2a. Customer Experience Strategy Flashcards by People first

In many cases, [__________] now control the relationship they have with brands, which represent a shift for marketing from company sales cycles to customer buying cycles.

A) Management

B) Employees

C) Customers

D) Executives

C) Customers

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Which of the following questions is related to the Net Promoter System for continuous improvement?

A) Which handful of actions will generate the most impact with our target customers?

B) When we put ourselves in the customer’s shoes, how do we like it?

C) What do we want to stand for in the eyes of our customers?

D) How can we use customer feedback to promote employees’ learning and behavior changes?

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Most organizations believe that the biggest barrier to CX change is not a lack of resources, but which of the following?

A) Getting their people to see their service from the obvious point-of-view

B) Getting their people to see their service from the staff point-of-view

C) Getting their people to see their service from the bottom view

D) Getting their people to see their service from the customer’s point-of-view

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As a result of experience training, a staff will be more engaged and able to see things from which of the following points of view?

A) Manager’s point of view

B) Staff’s point of view

C) Customer’s point of view

D) Public’s point of view

C) Customer’s point of view

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Which of the following defines a branded customer experience?

A) Designed experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.

B) Designed experience that is intentionally differentiated from other brands but with inconsistent delivery across a few customer channels in a way that adds value to the core customer proposition.

C) Random experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.

D) Designed experience that is unintentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.

A) Designed experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.

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Improving customer experience has broader business and financial implications for the organization, with a range of improvements in which of the following?

A) Cost and efficiency

B) Cost and overhead

C) Cost and purchasing

D) Cost hardship

A) Cost and efficiency

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Which of the following is an example of Using Maps to Drive Prioritization?

A) Bring definition and detailed focus to the customer portrait, and in a dynamic landscape of constant customer influence

B) Keep in mind the multi-dimensional nature of a customer journey and assigning a ‘weight’ to the impact of each step of the organization’s success; prioritize by weight

C) Direct an organization’s specific environment, shaping the behavior of those working within it

D) Document and illustrate employees processes, needs, and perceptions.

B) Keep in mind the multi-dimensional nature of a customer journey and assigning a ‘weight’ to the impact of each step of the organization’s success; prioritize by weight

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Which of the following customer experience components should help guide decision making and prioritization across an organization?

A) Customer experience strategy

B) Customer insight

C) Voice of the Customer research

D) All the above

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Apart from the direct negative effect abusive behavior can have on the customer experience, which of the following is NOT a possible result of such negative behavior?

A) Lowering company cost

B) Damaging company property

C) Lowering employee morale

D) Increasing employee turnover

A) Lowering company cost

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Which of the following is the shared vision between employees and partners of an organization?

A) Customer experience index

B) Customer satisfaction index

C) Customer experience strategy

D) Customer satisfaction strategy

C) Customer experience strategy

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Consistent delivery of outstanding customer experience is most effectively achieved when the company takes a/an [___________] approach.

A) Holistic

B) Accelerated

C) Targeted

D) Agile

A) Holistic

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The shared vision of a customer experience strategy between employees and partners of an organization must be which of the following?

A) Indexed

B) Aligned

C) Consistent

D) Compartmentalized

B) Aligned

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Understanding of problems customers may not realize they have or may not be able to describe, is a component of which of the following characteristics of effective customer experience?

A) Deliver innovative solutions to customers’ problems

B) Earn and carefully protect the customers’ trust

C) Go beyond what’s called for

D) Balance value delivered and balance captured - on both sides

A) Deliver innovative solutions to customers’ problems

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To demonstrate the linkage between investments that have to be made and the expected return on those investments, the methods can include which of the following?

A) Correlation analysis

B) Transaction analysis

C) Path analysis

D) All the above

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Which of the following is the most accurate statement?

A) Customers are the people who have purchased your goods or services.

B) Customers are the people who have purchased your goods or services, and those who intend to buy your goods/services.

C) Customers are the people who have purchased your goods or services or those who intend to buy your goods/services but not both

D) Customers are those who intend to purchase your goods or services.

B) Customers are the people who have purchased your goods or services, and those who intend to buy your goods/services.

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Which of the following defines experience positioning?

