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CCXP: By Competencies > 4b. Multiple Choice for Improvement & Design > Flashcards

4b. Multiple Choice for Improvement & Design Flashcards

1
Q

Question #1: Which of the following statements about design thinking is false?

  1. It is problem-focused
  2. It starts with a goal of a better future situation
  3. It is solution-focused
  4. It explores alternative solutions simultaneously
A

Correct Answer:
It is problem-focused

Explanation: Design thinking is about exploring many possibilities as potential solutions.

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2
Q

Question #2: Why is it advantageous to co-create with customers?

  1. All these answers are advantages of co-innovation
  2. Customer-initiated design ideas are far more lucrative than company-initiated ideas
  3. Presence of customers encourages the design team to be customer-focused
  4. Customers’ confirmation of the design at every step increases successful outcomes
A

Correct Answer:
All these answers are advantages of co-innovation

Explanation: Customer involvement early and often requires more effort, but pays off in many ways.

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3
Q

Question #4: What kind of research reveals the most about what customers need?

  1. Ethnography
  2. User groups
  3. Focus groups
  4. Net Promoter Score survey
A

Correct Answer:
Ethnography

Explanation: Ethnography is observing the customer (or prospect) in their natural surroundings.

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4
Q

Question #3: How does experience design benefit from customer journey mapping?

  1. It shows the customer’s view of what’s important
  2. All these answers can and should be CJM benefits
  3. It helps everyone empathize with customers’ challenges and aspirations
  4. It shows the context of a moment of truth: what comes before and after, all the moving parts around it
A

Correct Answer:
All these answers can and should be CJM benefits

Explanation: Journey maps convey a wealth of insights and reminders to guide customer-focused design.

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5
Q

Question #5: Why is it important to design superior experiences for “moments of truth”?

  1. To expand revenue growth across the customer life cycle
  2. To minimize customer churn at points where customers are most susceptible to doubt the brand
  3. To outperform the competitive average of Net Promoter Scores
  4. To ensure accuracy of customer feedback across the entire CX journey
A

Correct Answer:
To minimize customer churn at points where customers are most susceptible to doubt the brand

Explanation: A moment of truth is any juncture between the company and customer where dissatisfaction may lead to customer defection.

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6
Q

Question #6: Jobs-to-be-done refers to:

  1. Customers’ ultimate aim: what they’re trying to get done through your brand
  2. Roles and responsibilities of customer experience managers
  3. Step-by-step tasks of the customer experience design team
  4. Moments of truth in the customer journey map
A

Correct Answer:
Customers’ ultimate aim: what they’re trying to get done through your brand

Explanation: Customers’ main interest is their higher goal. If your solution is a mismatch with what they’re trying to get done in their life or business, then nothing else matters much.

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7
Q

Question #7: The most effective customer experience designs are developed by:

  1. Using iterative design and prototyping in short cycles with customer feedback between iterations
  2. Leveraging employees who previously used the product or service in their former roles
  3. Conducting thorough, lengthy research and testing internally before roll-out externally
  4. Crowd-sourcing each step of the experience design process
A

Correct Answer:
Using iterative design and prototyping in short cycles with customer feedback between iterations

Explanation: Frequent customer input in short development cycles efficiently center the design on what’s best for customers.

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8
Q

Question #8: Techniques for customer experience improvement are typically deployed in the following order:

  1. 5 why’s, Pareto chart, correlation analysis, predictive analytics
  2. Process flow diagram, force-field analysis, 5 why’s, Pareto chart
  3. Gantt chart, 5 why’s, Pareto chart, correlation analysis
  4. Correlation analysis, Pareto chart, 5 why’s, Gantt chart
A

Correct Answer:
Correlation analysis, Pareto chart, 5 why’s, Gantt chart

Explanation: Correlate loyalty versus other CX factors in your survey, prioritize themes in customer comments for those drivers, identify root causes of the themes, and track action plan follow-through.

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9
Q

Question #9: Which of these goals is most mature for customer experience improvement?

  1. Prevent recurrence of customer challenges for the whole customer base
  2. Expand the percentage of promoters
  3. Anticipate customer perceptions to prevent occurrence of customers’ challenges
  4. Closed-loop communication of detractors’ issues alerted to management shortly after a survey
A

Correct Answer:
Anticipate customer perceptions to prevent occurrence of customers’ challenges

Explanation: It’s best to get things right the first time (lower costs, higher morale internally and externally).

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10
Q

Question #10: In customer experience design, which should come first?

  1. Defining the ultimate customer experience, then discovering how to engage customers in it
  2. Discovering what customers need, and then defining a solution to design
  3. Designing a practical experience, then defining the environment
  4. Discovering the brand essence, then designing the brand experience
A

Correct Answer:
Discovering what customers need, and then defining a solution to design

Explanation: When you solve something customers really need, they’re more likely to reward you for it.

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11
Q

Question #11: What creates the most accurate prioritization of CX improvement opportunities?

