3a. Metrics, Measurement & ROI Flashcards by People first

Giving your customer-facing employees the agency to make decisions and take action will most likely minimize which of the following?

A) ROI

B) Employee turnover

C) Customer Effort

D) Cost of doing business

C) Customer Effort

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Which of the following measurements uses a series of questions asking customers to rate their satisfaction with a company from very dissatisfied to very satisfied?

A) CES (Customer Effort Score)

B) WoMi (Word of Mouth index)

C) CSAT (Customer Satisfaction)

D) NPS (Net Promoter Score)

C) CSAT (Customer Satisfaction)

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Which of the following is suggested for companies wanting to build their own CX ROI Model?

A) Enlist the CFO

B) Use existing metrics and be conservative

C) Create a simple story and organize results

D) All the above

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A corporate marketing team has decided to launch a grassroots campaign to curb customer attrition. Which of the following is the team most likely to do?

A) Consult with all the firm’s customers no matter how many there are

B) Gather input from every part of the business

C) Earn an audience with every member of staff no matter how time-consuming it may be

D) Maintain control over the voice of the customer

B) Gather input from every part of the business

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Which of the following do typical business cases rely on for Cost-Benefit Analysis?

A) Loyalty metrics

B) Financial metrics

C) Value metrics

D) Customer Effort Score

B) Financial metrics

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Which of the following is most popular measurement metric tool for the intended behavior of a customer?

A) National Customer Survey Score

B) Customer Experience Index

C) Net Promoter Score

D) American Customer Happiness Index

C) Net Promoter Score

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An example of a forward-looking financial metric is which of the following?

A) NPS (Net Promoter Score)

B) CSAT (Customer Satisfaction)

C) CES (Customer Effort Score)

D) CLV (Customer Lifetime Value)

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Which of the following should be one of the first priorities of a business?

A) Address inventory control

B) Maximize efforts to meet customers’ needs prior to contacting

C) Minimize necessary interactions with Customer Service contacts

D) Handle current problems and to minimize the need for customers to contact Customer Service about it again

B) Maximize efforts to meet customers’ needs prior to contacting

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Which of the following statements is true?

A) Increases in customer retention and acquisition are the result of successful marketing strategies.

B) Firms need to be careful not to make decisions about customer acquisition and customer retention in isolation.

C) Both a and b

D) Neither a nor b

C) Both a and b

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Which of the following statements is mostly true?

A) The evaluation of service quality is distinct from the assessment of experience quality.

B) The evaluation of service quality is the same as the assessment of experience quality.

C) The evaluation of service quality is comparable to the assessment of experience quality.

D) The evaluation of service quality is unrelated to the assessment of experience quality.

A) The evaluation of service quality is distinct from the assessment of experience quality.

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Which of the following is the best way to increase retention of a company?

A) Customer experience

B) Low prices

C) Customer service

D) Self service

A) Customer experience

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Adopting an effective measurement practice will allow a company to understand which of the following, about a good or bad experience?

A) Goals

B) Costs

C) Drivers

D) Ideas

C) Drivers

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All the following are measured by a descriptive, quantitative metric EXCEPT:

A) Likelihood to recommend

B) Call and email volume

C) Average call time

D) Website visits

A) Likelihood to recommend

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The journey for companies to build an explicit link to value begins with which of the following steps?

A) Link what customers say to what they do.

B) Analyze the historical performance of real customer cohorts.

C) Look at the trend to take a forward-looking view.

D) Develop a hypothesis about customer outcomes that matter.

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Purchase intent, churn, and word of mouth are examples of which of the following?

A) Common loyalty metrics used mainly in retail businesses.

B) Common loyalty metrics used in business today.

C) Common loyalty metrics which remain unquestioned.

D) Common loyalty metrics used too often in business today.

B) Common loyalty metrics used in business today.

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Organizations can further reap the benefits of a customer-centric survey program model by doing some or all the following EXCEPT:

A) Structure the survey to match the interaction

B) Do not let customers see the feedback others provide causing unneeded influence

C) Communicate how feedback is being used

D) Let customers track follow-up activities

B) Do not let customers see the feedback others provide causing unneeded influence

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Which of the following determines the real causes of your customer experience problems?

A) Emotion metrics

B) Emotion analysis

C) Cause metrics

D) Root cause analysis

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Which of the following is not a company’s touch-point?

A) Employees and channels

B) Systems

C) Products and services

D) Customer perceptions

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Which of the following defines referral economics?