A) A set of differentiated customer outcomes and the extended experience the customer will have for each of the most important customer situations.

B) Imprecise statements of the essence of the experience

C) Make experiences dynamic, describe the evolution of particular types of customer relationships over time.

D) All the above

A) A set of differentiated customer outcomes and the extended experience the customer will have for each of the most important customer situations.

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Which of the following is an example of Customer Lifecycle Mapping?

A) End-to-end customer experience map

B) Compelling mission and vision statement established to focus on delivering lasting value to the company

C) Critical insights into the company’s existing and target customer base

D) Conducted to identify key threats and opportunities

A) End-to-end customer experience map

Explanation: Customer lifecycle journey map is a visual representation of the ideal path that a customer will take as they interact with a brand along their way toward becoming a loyal, lasting customer

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The customer experience is the internal and subjective response customers have to any direct or indirect contact with which of the following?

A) The company

B) The advertisement

C) The service

D) The product

A) The company

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Direct contact generally occurs in the course of the purchase, use, and service and is usually initiated by which of the following?

A) The management

B) The marketer

C) The manufacturer

D) The customer

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All the following summarize best practices and reflect tried and tested approaches that are used to guide CX strategy development and initiatives in organizations EXCEPT:

A) Reasonable: The employees cannot be burdened with expectations.

B) Adaptive: Strategy must be adaptive because the business environment changes.

C) Resources: A good strategy galvanizes the resources needed to execute the strategy.

D) Sustainable: It must be sustainable over time and increase customer lifetime value.

A) Reasonable: The employees cannot be burdened with expectations.

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For the customer, service means: their [ ___________ ], as seen by them, as discussed with friends and as felt when they interact with people and/or technology within the organization.

A) Experience

B) Savings

C) Perspective

D) Loyalty

A) Experience

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Which of the following pillars of customer experience excellence is directed at achieving an understanding of the customer’s circumstances to drive rapport?

A) Expectations

B) Time and Effort

C) Personalization

D) Empathy

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One of the key drivers for growth is the value created by which of the following?

A) Employees

B) Real Estate

C) Pricing

D) Services

A) Employees

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Which of the following is the collection of values, objectives, perceptions, and assets from which the company identity and strategy is built?

A) Brand

B) Service interface

C) Customer experience

D) Marketing

A) Brand

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**To facilitate the strategy development with the cross-functional team looking outside-in allows you to place the customer at which of the following levels?** A) Above board B) At center stage C) At value placement D) Below-cost line

B) At center stage

**"A strategy is simply a plan of action to meet the stated objectives”. In defining a mobile strategy in order to achieve customer convenience, a firm must address all the following questions EXCEPT:** A) What part of our customer base do we want to reach with a mobile offering? B) Which of our services should be included in our mobile offering? C) How much will we invest and in what kind of mobile offering? D) All the above

D) All the above

**Researchers have shown which of the following as strong predictors of future satisfaction scores?** A) Current probability scores B) Current reality scores C) Current processing scores D) Current satisfaction scores

D) Current satisfaction scores

**What is the first step that should be taken when developing a branded customer experience?** A) Learn customer expectations by conducting focus groups and/or surveys B) Observe employee-customer interactions to determine existing trouble spots C) Obtain a clear understanding of the vision of the company by conducting executive interviews D) Have employees role-play being customers so that they can get an outside-in view of the company.

**C) Obtain a clear understanding of the vision of the company by conducting executive interviews** Explanation: If you don't get what the other executives is trying to accomplish, you cannot design the branded CX , as it will not be aligned with the others. The fact A is not the correct answer, is because you first need to know internally in which of the customers you should focus. What is the company's ideal customer profile. The worst thing to do is building the best CX for the wrong customer.

**Which of the following best explains the role of marketing for an organization?** A) It delivers to customers B) It tells the story C) It sets the stage D) It is interchangeable

B) It tells the story

**Which of the following pillars of customer experience excellence is directed at turning a poor experience into a great one?** A) Empathy B) Personalization C) Integrity D) Resolution

D) Resolution

**Which of the following involves attracting similar customers and managing the service environment to foster customer-to-customer interactions that enhance customer satisfaction?** A) Customer management B) Experience management C) Compatibility management D) Behavior management

**C) Compatibility management** This term is specifically used in the context of service marketing, which is the process of managing multiple and sometimes conflicting segments. This may be broadly defined as “a process of first attracting homogenous consumers to the service environment, then actively managing both the physical environment and customer-to-customer encounters in such a way to enhance satisfying encounters and minimize dissatisfying encounters."

