2a. Customer Experience Strategy Flashcards
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
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?
D) How can we use customer feedback to promote employees’ learning and behavior changes?
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
D) Getting their people to see their service from the customer’s point-of-view
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
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.
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
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
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
D) All the above
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
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
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
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
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
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
D) All the above
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.
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.
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
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
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
D) The customer
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.
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
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
D) Empathy
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
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
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.