A) Value of individual purchase behaviors – how much a customer spends with the company over a given period

B) The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth

C) Both a and b

D) Neither a nor b

B) The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth

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Collecting feedback about customers from agents benefits MOST which of the following best practices?

A) Align the organization for success

B) Design a framework for customer knowledge management

C) Continually improve customer knowledge management practices

D) Focus on the agent experience

C) Continually improve customer knowledge management practices

Explanation: Customer knowledge management is a company’s process for collecting, storing, evaluating, and analyzing customer data and insights. This typically includes information such as purchase history, demographics, customer feedback, past customer service interactions, and more.

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Which statement best summarizes what market researchers must do in relate to customer experience?

A) Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.

B) Market Researchers need to measure customer experience only before service encounter(s) and account for both direct and indirect contacts and peer influences.

C) Market Researchers need to measure customer experience only after the service encounter(s) and account for both direct and indirect contacts and peer influences.

D) Market Researchers need to measure customer experience before and after the service encounter(s) but not account for indirect contacts and peer influences.

A) Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.

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Relying on complex predictive models if business rules are sufficient is a best practice for:

A) Aligning key business imperatives

B) Delivering next best actions through priority interaction channels

C) Using trustworthy data to inform next best actions

D) Driving next best actions with advanced analytics and rules

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Which of the following strategies is useful for in-depth follow-ups and engagement?

A) Always follow-up personally with every single person who submits an NPS survey

B) Send prepared responses to those who respond to an NPS survey

C) Respond only to NPS surveys with scores of seven or below

D) Respond only to NPS surveys with scores of nine or ten

A) Always follow-up personally with every single person who submits an NPS survey

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Which of the following is transforming relationship marketing from its initial database orientation into collaborative relationships with customers?

A) Better consumers

B) The Internet

C) Lower profit margins

D) Greater demand for products

B) The Internet

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**Find the correct Net Promoter Score using the given raw data: Detractors = 130, Passives = 120, Promoters =250** A) 26 B) 50 C) 120 D) 24

D) 24

**Which of the following core constructs includes the degree to which the company offered caring, individualized attention?** A) Tangibles B) Reliability C) Responsiveness D) Empathy

**D) Empathy** Explanation: The RATER framework eases the transition from information to action by dividing service issues into the five service dimensions customers care about: **Reliability**: do you deliver as promised? **Assurance**: does your organization inspire confidence? **Tangibles**: does your company present itself professionally? **Empathy**: are your team members understanding and empowered to solve problems in personalized and caring manner? **Responsiveness**: does your team address queries within the expected time frame? By using questionnaires designed with the RATER metric, you can discover the gaps between what your company delivers and what your customers expect, then use that information to make changes that increase retention.

**Which of the following is an example of a customer feedback channel?** A) Focus groups B) Data from inbound customer letters, phone calls and emails C) Feedback that is posted openly on social media websites, blogs and review sites D) All the above

D) All the above

**Adopting an effective measurement practice will allow a company to know with certainty how its customers feel about which of the following?** A) The interactions with the employees B) The experiences provided C) Their thoughts about returning D) All the above

D) All the above

**Which of the following is the most useful measuring tool after customer service interactions, website visits, online checkouts, and purchases or sales interactions?** A) Net Promoter Score (NPS) B) Customer Effort Score (CES) C) Customer Satisfaction Score (CSAT) D) Customer Lifetime Value (CLV)

B) Customer Effort Score (CES)

**Observations, case studies, and surveys are included as methods for which of the following types of research?** A) Descriptive B) Correlational C) Explanatory D) Systemic

**A) Descriptive** Descriptive research aims to accurately and systematically describe a population, situation or phenomenon. It can answer what, where, when and how questions, but not why questions. Explanatory research is a research method that explores why something occurs when limited information is available A correlational research design investigates relationships between variables without the researcher controlling or manipulating any of them

**Which of the following types of research is related to the what, when, where and who?** A) Descriptive B) Correlational C) Explanatory D) Systemic

A) Descriptive

**Creating loyalty, driving advocacy, and increasing the share of wallet is a part of which of the following business outcomes?** A) Loyalty B) Acquisition C) Efficiency D) Retention & Growth

D) Retention & Growth

**All the following could be responsible for the poor performance of a business EXCEPT:** A) Business model B) Management priorities C) Customers D) Auditing

D) Auditing

**Which of the following best defines first response time?** A) The average amount of time it takes for a customer to get an initial response to their support issue. B) The average amount of time it takes to resolve a customer support interaction from start to finish. C) The time spent interacting with customers on calls, email, chat or anything else—as well as the time between interactions. D) None of the above

A) The average amount of time it takes for a customer to get an initial response to their support issue.