**The experience stage of the improvement “roadmap” is related to which of the following?** A) Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping B) Create small high-powered teams, high-level advisory group C) Differentiate the company, provide quite a different experience than that of the competition D) Articulate the nature of the customer experience, included the emotions that the organizations agree they wanted their customers to feel

D) Articulate the nature of the customer experience, included the emotions that the organizations agree they wanted their customers to feel

**What does customer experience do for a company?** A) Delivers to customers, based on customer wants and needs B) Sets the stage C) Tells the story D) Guarantees profitability

A) Delivers to customers, based on customer wants and needs

**Which of the following perspectives must be considered when related to a service?** A) The service provided from the operation’s point-of-view B) The service received from the customer’s point-of-view C) The service given from an employee’s point-of-view D) Both A and B

D) Both A and B

**Which of the following customer experience components should align strategy with the organization's brand attributes?** A) Customer experience strategy B) Customer Centric Culture C) VOC, customer insight, and understanding D) Measurement, metrics, and ROI

A) Customer experience strategy

**A Chief Customer Officer with [ _ ] authority can examine and drive improvements in any process at any customer touchpoint to improve the overall customer experience.** A) Retention B) Acquisition C) Process D) Line

C) Process

**The relationship between brand, customer experience, and marketing is a hierarchy that...** A) Starts with a brand strategy tied to corporate business goals. B) Flows from brand strategy to customer experience. C) Puts customer experience ahead of customer-facing operations, including marketing. D) All the above

D) All the above

**Which of the following are elements that are outside of a retailer's control?** A) Influence of others B) Service C) Retail atmosphere D) Assortment of product

A) Influence of others

**Companies with good customer experience generally also have which of the following?** A) Difficult job role B) Difficult management C) Better advertising D) Better employee morale

D) Better employee morale

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

A) Buy-in from stakeholders and team members

**The adoption of an ethical business perspective and ethical practices to attract customers, make employees want to stay with the company and also creates which of the following?** A) Lower prices B) Higher costs C) Customer Lifetime Value (CLV) D) None of the above

C) Customer Lifetime Value (CLV)

**Thinking of CCOs (Chief Customer Officers), which of the following is most related to their goal for driving profitable customer behavior?** A) Accountability and ownership of all levels, prioritize customer initiatives B) Define customer portfolios C) Focus on initiatives such as customer retention, loyalty, satisfaction, and improving the customer experience D) None of the above

C) Focus on initiatives such as customer retention, loyalty, satisfaction, and improving the customer experience

**When CX professionals lack a clear customer experience strategy and vision for their organization, which of the following may result?** A) They open themselves up to vague interpretation. B) They don’t provide sufficient direction to employees. C) They avoid accountability for their CX efforts. D) All the above

D) All the above

**Where should you focus the bulk of your efforts when serving customers?** A) Emphasize increasing the loyalty of the most valuable customers and those who are likely to become valuable. B) Treat all customers equally; don’t focus on one group in particular. C) Focus on your newest customers; once they are “hooked”, shift your attention to even newer clients. D) Concentrate on pleasing customers who seem indifferent or are displeased with your service, and win them over at any cost.

A) Emphasize increasing the loyalty of the most valuable customers and those who are likely to become valuable.

**One of the critical drivers for growth is the value created by which of the following?** A) Employees B) Real Estate C) Pricing D) Services

**A) Employees** Explanation: All the other options represent things the company can have one day and the next not. Just like there is no company without customers, there is no company without employees.

