research do market researchers make video recordings of customers not only using products but also completing a range of typical tasks?** A) Contextual interviewing B) Surveys C) Systematic observation D) Case studies

C) Systematic observation

**Which of the following BEST defines - churn propensity scoring ?** A) It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting B) Proposes personalized offers based on usage, billing, and other customer data analysis C) Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels D) Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

D) Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

**Which of the following statements is most accurate?** A) A company has little influence on how a customer feels or behaves regarding future interactions and business. B) The way a customer feels and behaves has little determination on a customer's final decision. C) The way a customer feels has little to do with behavior but will indicate whether they remain as a customer. D) The way a customer feels will dictate how they will behave and whether they remain a customer.

D) The way a customer feels will dictate how they will behave and whether they remain a customer.

**Which of the following are fictional characters that embody your target customers' key behaviors, attributes, motivations, and goals?** A) Voice of the customer B) Touchpoints C) Personas D) Journey maps

C) Personas

**Which of the following research methods is BEST described as a primary research source that qualitatively collects direct feedback from customers on a one-on-one basis?** A) Customer interviews B) Ethnography C) External literature D) Self-documentation

A) Customer interviews

**Fictional characters called personas are embodied to target all of the following of customers EXCEPT their:** A) Voices B) Behaviors C) Attributes D) Motivations/goals

A) Voices

**Which of the following plot the entire course of a customer's relationship with a company?** A) Journey maps B) Personas C) Touchpoints D) VOC

A) Journey maps

**Customers constantly provide unsolicited and honest feedback about experiences through all of the following EXCEPT:** A) Emails B) Support calls C) Chat sessions D) Surveys

D) Surveys

**Which of the following types of reliability is used when the same instrument or survey is given to a group of people at two different times?** A) Test-retest B) Parallel form C) Internal consistency D) Inter-rater

A) Test-retest

**Which of the following levels of customer needs BEST describes the primary needs, which are the upper-level needs used by the team to establish a clear direction for marketing?** A) Operational needs B) Strategic needs C) Tactical needs D) Voice of the customer needs

B) Strategic needs

**The Post-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following?** A) Awareness, Knowledge, and Consideration B) Satisfaction, Loyalty, and Advocacy C) Selection or Trial D) None of the above

B) Satisfaction, Loyalty, and Advocacy

**Which of the following is one of the most important steps in building a mature VOC system as it relates to feedback from customers?** A) Feedback is used to analyze profits. B) Feedback is shared with employees. C) Feedback is recorded. D) Feedback received does not go unheard.

D) Feedback received does not go unheard.

**Which of the following best describes or defines ethnographic research?** A) Observing customer behavior during employee interactions B) Observing customer behavior with other customers C) Observing customer behavior after a sale of a good or service D) Observing customer behavior in a natural setting

D) Observing customer behavior in a natural setting

**The most critical customer interactions are referred to as:** A) Eye-opening Experiences B) Moments of Truth C) The Final Deciders D) Targets of Emphasis

B) Moments of Truth

**Which of the following BEST defines - best next offer ?** A) Categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting B) Proposes personalized offers based on usage, billing, and other customer data analysis C) Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels D) Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

B) Proposes personalized offers based on usage, billing, and other customer data analysis

**Which of the following is an important reason to gather data from customers?** A) To change the mindset of staff and managers B) To change the mindset of the customer C) To better understand finances D) To grow in the emotional awareness of staff

A) To change the mindset of staff and managers

**Which of the following is MOST important when establishing a Customer Insights team?** A) Buy-in from stakeholders and team members B) Closed access to data C) Meeting revenue targets D) Tasks divided into territories

A) Buy-in from stakeholders and team members

**Which of the following is the scientific study of how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others?** A) Motivation research B) Social psychology C) Voice of the Customer D) Behavioral psychology

B) Social psychology

**The following are indicators for the need to create a new Customer Segment type EXCEPT:** A) Appearance of high-potential customer segments in new markets B) Change in company mission and values, which shifts target customers C) Evolution of segments due to changes in the customer base or technology D) Shift in the market, resulting in new product users

B) Change in company mission and values, which shifts target customers

**Which of the following data types BEST refers to gathering from various sources information such as contracts, channels, billing, demographics?** A) Contextual data B) Network data C) Operational consumer data D) Research data

C) Operational consumer data

**Which of the following is the final step in managing customers' feedback?** A) CX manager monitors or solicits feedback B) Associate communicates with customer C) Opportunity or issue is identified D) Integrate feedback back to the CX process

D) Integrate feedback back to the CX process

**Which of the following objectives BEST describes collecting and analyzing customer voice?** A) Capture the views and attitudes of the customer and translate it into usable insights B) Destabilize customer churn and increase customer retention C) Package and deliver customer data and knowledge to influence the decision making of goods or services D) Utilize knowledge to improve products' features and performance

A) Capture the views and attitudes of the customer and translate it into usable insights

**Which of the following interview questions does NOT contribue to the underlying research question: "What is the purpose you use this product or service for?"** A) When do you use this product or service? B) Who else uses this product or service? C) How does this product or service help you do your work? D) How do you feel about the product or service?

B) Who else uses this product or service?

**Which of the following will best assist in facilitating conversations about customer research with people across your company?** A) VOC programs B) Touchpoints and personas C) Customers' behaviors D) Personas and journey maps

D) Personas and journey maps

**Which of the following BEST defines - customer insights?** A) A company meeting customer needs more effectively than the market was meeting those needs before. B) A deep understanding of a customer's needs and behaviors. C) An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain. D) The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

B) A deep understanding of a customer's needs and behaviors.