**The standard NPS scale does NOT include which of the following categories?** A) Passives B) Detractors C) Promotors D) No Answer, as all are parts of the NPS

D) No Answer, as all are parts of the NPS

**To grow a store’s customer base, the retailer needs information about which of the following?** A) Spending habits of current consumers B) Consumers who are shopping at competitors’ stores C) Consumers who are not currently shopping at its store D) Both B and C

C) Consumers who are not currently shopping at its store

**It's important to utilize metrics and measurements and to communicate them across the organization. You should provide visibility across different functions to allow steakholders find and see the root causes of pain points. In order to gain all of this, which of the following can be developed?** A) Blogs B) Dashboards C) Communication tools D) Applications

**C) Communication tools** Explanation: dashboards are one of the tools you can use.

**Which of the following do you first need to understand, in order to choose which of the customer experiences you want to measure?** A) The employees' roles in the customer experience. B) The perceptions of discrete, end-to-end customer journeys. C) The big picture, or broad view of the overall customer experience over time. D) The customers' views related to the brand.

C) The big picture, or broad view of the overall customer experience over time.

**Which of the following includes social media listening and analytics capabilities?** A) Customer experience strategy and design B) Customer experience information management C) Customer experience insights D) Customer experience delivery

C) Customer experience insights

**Which of the following is an example of social experience?** A) Satisfaction that attached to a brand, degree of experiencing critical incidents, invest more in their relationships than other customers B) The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media C) Sensation or knowledge acquisition resulting from some level of interaction with different elements of a context created by the service provider D) Perceptions about the shopping carts

B) The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media

**Which of the following statements best defines an experience-audit?** A) A tool that is used to systematically investigate the present experiences of the customers and to elucidate the emotional responses of customers toward any clue. B) Considers what is right and wrong about the experience your customers have with you – not just in rational and functional terms but also in emotional terms. C) Both a and b D) Neither a nor b

C) Both a and b

**Which of the following may occur if a customer is engaged with a brand?** A) They are likely to enjoy the interaction with the company. B) They may participate in the design of products and services. C) They may contribute to the products and services offered. D) All the above

D) All the above

**Promoters, passives, detractors; the perception of organization over time; and comparisons between organizations are elements of which CX metric?** A) ASCI (American Customer Satisfaction Index) B) NPS (Net Promoter Score) C) WoMi (Word of Mouth index) D) CES (Customer Effort Score)

B) NPS (Net Promoter Score)

**A customer experience scorecard is a process that links metrics together and can be a strategic tool which focuses the organization on which of the following?** A) Loyalty B) Satisfaction C) Advocacy D) Customer value creation

D) Customer value creation

**What statement best describes the use of self-service channels for customers?** A) They are stagnant B) They are decreasing C) They are increasing D) None of the above

C) They are increasing

**"Did it meet needs?", "Was it easy?", and "Did they enjoy it?", are all questions related to a customer's experience that will measure which of the following?** A) Loyalty B) Perceptions C) Ideas D) Feedback

B) Perceptions

**Which of the following types of research deals with everything that can be counted and studied and has an impact on the experience of customers?** A) Descriptive B) Correlational C) Explanatory D) Systemic

A) Descriptive

**All the following are the results of an effective measurement program for a company EXCEPT:** A) Capture what happened during a customer interaction B) Discover the cost of doing business with another company C) Discover whether the customer is willing to recommend D) Discover how the customer felt about an interaction

B) Discover the cost of doing business with another company

**Which of the following includes alignment of incentives to customer experience performances?** A) Customer experience strategy and design B) Customer experience information management C) Customer experience insights D) Customer experience delivery

A) Customer experience strategy and design

**Courtesy, empathy, rapport, warmth, and trust are examples of which of the following?** A) Emotional elements that are an important part of the experience at many customer touchpoints B) Expected characteristics of a company’s employees C) Rational needs of a customer that must be fully appreciated and addressed D) None of the above

A) Emotional elements that are an important part of the experience at many customer touchpoints

**Customer calling to resolve billing issues, is a customer experience that would be measured by which of the following metrics?** A) Perception metrics B) Outcome metrics C) Price metrics D) Descriptive metrics