**All the following recommendations could be adopted by a small group of people inside the organization wanting to improve the customer experiences of it, EXCEPT:** A) Seek potential collaborators B) Consider where the customer experience unit is located within the organization C) Learn the tactics and techniques of user-centered design, personas, and structured observation D) Listen to the voice of the customer, wherever you can ﬁnd it

B) Consider where the customer experience unit is located within the organization

**Which of the following is the perception your customers have of their interactions with your company?** A) Profitability and Sustainability B) Product Servicing C) Customer Experience D) Marketing

C) Customer Experience

**Which of the following action ensures that a company’s brand messaging** **(#) Sets the expectations for the experience** **and** **(#) Provides the foundation for a CX strategy that delivers on those promises?** A) Specify target customers B) Describe the desired emotional response C) Articulate the unique value D) Spell out alignment with brand values

**D) Spell out alignment with brand values** Explanation: "Align your messaging with your brand values"

**Which of the following is a TRUE statement?** A) Customer experience is the same as customer satisfaction B) Customer experience is offering low prices to satisfied customers C) Customer experience is not the same as customer satisfaction D) Customer experience is offering low prices to dissatisfied customers

C) Customer experience is not the same as customer satisfaction

**The undertake customer research stage of the improvement “roadmap” is related to which of the following?** A) Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping B) Create small high-powered teams, high-level advisory group C) Differentiate the company, provide quite a different experience than that of the competition D) Articulated the nature of the customer experience, included the emotions that the organizations agreed they wanted their customers to feel

A) Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping

**Which of the following can be described as a multichannel customer?** A) A customer who is always on the internet B) A customer who can be reached at any time C) A customer who communicates on a mobile as well as on a desktop D) A customer who has multiple channels of income and can potentially make expensive purchases

C) A customer who communicates on a mobile as well as on a desktop

**Which of the following questions is related to customer experience redesign?** A) Which handful of actions will generate the most impact with our target customers? B) When we put ourselves in the customer’s shoes, what aspects of the experience need to change? C) What do we want to stand for in the eyes of our customers? D) How can we use customer feedback to promote employees’ learning and behavior changes?

B) When we put ourselves in the customer’s shoes, what aspects of the experience need to change?

**Which of the following an organization MUST have in place before making decisions about how to interact with customers?** A) A pricing program B) An evaluation system C) Customer feedback options D) A strategy

D) A strategy

**Which of the following questions is related to the brand promise?** A) Which handful of actions will generate the most impact with our target customers? B) When we put ourselves in the customer’s shoes, what aspects of the experience need to change? C) What do we want to stand for in the eyes of our customers? D) How can we use customer feedback to promote employees’ learning and behavior changes?

C) What do we want to stand for in the eyes of our customers?

**A customer's experience is impacted by which of the following?** A) The social environment B) An eco-friendly environment C) An upscale environment D) A crowded environment

A) The social environment

**Which of the following is at the center of companies that have a development focus?** A) R&D B) Brand C) Sales D) Service

**A) R&D** Explanation: Engineers and developers

**Which of the following must be the primary objective of a company?** A) Customer Satisfaction B) Customer Effort C) Profitability and Sustainability D) Customer Experience

C) Profitability and Sustainability

**A good customer experience is also believed to create which of the following?** A) Competitive disadvantage B) Competitive drive C) Competitive desire D) Competitive advantage

C) Competitive advantage

**Addressing customers' physical, intellectual, emotional, and spiritual needs is a component of which of the following characteristics of effective customer experience?** A) Engage the "whole person" B) Build authentic relationships with the customer C) Tell a compelling story D) Be flexible yet consistent

A) Engage the "whole person"

**Based on research, which of the following MOST allows the customer to feel more engaged with the company?** A) A physical experience B) A mental experience C) An emotional experience D) A neutral experience

C) An emotional experience

**The objective setting stage of the improvement “roadmap” is related to achieving which of the following?** A) Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping B) Create small high-powered teams, high-level advisory group C) Differentiate the company, provide quite a different experience than that of the competition D) Articulate the nature of the customer experience, include the emotions that the organizations agreed they wanted their customers to feel

C) Differentiate the company, provide quite a different experience than that of the competition

**Which of the following is an aspect of managing with a development-Focus?** A) Designers, product managers, and marketers look to user goals as the main driver of both product development and marketing B) Win = meeting quarterly revenue targets C) Performance is measured by new products/features launched D) Marketers and managers lean on industry experience and market research