  1. Pain point analysis
  2. 5 Whys analysis
  3. Correlation analysis
  4. Cost-benefit analysis
A

Correct Answer:
Correlation analysis

Explanation: Correlation analysis connects customer behaviors to financials. If you want to improve financials, prioritize by correlation coefficients.

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12
Q

Question #12: What is the proper sequence of experience design phases?

  1. Experimentation, ideation, discovery, interpretation, evolution
  2. Discovery, interpretation, ideation, experimentation, evolution
  3. Discovery, ideation, interpretation, experimentation, evolution
  4. Interpretation, ideation, discovery, evolution, experimentation
A

Correct Answer:
Discovery, interpretation, ideation, experimentation, evolution

Explanation: This exact sequence, with diligent thoroughness in each phase, is essential to successful human-centered design. Sometimes these phases are labeled differently, with identical phase definitions.

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13
Q

Question #13: Research that is most useful for experience design is:

  1. Quantitative research
  2. Journey mapping
  3. Qualitative research
  4. Mind mapping
A

Correct Answer:
Qualitative research

Explanation: It supplies the greatest breadth of information about your customer’s world. Journey mapping is not really a research method; it is a way of applying research findings.

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14
Q

Question #14: For customer experience improvement, the highest ROI approach is:

  1. Digitalization of the process
  2. Resolving the instance of the issue
  3. Quick wins
  4. Prevention of issue recurrence
A

Correct Answer:
Prevention of issue recurrence

Explanation: Stopping the problem from happening anymore for all customers will save the most money and gain the most money.

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15
Q

Question #15: Which one of these is NOT a schema?

  1. Assumption
  2. Brainstorm
  3. Mental shortcut
  4. Pattern of thinking
A

Correct Answer:
Brainstorm

Explanation: Brainstorm is not an everyday decision process, and it is generally the opposite of a schema.

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16
Q

Question #16: Which of the following is the correct sequence for design thinking?

  1. Ideate, define, empathize, prototype, test
  2. Define, empathize, ideate, test, prototype
  3. Test, empathize, define, ideate, prototype
  4. Empathize, define, ideate, prototype, test
A

Correct Answer:
Empathize, define, ideate, prototype, test

Explanation: Different labels may be used by different CX Design teams, but the content of the sequence is always identical.

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17
Q

Question #17: Loss aversion is an example of:

  1. Social influences on decisions
  2. Environmental influences on decisions
  3. Emotional influences on decisions
  4. Financial influences on decisions
A

Correct Answer:
Social influences on decisions

Explanation: Losing status or power can be embarrassing or humiliating.

18
Q

Question #18: When stakeholders are faced with adopting a change, your first priority is to:

  1. Leverage early adopters
  2. Reduce unattractive aspects of the change
  3. Reduce attractiveness of the change
  4. Build a shared vision
A

Correct Answer:
Reduce unattractive aspects of the change

Explanation: People are unable to embrace the good until you reduce causes of resistance.

19
Q

Question #19: What is the test of outputs versus inputs, or how well your design meets specifications?

  1. Feedback grid
  2. Validation
  3. Design sprint
  4. Verification
A

Correct Answer:
Verification

Explanation: You verify specs are met very well. Customers validate the value to their needs.

20
Q

Question #20: A big-picture view is known as:

  1. Convergent thinking
  2. Divergent thinking
  3. Design thinking
  4. Systems thinking
A

Correct Answer:
Systems thinking

Explanation: Systems thinking helps you “see the forest in addition to the trees”.

21
Q

Question #21: Frequent iteration of customer feedback and adjustment of your design approach (also known as agile) is suitable for:

  1. The experimentation phase of design
  2. The ideation phase of design
  3. All phases of design
  4. The evolution phase of design
A

Correct Answer:
All phases of design

Explanation: Checking with customers is always helpful to your success.

22
Q

Question #22: Endowment effect is an example of:

  1. Financial influences on decisions
  2. Social influences on decisions
  3. Environmental influences on decisions
  4. Emotional influences on decisions
A

Correct Answer:
Emotional influences on decisions

Explanation: An endowment or gift refers to sentimental value with emotional attachment.

23
Q

Question #23: What is the test of the solution versus the problem, or how well your solution solves the problem?

  1. Validation
  2. Verification
  3. Usability
  4. Minimum viable product
A

Correct Answer:
Validation

Explanation: You verify specs are met very well. Customers validate the value to their needs.

24
Q

Question #24: Carefully planning of improvement actions is as important as:

  1. Showing people how others depend on them for success
  2. Maintaining accountability through action plan visibility
  3. All of these answers in combination
  4. Monitoring and minimizing stakeholders’ resistance factors
A

Correct Answer:
All of these answers in combination

Explanation: CX teams should facilitate all of these efforts, to achieve CX annuities gains.