A) Perception metrics

**When creating a customer experience measurement framework, which of the following is the first step?** A) Choosing the customer experiences to measure B) Choosing customers to follow C) Choosing employees to shadow D) Choosing a plan that is least costly

A) Choosing the customer experiences to measure

**Which of the following helps to develop tactical KPIs (Key Performance Indicators)?** A) NPS B) CSAT C) SERVQUAL D) CES

**C) SERVQUAL** The SERVQUAL model assesses five dimensions of service quality: reliability, responsiveness, assurance, tangibles, and empathy. The SERVQUAL model also defines five knowledge gaps that help explain how and why a business falls short of customer expectations. These include gaps in knowledge, policy, delivery, communication, and general customer experience

**Measurement informs decisions, and metrics are most valuable when used for which of the following reasons?** A) Identify and fix customer problems B) Train employees in CX strategies C) Lessen staff turnover D) Increase brand loyalty

A) Identify and fix customer problems

**Which of the following statements is true regarding the CES (Customer Effort Score)?** A) It tends to only apply to the whole customer experience and not to customer interactions. B) It tends to only apply to customer interactions and not to the whole customer experience. C) It tends to apply to both customer interactions and the whole customer experience but does not allow for changes. D) It tends to apply to both customer interactions and the whole customer experience but does not allow for specific conclusions to be made.

B) It tends to only apply to customer interactions and not to the whole customer experience.

**To drive all CRM initiatives from a common repository of decision-logic is a good advice for which of the following best practices for Customer Relationship Management?** A) Aligning CRM next best actions with key business imperatives B) Delivering next best actions through priority interaction channels C) Using trustworthy data to inform next best actions D) Driving next best actions with advanced analytics and rules

D) Driving next best actions with advanced analytics and rules

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

D) All the above

**Which of the following best describes an effective current customer experience measurement program?** A) It must be simplified as much as possible, seeking information about revenue and profit growth. B) It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth. C) A massive amount of data needs to be collected to discover the ties between revenue and profitability growth. D) Human behavior must be captured using only one metric such as the NPS (Net Promoter Score) or the CSAT (customer satisfaction).

B) It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth.

**Being on hold for five minutes is a customer experience that would be measured by which of the following metrics?** A) Perception metrics B) Outcome metrics C) Price metrics D) Descriptive metrics

D) Descriptive metrics

**Metrics and measurement focus on the mechanics of measuring the customer experience to ensure your organization is which of the following?** A) Reasonably competitive B) Attain brand awareness C) Somewhat Profitable D) Customer-centric

D) Customer-centric

**"Did not purchase from the store again" is a customer experience that would be measured by which of the following metrics?** A) Descriptive metrics B) Outcome metrics C) Price metrics D) Perception metrics

B) Outcome metrics

**Which of the following BEST completes the statement: "The higher the Customer Experience score, [xxxxxxxxx]"?** A) The higher number of customers which will defect B) The lower number of customers who intend to defect C) No change in the number of customers who defect D) The change depends on the industry

B) The lower number of customers who intend to defect

**A focus on customer effort at each customer touchpoint will ensure which of the following?** A) There is effective and efficient delivery across the entire customer journey B) Resource allocation is appropriately balanced in efforts C) Both a and b D) None of the above

C) Both a and b

**All the following are different principles of customer experience EXCEPT:** A) Be worth remembering B) Avoid negative elements which can divert customers’ attention from the experience C) Experiences need to appeal to as few senses as possible as not to overwhelm the customer D) Every experience is personal

C) Experiences need to appeal to as few senses as possible as not to overwhelm the customer

**Which of the following explains the increase in the number of available marketing metrics?** A) Increases in database technology B) Advent of new channels of distribution for products and services C) Identification of new drivers of customer and firm value D) All the above

D) All the above

**All the following are measured by an outcome metric EXCEPT:** A) Call resolution rate B) Likelihood to recommend C) Likelihood to purchase D) Likelihood to switch to a competitor

A) Call resolution rate

**Which of the following results indicates how customer experience affects loyalty?** A) It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty. B) There is little correlation with repurchase but it still affects many other aspects of loyalty. C) It correlates with repurchasing but does not affect many other aspects of loyalty. D) There is no correlation between CX, repurchasing or aspects of loyalty.

A) It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty.