C) Performance is measured by new products/features launched

**Which of the following is an example of Competitive Assessment?** A) End-to-end customer experience, internal company processes, and capabilities mapped B) Compelling mission and vision statement established to focus on delivering lasting value to the company C) Insights into the company’s existing and target customer base in terms of needs and wants D) Assessment that identifies key threats and opportunities

D) Assessment that identifies key threats and opportunities

**Helping customers understand where your brand comes from, what the brand stand for, and what makes it special is a component of which of the following characteristics of effective customer experience?** A) Engage the "whole person" B) Build authentic relationships with the customer C) Tell a compelling story D) Be flexible yet consistent

**B) Build authentic relationships with the customer** Explanation: (A) is related to employees' engagement and not to customers; (C) is used to drive engagement with a communication - but as a tool such as in marketing for convincing a customer to act. (D) is just not relevant to the question,

**Which of the following characteristics may define a successful CCO (Chief Customer Officer)?** A) Wide experience in organizational functions. B) Wide respect throughout the organization. C) Powerful Communication Skills D) All the above

D) All the above

**Meeting customer expectations should be the cornerstone for which of the following?** A) Building a relationship strategy B) Trust C) Both A and B D) Neither A or B

C) Both A and B

**What is needed to create an employee experience that reinforces the desired customer experience?** A) Make sure that the work is enjoyable and fulfilling B) Train employees thoroughly to enable them to deliver the desired customer experience C) Develop a clearly defined employee brand and an attractive culture D) All the above

D) All the above

**Which of the following is most likely to be the influencer in customer experience adoption?** A) Chief Information Officer B) Chief Financial Officer C) Chief Executive Officer D) Chief Marketing Officer

C) Chief Executive Officer

**An inexperienced and in its infancy CX team that wants to make some improvements could devise a number of practical and achievable tactics. All the following tactics are useful EXCEPT:** A) Bypassing executive support B) Completing structured observation C) Directly interacting with customers D) Completing highly inclusive structured exercises

A) Bypassing executive support

**All the following include a mobile app's needs EXCEPT:** A) Intuitive B) Space Constraint C) Real - Time D) Relevant Information

B) Space Constraint

**A company intends to introduce mobile strategies to its customers. To move mobile from “someday” to “must-do” has now become a priority. To achieve this, those in charge with implementing this priority must perform all the following EXCEPT:** A) Setting mobile governance standards B) Organizing an external forum for mobile re-collaboration C) Defining and building out the enterprise technology architecture for mobile D) Prioritizing and helping fund mobile solutions

B) Organizing an external forum for mobile re-collaboration

**Which of the following statements is TRUE?** A) It is impossible to have an outstanding customer experience without having an outstanding employee experience. B) It is possible to have an outstanding customer experience without having an outstanding employee experience. C) It is impossible to have an outstanding customer experience and have an outstanding employee experience. D) None of the above

A) It is impossible to have an outstanding customer experience without having an outstanding employee experience.

**Occasionally, customers may destroy the experience of other customers in their attempt to sabotage the company. The term for this type of behavior is which of the following?** A) Jay-customer behavior B) Deviant customer behavior C) Aberrant customer behavior D) All the above

D) All the above

**It is often the customer experience generated by which of the following, that makes the customer feel that they come first?** A) Employees B) Brand C) Environment D) Marketing

A) Employees

**Which of the following is NOT a tool that could be used to improve the customer experience?** A) Focus groups B) Service transaction analysis C) Environmental differences D) Process mapping

C) Environmental differences

**Including things that go beyond the boundaries of what customers think you do and that may surprise them, is a component of which of the following characteristics of effective customer experience?** A) Delight the customer by delivering innovative solutions to customers' problems B) Earn and carefully protect the customers' trust C) Balance value captured D) Balance value delivered

A) Delight the customer by delivering innovative solutions to customers' problems

**Which of the following may influence the overall customer experience?** A) Customer brand perception and prior experiences with that brand B) Customer brand awareness C) Customer brand change D) Customer brand placement

A) Customer brand perception and prior experiences with that brand

**The greatest outcome of customer experience strategies is an increased understanding of a business from which of the following points of view?** A) Management's point of view B) Customer's point of view C) Staff's point of view D) Public's point of view