**Which of the following technological tools is necessary for performing a systematic observation?** A) Cell phone B) Computer C) Motion-sensor lighting D) Video camera

D) Video camera

**Which of the following is an always on mechanism providing all customers the opportunity to share their compliments, complaints, and comments about their experiences?** A) Performance analysis B) Active Listening C) Collective feedback D) Pulse monitoring

B) Active Listening

**Which of the following describes the origin of ethnographic research?** A) Business and marketing research to study voice of the customer B) Linguistic research to study languages C) Mathematical research on statistical analysis D) Social science research to study tribal cultures

D) Social science research to study tribal cultures

**Which of the following is the first step in managing customers' feedback?** A) Research and resolve the issue B) Solicit feedback C) Opportunity or issue is identified D) Associate communicates with customer

B) Solicit feedback

**Which of the following BEST describes the acquisition stage of the - Customer Journey ?** A) Advocacy B) Intent C) Purchase D) Support

C) Purchase

**Ethnographic research involves observing customer behavior mostly in which of following locations or experiences?** A) Natural setting B) Store or organization C) Interaction with other customers D) Interaction with employees

A) Natural setting

**Which of the following is generally the primary building blocks of a voice of the customer program?** A) Journey mapping B) Surveys C) Focus groups D) Customer diaries

B) Surveys

**Which of the following strategies is the BEST way to solicit continuous voice of customer data?** A) Divide the customer base into 12 distinct groups and survey each once a month B) Include customer insight questions on the annual Employee survey C) Hold quarterly customer focus groups D) Give customers a way to send feedback whenever they want.

**D) Give customers a way to send feedback whenever they want** Explanation: All of the options are good ideas but the less restrictive data gathering route is D.

**Which of the following is the WORST advice to give an employee who is going to be embarking on their first journey mapping project?** A) Map every customer and every journey B) Start with broader phases of the journey first C) Map touchpoints before the detailed journey elements D) Map above the line and below the line

**A) Map every customer and every journey** Explanation: Any serious project begins with a discussion on scope. You cannot 'boil the ocean' and map every journey and every customer type. Even if you have the budget there is no way you could possibly act against all of the insights. The employee would end up spinning their wheels.

**What is the MOST important reason to invest in VoC technologies to support CX improvement programs?** A) VoC tech can give real-time dashboard access to executives and managers for tracking high-impact CX improvements B) VoC tech should aim for customer issue prevention firstly and customer issue resolution secondly C) VoC tech can automatically improve CX through artificial intelligence D) All of these answers are strong links

**B) VoC tech should aim for customer issue prevention firstly and customer issue resolution secondly** Explanation: The highest level of CX improvement is prevention of issue occurrence in the first place. When VoC tech contributes to this, you are building strong customer-centricity, ideal CX design, and ongoing ROI

**Which of the following is defined as how accurate an instrument or survey is at measuring what it is trying to measure?** A) Reliability B) Validity C) Integrity D) Loyalty

B) Validity

**Which of the following is defined as the degree to which an instrument or survey produces consistent results?** A) Reliability B) Validity C) Insight D) Actuality

A) Reliability

**The results of a qualitative user experience management systems will ultimately improve all of the following facets of a business EXCEPT:** A) Improved internal process B) More efficient operations C) Better business relationships D) Improved competition awareness

D) Improved competition awareness

**Which of the following BEST defines "Customer Value"?** A) A company meeting customer needs more effectively than the market was meeting those needs before B) A deep understanding of a customer's needs and behaviors C) An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain D) The differnece between the degree to which the market meets customers needs today and what the market would provide to customers if it were completely meeting those needs.

A) A company meeting customer needs more effectively than the market was meeting those needs before

**Which of the following customer feedback levels is taken to a manegerial level whereby feedback is disseminated throughout the company?** A) Aggregate customer level B) Enterprise level C) Individual customer level D) Organizational level

**D) Organizational level** Explanation: An organization is a group of people who work together for a common purpose of managing economic, social or political activities. A family living together can be an example of an organization. A group of friends gathered together to plan and execute a community event can also be an example of an organization. In this question - the organizational level is the managers group mentioned. Aggregate customer level = Used for segment view Individual customer level = For relevant department to fix or learn from

**In an interaction, oftentimes the best way to make a customer happier is to do which of the following?** A) Ignore the customer until they seek assistance B) Allow a customer to aimlessly explore C) Spend as much time as possible with a customer D) Intervene temporarily to help them focus

**D) Intervene temporarily to help them focus** Explanation: The customer is interacting with us, but regardless if it is a self-service or assisted service, we should allow the customer their freedom to explore until they seek for the assistance. It can make the customer happy if we only intervene for a certain period and allow them after to continue being in control.

**According to an experiment performed by psychologist Daniel Kahneman and his associates, which of the following is the rule that determines the relationship between the way humans percieve a situation while it is happening versus how they recall it?** A) End-Result Rule B) End-to-End Rule C) Real-Recall Rule D) Peak-End Rule

D) Peak-End Rule

**Which of the following BEST defines a pain point experienced by a customer?** A) A specific problem/concern when using a product or service of a company B) The negative comment shared by a customer using a product or service of a company C) A customer's worry or desire related to a product or service of a company D) Overall customer's experience with a product or service of a company

A) A specific problem/concern when using a product or service of a company