**In the last quarter, ABC Widgets started with 10,000 customers and during the same quarter they lost 250 customers. Which of the following is ABC Widgets' churn rate?** A) 97.50% B) 2.50% C) 40% D) Not enough information to determine the rate

B) 2.50%

**Contemporary retailing has evolved from being "a buying ritual in the exchange process" to delivering:** A) A joyful shopping experience B) Satisfied consumers C) Higher company profits D) Excellent customer service

A) A joyful shopping experience

**For which of the following do respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements?** A) Descriptive metrics B) Outcome metrics C) Likert scales D) Meta-analysis

C) Likert scales

**Which of the following revenue areas is related to the likelihood to repurchase?** A) Retention of existing business B) Save business after a bad experience C) Sell new offerings D) Word of mouth

A) Retention of existing business

**All of the following are use cases of applying Customer Intelligence EXCEPT:** A) Organization's adapt and evolve B) Reduce the amount of TAT (Turn Around Time) C) Provide input without monitoring the output of processes D) Assessment of Production Quality

C) Provide input without monitoring the output of processes

**Which of the following revenue areas is related to the amount of business that comes from new business?** A) Retain existing business B) Save business after a bad experience C) Sell new offerings D) Word of mouth

C) Sell new offerings

**Common single CX metrics include which of the following?** A) Net Promoter Score B) Word of Mouth Index C) Customer Effort Score D) All the above

D) All the above

**All the following are descriptive metrics EXCEPT:** A) Likelihood to recommend B) Call and email volume C) Average call time D) Website visits

A) Likelihood to recommend

**In general, which of the following best exemplifies a customer experience research model's conclusion?** A) A customer’s perception of a company is developed because of their interaction across multiple-channels, not through one individual transaction or moment in time. B) A positive and effortless customer experience can result in increased customer satisfaction, loyalty, and advocacy. C) Both a and b D) Neither a nor b

C) Both a and b

**Which of the following is a common thread that runs through (=can be found at) all the deﬁnitions of "Customer Experience Management"?** A) Memorable events B) A series of clues C) Managing and measuring customer touchpoints D) Customer corridor

C) Managing and measuring customer touchpoints

**A department could focus on a set of goals and priorities without any consistent or overarching goal to tie them together. Such management in an organization lack which of the following?** A) Alignment B) Focus C) Willpower D) Direction

A) Alignment

**In terms of the usefulness of various metrics available to companies, how can one company BEST determine whether a specific metric actually matters and should be applied?** A) It is largely dependent on how it is going to be used, and on the extent to which it would be embraced within the organization. B) The relative cost of applying the metric when compared to improvements in customer service that can be gained from it C) The ease of applying this specific metric and if it can be used efficiently and effectively D) The timing of the metric, the cost per customer, and the meaningfulness of the results

A) It is largely dependent on how it is going to be used, and on the extent to which it would be embraced within the organization.

**Which of the following types of metrics includes metrics such as: overall customer satisfaction and customers’ satisfaction with specific aspects of the customer journey?** A) Perception metrics B) Descriptive metrics C) Outcome metrics D) Meta-analysis

A) Perception metrics

**A product manufacturer and its distributor must align themselves digitally to meet customer needs. To accomplish this, the manufacturer could follow all these action plans EXCEPT:** A) Align the digital strategy to the customer experience lifecycle B) Develop actionable use-case scenarios C) Validate use cases D) Sell off products they no longer need

D) Sell off products they no longer need

**Which of the following explains the main reason for the original use of marketing metrics?** A) It was to justify marketing spending. B) It was due to the desire to measure everything from levels of customer satisfaction to the number of unique clicks to a website. C) It was to discover some quantifiable measure of any number of business goals. D) It was due to the need to discover firm performance levels.

A) It was to justify marketing spending.

**Which of the following are observable characteristics of customer interactions such as when, where and through what channel customers interacted with the company?** A) Perception metrics B) Descriptive metrics C) Outcome metrics D) Meta-analysis

B) Descriptive metrics

**All the following must be done by customer experience professionals who need to make the case for improving customer experience EXCEPT:** A) Invite customer input B) Plug actual numbers into a complex, hard to understand model C) Include cost savings D) Wrap numbers in a compelling story

B) Plug actual numbers into a complex, hard to understand model

**Which of the following allows organizations to quantify customer experience quality in a consistent manner across the enterprise?** A) Customer-centric culture B) Customer experience strategy C) Organizational adoption and accountability D) Measurement, metrics, and ROI

D) Measurement, metrics, and ROI

**When applying NPS, the foundation of measuring the NPS should starts at:** A) The moment a customer decides to purchase a product or service B) The overall factors of the reasons a customer chooses to make a purchase C) The very first interaction a customer has with a company and builds with each subsequent encounter D) None of the above