B) Customer's point of view

**Develop and Pilot stage of the improvement “roadmap” is related to which of the following?** A) Collect ideas to deal with the issues the managers and staff identified. Then, help them test ideas out in their own areas/departments, followed by obtaining feedback from staff and customers B) Revise training plans to take into account the changes, but more importantly change customer-based measures to reflect the new customer focus. Then, align measures and reward systems to support them C) Identify areas for change, assigning priorities (with senior managers) and also agree how the projects and work streams would be managed D) Help staff/providers understand the experience they were delivering, and their customers were actually receiving, and then involve them in finding ways to improve those experiences

A) Collect ideas to deal with the issues the managers and staff identified. Then, help them test ideas out in their own areas/departments, followed by obtaining feedback from staff and customers

**Before you start developing a Customer Experience (CX) Strategy, which of the following is an effective first step?** A) The CX lead should uncover how the brand is currently experienced by customers and what the organization's vision is for the future. B) Perform a situational analysis using qualitative and quantitative research. C) Restructure operations to align with a successful CX strategy. D) Identify barriers in reaching CX objectives and define how CX strategy will accomplish objectives.

A) The CX lead should uncover how the brand is currently experienced by customers and what the organization's vision is for the future.

**There are six pillars of customer experience excellence. Which of the following pillars has the strongest impact on customer loyalty and advocacy?** A) Integrity B) Expectations C) Resolution D) Personalization

**D) Personalization** Explanation: Expectations (B) are from the customer point of view, Resolution (C) and Integrity (A) are expected from every business. They are more of a basic and not related to advocacy (maybe to loyalty). Personalization (A) can help. It boosts customer loyalty and ROI by: 1. Customizing fulfilling experiences 2. Making the journey memorable 3. Showcasing your customer-centric values 4. Generating trust among your audience

**For CX to provide sustainable benefits, companies need to prioritize investments that will make the biggest difference to their bottom line. To maximize long-term success, CX pros should do which of the following?** A) Specify relevant business goals B) Define metrics to benchmark progress C) Both A and B D) Neither A or B

C) Both A and B

**Which of the following is developed to ensure that all strategies are in alignment?** A) Consumer data projections B) Cost analysis C) Mission statement D) Market research

C) Mission statement

**Which of the following plays a tremendous influence over the conditions for an outstanding customer experience when interacting with customers? Especially when it comes to the organization’s fundamental commitment to the customer and the behavioral norms** A) Employee leaders B) Service leaders C) Supervisor leaders D) Executive leaders

D) Executive leaders

**A strong brand can enable a firm to command which of the following?** A) Product placement B) Price premiums C) Poor service D) Poor perception

**B) Price premiums** Explanation: CXPA clearly states that we must have a strong linkage back from CX into the corporate strategy which is driven by profits. Strong brand is an outcome on a financial level. This is why Price premiums is the correct answer.

**All the following are roles a CMO will play EXCEPT:** A) The leader of both customer experience and marketing B) A peer to the Chief Customer Officer C) An evaluator of new technologies D) An executive member of a cross organization customer experience team

C) An evaluator of new technologies

**All the following are fundamental questions of a CX Meta-Strategy Map EXCEPT** A) Is the Experience positive? B) Are Customer’s Expectations met? C) Are the offerings congruent with Ethical principles? D) Are the Employees rewarded for their skills?

D) Are the Employees rewarded for their skills?

**Revising training plans and customer-based measures reflect which of the following?** A) Customer time B) Customer hopes C) Customer focus D) Customer challenges

C) Customer focus

**Which of the following is NOT a strategic platform or theme to address customer pain points?** A) Identify fraudulent claim accusations B) Transform into a customer-centric organization C) Facilitate transition across channels D) Personalize and simplify a complex ecosystem