C) The very first interaction a customer has with a company and builds with each subsequent encounter

**All the following are important in order to assure that information data is trustworthy for a company EXCEPT:** A) Questions must target the right customers B) Questions must be the right ones C) Questions should only be asked following a sale D) Questions should only be asked at the right time

C) Questions should only be asked following a sale

**Which of the following strategies will BEST help reduce customers' effort who seek for support?** A) Predict follow-up questions and address them proactively B) Train reps to navigate the emotional side of service C) Make self-service easy D) Ask your frontline team for feedback

**D) Ask your frontline team for feedback** Explanation: All other options are true but they are one example for effort remedy. Asking the frontline staff will reveal so many more options, and will help build priorities for reducing efforts across the journey.

**Which of the following is the calculation for customer churn rate?** A) Total number of active customers divided by number of customers lost B) The number of customers lost subtracted from total active customers divided by total customers C) The number of customers lost divided by total number of active customers D) The total number of active customers minus lost customers divided by total customers

C) The number of customers lost divided by total number of active customers

**Customer experience, as it is known today, began with which of the following?** A) Customer service desks in business places B) Automated call routing technology for call centers C) Clerks helping customers D) All the above

D) All the above

**Which of the following statements is true?** A) Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success. B) Positive “word of mouth” spread on the Internet has been shown not to be an important indicator of future success. C) Positive “word of mouth” spread on the Internet has been shown to have little impact as an indicator of future success. D) None of the above

A) Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success.

**"What did the customer think about the interaction?" is the question answered by which of the following customer experience metric types?** A) Perception metrics B) Outcome metrics C) Price metrics D) Descriptive metrics

A) Perception metrics

**Promoters, passives, and detractors were the first to become part of which of the following measurement methods?** A) CES (Customer Effort Score) B) NPS (Net Promoter Score) C) WoMi (Word of Mouth index) D) CSAT (Customer Satisfaction)

B) NPS (Net Promoter Score)

**All the following are strategic KPIs (Key Performance Indicators) EXCEPT:** A) NPS B) CSAT C) CES D) SERVQUAL

D) SERVQUAL

**Which of the following questions is important that a company set as criteria when making a decision to apply a CX metric, like NPS?** A) Is the metric sensitive to changes in business performance? B) Does it link to meaningful customer and ﬁnancial outcomes? C) Is it actionable at both the frontline and the organizational level? D) All the above

D) All the above

**Which of the following core constructs of the SERVQUAL element includes the appearance of physical facilities, equipment, and personnel?** A) Tangibles B) Reliability C) Responsiveness D) Empathy

A) Tangibles

**Adopting an effective measurement practice will allow a company to get actionable insight to the relevant people in which of the following?** A) The customer experience map B) The customer experience system C) The customer experience results D) The customer experience ecosystem

D) The customer experience ecosystem

**Descriptive metrics for customer experience measurement are most likely captured using which of the following?** A) Surveys B) Text mining C) Analytics systems D) Surveys and/or analytics

D) Surveys and/or analytics

**When customers' realities are the same or above their expectations, what does it ultimately lead to?** A) Builds market share profitably, thus improves shareholder value B) Improves cash flow C) Improves customers’ commitment and relationship to the firm D) All the above

D) All the above

**Which of the following best summarizes conclusions derived from a 'service-setting' research?** A) Elements of service settings such as atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality. B) Though many customers are educated they tend not to be concerned with excellent products and service quality. C) Studies are not significant because of their limitations. D) None of the above

A) Elements of service settings such as atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality.

**An employee tells you in a presentation that your customer base typically buys 40% of your offerings. This metric is called**: A) Share of wallet B) Product penetration C) Attrition D) Return on investment ## Footnote #Test-Sample-Question

**B) Product penetration** Explanation: Product penetration is the percentage of your product line (offerings) that a customer is buying. Share of wallet is the percentage of the customers’ total spending that he/she is spending with your company. Return on investment is the percentage of increased value gained by investing in something. Attrition is the percentage of turnover or churn or non-renewals or lost customers.

**Which of the following metrics BEST measures changes in loyalty?** A) CSAT B) NPS C) CES D) Repeat Purchase Rate

**D) Repeat Purchase Rate** Explanation: CSAT measures satisfaction; NPS measures advocacy; CES measures effort. Actual loyalty is best measured by RPR; it is also more reliable as it is tied to concrete actions rather than what the customer says.