A) Identify fraudulent claim accusations

**Prioritize areas for the development stage of the improvement “roadmap” is related to which of the following?** A) Encourage and collect ideas to deal with the issues the managers and staff identified. Then help them test the ideas out in their own areas/departments, following by obtaining feedback from staff and customers B) Revise training plans to take account of the changes, but more importantly change to customer-based measures to reflect the new customer focus. Then, align measures and reward systems to support them C) Identify areas for change, assign priorities (with senior managers) and also agree how the projects and work streams would be managed D) Help staff/providers understand the experience they were delivering, and which their customers were actually receiving. Then involve them in finding ways to improve those experiences

C) Identify areas for change, assign priorities (with senior managers) and also agree how the projects and work streams would be managed

**Which of the following emotional factors are the most important in determining customer experience?** A) Assurance B) Care C) Value D) Trust

D) Trust

**The best practices in driving business success through customer intelligence involve putting the customer at the heart of the business. This can be achieved by which of the following?** A) Capture data from a single source B) Manages information intensely to promote continuous improvement C) Restructure priorities to reduce costs D) Adjusts its process to remove the customer from the core

B) Manages information intensely to promote continuous improvement

**One objective of all customer-focused organizations is to help staff/providers understand which of the following?** A) The experience they were excluding B) The experience they were securing C) The experience they were envisioning D) The experience they were delivering

D) The experience they were delivering

**In terms of overseeing changes, most organizations take a similar approach and will create which of the following?** A) Small high-powered and empowered teams B) Small intimate teams C) Large teams D) Corporate teams

A) Small high-powered and empowered teams

**You must focus on influencing behavior, not just improving satisfaction, is a critical reality of corporate success related to which of the following?** A) The only way customer experience investments payoff is if employees actually do something different. B) Understanding customer frustration points C) Align market communications, service processes, and management practices and information systems to deliver the intended experience. D) Think broadly about your business and challenge its implicit rules and assumptions.

A) The only way customer experience investments payoff is if employees actually do something different.

**All the following are positive outcomes for a perfect online account experience EXCEPT:** A) Increased revenue B) Reduced abandonment C) Cost reduction from paper handling D) Ability to break

D) Ability to break

**Which of the following will ensure a shared understanding of who an organization intends to serve?** A) Specify target customers B) Describe the desired emotional response C) Articulate unique value D) Spell out alignment with brand values

**A) Specify target customers** Explanation: if everyone in the organization will understand who is the customer that they want to go after people will be able to align to that. Aligning to brand values is not the correct answer, because this is what the company is about - it is about the company and not about who it wants to serve (values are more "how" and the question here is about "who")

**A firm may need to consider all the following capabilities when evaluating benefits and cost EXCEPT:** A) Customer readiness B) Employee readiness C) Firm readiness D) Competitor readiness

D) Competitor readiness

**Service always comes with which of the following?** A) A complaint B) A delight C) An introduction D) A customer experience

D) A customer experience

**Which of the following statements is NOT TRUE regarding strategy?** A) A good strategy is born from a strong mission statement B) A good strategy consdiers strength and weaknesses C) A good strategy is focused on high growth markets D) A good strategy aims to define where you will compete

**C) A good strategy is focused on high growth markets** Explanation: There is no guarantee a high growth market will be profitable. Growth alone says nothing about the power of customers or the availability of substitutes, both of which can negatively affect profitability.

**As part of a consulting project for a local business, you learn that the CEO keeps changing the direction of the organization every 12 months. Which specific test of strategy has likely failed here?** A) Continuity B) Trade-Offs C) Fit D) Distinctive Value Proposition

**A) Continuity** Explanation: While managers are often berated for changing too slowly and too little, it is also possible to change too much, and in the wrong ways. This is the continuity test,

**Which of the following is the primary benefit of Hoshin Planning?** A) Speed B) Alignment C) Quality D) Reduced costs

**B) Alignment** Explanation: Hoshin Planning specifically aligns teams through an organization's hierarchy to ensure everyone is pulling in the same direction. Hoshin planning is a management system that aligns – both vertically and horizontally – an organization’s functions and activities with its strategic objectives.