**Which of the following statment is TRUE regarding the data set below?** **1; 2; 3; 4; 5; 6; 7; 7; 8; 8** A) The mode is 7 B) The mode is 8 C) The mode is both 7 and 8 D) There is no mode ## Footnote #Test-Sample-Question

**C) The mode is both 7 and 8** Explanation: mode is the number(s) that occur the most. There can be multiple modes or none.

**What is the Net Promoter Score when 30% of survey respondents are promoters, 40% are passive, and 30% are detractors?** A) 70% B) 10% C) 0% D) -10% ## Footnote #Test-Sample-Question

**C) 0%** Explanation: 30% promoters minus 30% detractors = 0%

**A new technology will cost $500,000 and it is expected to increase sales by $750,000. What is the ROI?** A) 150% B) 50% C) 75% D) None of the above ## Footnote #Test-Sample-Question

**B) 50%** Explanation: ROI = [(gain from investment - cost of investment) / cost of investment] = [(750,000 - 500,000) / 500,000] = 250,000 / 500,000 = 50%

**Top box scores are useful in customer experience management to:** A) Show managers how many customers selected the highest rating B) Identify the value of resolving customers' chronic issues C) Quantify customer churn and customer lifetime value D) Refine Net Promoter Scores ## Footnote #Test-Sample-Question

**A) Show managers how many customers selected the highest rating** Explanation: Top box = the highest point on a survey rating scale. Top 2 boxes = the 2 highest points, e.g. 9 and 10 for a 10-point -- or 4 and 5 for 5-point scales. Bottom box is the opposite: the lowest point. (Detractors represent a bottom-7-box summary, and Promoters represent a top-2-box summary.)

**[xxxxxxx] data shows what happened and [xxxxxxxx] data show why** A) Operational, Customer B) Quantitative, Descriptive C) Descriptive, Quantitative D) Customer, Operational ## Footnote #Test-Sample-Question

A) Operational, Customer

**Which customer experience metric will influence managers the most?** A) Trends of key drivers of loyalty and comparisons across business units B) Revenue at-risk or at-opportunity related to groups of customers dissatisfied or satisfied with a key driver of loyalty C) Net Promoter Score and revenue growth rate comparisons to others in the same industry D) Survey ratings and Net Promoter Score ## Footnote #Test-Sample-Question

**B) Revenue at-risk or at-opportunity related to groups of customers dissatisfied or satisfied with a key driver of loyalty** Explanation: Showing customer experience data within the context of company financial data is compelling to managers and helps them see why and how they can make a difference. (it hints about probability of managers' future success; everyone wants more budget)

**A comprehensive customer experience dashboard contains:** A) Summarized customer ratings of critical moments of truth B) Summarized customer behavior data, such as penetration, lifetime value, engagement, share of budget C) Progress metrics of action plans tied to customer behavior and ratings improvement initiatives D) All of the above ## Footnote #Test-Sample-Question

**D) All of the above** Explanation: Ideally all of these are included in one dashboard. Connect the dots, with high visibility, between what employees do, what customers think, what customers do, and how much the company is growing.

**Which of the following metrics is about customer perceptions?** A) Sentiment B) Churn C) Response rate D) Engagement ## Footnote #Test-Sample-Question

**A) Sentiment** Explanation: Sentiment is about positive and negative feelings. Engagement is about interaction. Churn is about turnover or loss (stop buying). Response rate is about survey participation.

**When your CEO asks you to show how customer perception data is related to revenue, you should:** A) Compare ratings trends to share of budget (i.e. wallet) trends B) Look for patterns among key driver ratings, relationship length, purchase trends, and your company's operational performance among all customers or groups of customers C) Compare ratings and purchase volume of individual responses last year versus this year D) All these answers are effective links between perceptions and revenue ## Footnote #Test-Sample-Question

**D) All these answers are effective links between perceptions and revenue** Explanation. Finding patterns in VoC combined with operational and financial data will be more convincing to executives than VoC alone.

**Which of the following MOST impacts customer retention?** A: Current market trends in technology B: Customer engagement C: Price of goods or services D: Quality of goods or services ## Footnote #Test-Sample-Question

**B: Customer engagement** Explanation: Sometimes in this exam you will face two answers which both seem correct. One of the ways you can distinquish the correct answer is to use the 'Actions Speak Louder' principle. In this case, whilst the quality of goods or services should, ideally, impact retention more than the other options, the truth is that behaviours are much more reliable predictors than abstract attributes (such as 'quality') which can be viewed differently by different people. Therefore customer engagement is correct.