**There are often gaps between customer and employee experiences. These gaps may include:** A) Employees lacking the training on the updated CX strategy and its delivery B) Metrics to determine employee performance not aligning with CX success or business goals C) Employees lacking the channels to provide insights and innovative ideas to reduce pain points D) All of the above

**D) All of the above** Also included in this list: * Service recovery suffering if employees are not given the tools and empowerment to resolve issues * Employees lacking the awareness to execute the CX strategy

**There are often gaps between the customer experience and the employee experience in a company. These gaps may present itself in the following ways:** A) Duplicate efforts of employees to reach customers in different channels, which create frustration to both B) Employees not building a trusted relationship with the company resulting in psychological safety and retention challenges C) Ideas or feedback, both from customers and employees, not being taken into consideration, which reduces the company’s ability to make relevant and timely changes to the CX strategy. D) All of the above

**D) All of the above** The full list of impacts: * Employees fail to deliver CX as designed * Customer expectations and needs not communicated or met * Customer satisfaction and feedback not maintained or are poor * Customer expectations set incorrectly, leading to loss of sales * Duplicate efforts to reach customers in different channels create frustration * Service recovery not initiated or executed as design * Loss in customer loyalty or trust over time * Pain points not identified or resolved by the company * Employees not provided with the right training and awareness to deliver CX excellence as designed * Employees not building a trusted relationship with the company resulting in psychological safety and retention challenges * Productivity not maximized * Ideas or feedback not being taken into consideration, which reduces the company’s ability to make relevant and timely changes to the CX strategy.

**Which of the following is the BEST way to gain executive buy-in to a Customer Experience Program?** A) Show examples of other businesses that have improved revenue using CX B) Have internal influencers convince the CEO C) Show how CX supports the overall corporate strategy D) Convince the CEO that if he does not act quickly the company will lose out

**C) Show how CX supports the overall corporate strategy** Explanation: eventhough option A is a one a lot of people do, it is not the BEST way. Just because it works for one company doesn't mean it will be the right thing for you. So you should always align yourself to your company's strategy and goals.

**Place the following components of a Strategy Execution into the correct sequence** A) Identify Tactics > Develop Strategy > Define Vision > Execute Plans B) Develop Strategy > Identify Tactics > Define Vision > Execute Plans C) Define Vision > Develop Strategy > Identify Tactics > Execute Plans D) Identify Tactics > Define Vision > Develop Strategy > Execute Plans

C) Define Vision > Develop Strategy > Identify Tactics > Execute Plans

**Which of the following statements is MOST accurate?** A) CX Strategy may not match Corporate Strategy if it aligns with brand attributes B) CX Strategy must match Corporate Strategy along with brand attributes C) CX Strategy may aligns with Brand Strategy if it matches Corporate Strategy D) CX Strategy and brand attributes are not vital to the Corporate Strategy

B) CX Strategy must match Corporate Strategy along with brand attributes

**Which of the following most likely describes an effective customer experience management?** A) The ability to tailor the experience to each individual customer B) The ability to maximize add-on sales C) The ability to minimize cost to the company D) The ability to consistently deliver world-class experience

**D) The ability to consistently deliver world-class experience** Explanation: you can't tailor for every individual (maybe to high tier). But you should be consistent in delivery of CX

**Measurement can do which of the following?** A) Set customer benchmark for a successful relationship B) Provide strategic level information and detailed information for operations C) Define key performance indicators (KPI) for customers and business D) All of the above

**D) All of the above** Note: the reason measurement is brought into this section of experience strategy is to remind us that measurement are there to ensure that progress is evaluated towards the strategic goal

**Which of the following actions should be taken FIRST to align business goals with a customer-focused culture?** A) Directly tie front line staff compensation to improvements of customer metrics B) Develop a customer-focused strategy at corporate and business unit level C) Include a customer-focused metric on executive-level scorecards D) Prioritize strategic investments based on customers' profitability

**B) Develop a customer-focused strategy at corporate and business unit level** Explanation: it is true that we should include a customer-focused metric on executive-level scorecards as high priority, but we cannot put one in without a strategy first.

**Which of the following is meant by CXO?** A) Chief Experience Official B) Customer Experience Officer C) Company Experience Outcomes D) Customer Experience Organization

**B) Customer Experience Officer**

**Operational service quality is the operation's systematic assessment of how well service is [XXXXXX] the client** A) Conceived by B) Believed by C) Delivered to D) Processed by

C) Delivered to