**Find the correct Net Promoter Score using the given raw data: Detractors = 130, Passives = 120, Promoters =250** A: 26 B: 50 C: 120 D: 24 ## Footnote #Test-Sample-Question

**D: 24** Explanation: This question is fascinating as the author even got it wrong (it is taken from a set of popular CCXP flash cards). The key to working out the answer is to first add up all of the particpants so you know the population size. In this case, it is 500. You then need to work out what percentage of the population are detractors and promoters. This is simple math. 250 divided by 500 = 0.5 (or 50%) and 130 divided by 500 = .26 (or 26%). The NPS formula is then 50 - 26 = 24.

**CLV (Customer Lifetime Value) can help answer the following:** A) How much to spend on sales and marketing or on invest in retaining customers B) The amount of future revenue that can be predicted C) How to maximize the value of Customer Acquisition Cost D) All of the above

**D) All of the above**

**There are five sateges of CX Maturity. Which of the following is in the right order of maturity level?** A) Basic, Strategic, Tactical, Nascent, Trasformational B) Nascent, Basic, Strategic, Trasformational, Tactical C) Nascent, Basic, Tactical, Strategic, Trasformational D) Basic, Nascent, Tactical, Trasformational, Strategic

**C) Nascent, Basic, Tactical, Strategic, Trasformational** https://www.linkedin.com/pulse/customer-experience-maturity-part-i-howard-lax-phd?utm_source=share&utm_medium=member_android&utm_campaign=share_via

**the Net Promoter Score® (NPS®) led to a fundamental shift in the CX space, including:** A) Shortened surveys B) More reliance on qualitative feedback C) A greater focus on taking action, not just focusing on the number D) All of the above

**D) All of the above**

**X-Data reflects all of the following, when it comes to the service and support a company provide, EXCEPT:** A) Information generated about customers' tickets handling B) Information generated about customers' expectations C) Information generated about customers' perceptions D) Information generated about customers' preferences

**A) Information generated about customers' tickets handling** Explanation: option A is an O-Data (operational). O-data is derived, objective, observable, highly measurable processes. Primarily, this data comes from CRM, HCM, Sales, Enterprise Resource Planning, etc.

**Driver analysis clarifies where to focus XM efforts for the best return because it:** A) Assigns priority B) Maintains relativity C) Allow acting simply D) All of the above

**D) All of the above**

**Customer Effort Score is essentially focused on which of the following?** A) Promoting ease of use, simplicity and effortless interaction with customer touchpoints B) How to enhance the customer experience to drive advocacy C) Brand and company loyalty D) Building customer engagement through a cohesive branded customer experience

A) Promoting ease of use, simplicity and effortless interaction with customer touchpoints

**Which of the following statements is TRUE?** A) There's a small correlation between providing customers with great experiences and positive changes in business performance. B) When customer experience metrics such as customer satisfaction and Net Promoter Score (NPS) tick up there are increases in profits and revenues. C) When customer experience metrics such as customer satisfaction and Net Promoter Score (NPS) tick up other business results usually do not follow. D) There's no correlation between providing customers with great experiences and positive changes in business performance.

B) When customer experience metrics such as customer satisfaction and Net Promoter Score (NPS) tick up there are increases in profits and revenues.

**Which of the following allows an organization to do more with less?** A) Loyalty B) Acquisition C) Efficiency D) Retention

C) Efficiency

**All the following are a part of the Customer Experience Value Equation EXCEPT:** A) Loyalty B) Acquisition C) Retention D) Efficiency

D) Efficiency

**Which of the following is the most challenging aspect of measuring the ROI of customer experience?** A) Agreeing on the correct customer experience metrics to use B) Building a model that connects CX metrics with changes in business results C) Presenting the information in a way that resonates with senior management D) Obtaining CX measurements across channels, products, etc

B) Building a model that connects CX metrics with changes in business results

**If an investment of $3000 is made in a product, and the net profit is about $500, what is the Return on Investment (ROI)?** A) About 170% B) About 60% C) About 17% D) About 600%

C) About 17%

**NPS implementation includes which of the following?** A) Leadership alignment and program governance B) Measurement, analysis, and reporting C) Equipping the organization to use the information D) All the above

D) All the above

**In the last quarter, XYZ Products started with 1,000 customers and during the same quarter, they lost 78 customers. Which of the following is XYZ Products' churn rate?** A) 7.80% B) 12.82% C) 92.20% D) 8.46%

A) 7.80%