25
Q

Question #25: Systems thinking represents all of the following EXCEPT:

  1. Optimizing consequences: the domino effect
  2. Interdependencies: who relies on whom
  3. Holistic thinking: seeing the whole situation and its parts
  4. Mental shortcuts: educated guesses
A

Correct Answer:
Mental shortcuts: educated guesses

Explanation: Mental shortcuts are usually irrational educated guesses or assumptions. This is the opposite of systems thinking.

26
Q

Question #26: Organizing a large set of data into a tree diagram is known as any of the following EXCEPT:

  1. Mind mapping
  2. Information architecture
  3. Why-how laddering
  4. Affinity diagram
A

Correct Answer:
Why-how laddering

Explanation: Why-how laddering is an exercise for design thinking teams. The other 3 are synonymous.

27
Q

Question #27: Divergent thinking is all of the following EXCEPT:

  1. Patiently exploring something
  2. Brainstorming
  3. Considering all the possibilities
  4. Narrowing down choices to a final decision
A

Correct Answer:
Narrowing down choices to a final decision

Explanation: Convergent thinking is narrowing down choices to a final decision.

28
Q

Question #28: How does contextual inquiry differ from ethnography?

  1. In ethnography, the user evaluates various design mockups
  2. In ethnography, users co-create a customer journey map
  3. In contextual inquiry, users’ questions are the basis for design
  4. In contextual inquiry, the user explains everything they are doing while they do it
A

Correct Answer:
In contextual inquiry, the user explains everything they are doing while they do it

Explanation: Ethnography is pure observation of people in their natural setting. Contextual inquiry uses similar principles with a certain type of listening.

29
Q

Question #29: When a stakeholder resists adopting a change, you should:

  1. Arrange for early adopters to influence the stakeholder
  2. Abandon the change
  3. Ask their supervisor to require the stakeholder’s adoption
  4. Exclude the stakeholder from your activities temporarily
A

Correct Answer:
Arrange for early adopters to influence the stakeholder

Explanation: Keep things rolling by working through others as needed.

30
Q

Question #30: These are ways to maintain accountability for deploying experience design and improvement plans, EXCEPT:

  1. Change management
  2. Swim lane diagram
  3. Storyboard
  4. Gantt chart
A

Correct Answer:
Storyboard

Explanation: Storyboards show people a sequence of actions, but consequences of “dropping the ball” are less apparent in storyboards than the other methods.

31
Q

Question #31: People tend to make decisions based on [XXXXXX]

  1. Timing
  2. Mental shortcuts
  3. Logic
  4. Research
A

orrect Answer:
Mental shortcuts

Explanation: Mental shortcuts are people’s “rule of thumb” or automatic reactions or educated guesses. This is usually the opposite of logic and research.

32
Q

Question #32: What should you design or improve first?

  1. Efficiency and effectiveness needs
  2. Life-changing and emotional needs
  3. Safety and functional needs
  4. Social impact and self-fulfillment needs
A

Correct Answer:
Safety and functional needs

Explanation: Safety, utility, and functional needs will continue to be a pebble in customers’ shoes regardless of how wonderfully you design for higher-level needs

33
Q

Question #33: Choice overload is an example of:

  1. Social influences on decisions
  2. Environmental influences on decisions
  3. Financial influences on decisions
  4. Emotional influences on decisions
A

Correct Answer:
Environmental influences on decisions

Explanation: Environments that present numerous choices are the cause of choice overload.

34
Q

Question #34: Why is behavioral science important in designing experiences?

  1. It clarifies patterns for people’s irrational decisions
  2. It reveals the scientific basis for experience design
  3. It makes design human-centered
  4. It shows you how to design loyal behaviors
A

Correct Answer:
It clarifies patterns for people’s irrational decisions

Explanation: Behavioral science is the study of how decisions are influenced by emotions, the environment, and social factors. These are irrational factors, rather than logical factors.

35
Q

Question #35: What is the most important basis of human-centered design?

  1. Visual appeal
  2. Ease of use
  3. Efficient delivery
  4. Emotional appeal
A

Correct Answer:
Ease of use

Explanation: Human-centered design makes it easy for users’ needs to be met.

36
Q

Question #36: A recovery plan is all of the following, EXCEPT:

  1. What kinds of remedies will you offer customers and how will you express regret, and how will you compensate customers for their inconvenience and pain
  2. How your Service organization responds to customer problems and complaints
  3. Re-engaging lost customers, and proactive outreach to customers affected by something who have not yet contacted you about their issue or potential issue
  4. Preventing issues and costs by resolving root causes of customer pain
A

Correct Answer:
Preventing issues and costs by resolving root causes of customer pain

Explanation: Solving the instance of an issue is represented by the other 3 choices. It is usually managed by the Service organization specifically. Preventing recurrence via root cause resolution provides CX annuities and typically involves numerous organizations.

37
Q

Question #37: Why is Pareto analysis necessary for CX improvement?

  1. It reveals root causes of loyalty
  2. It identifies what is most practical to improve
  3. It reveals priorities for quick wins
  4. It identifies what is necessary to prevent recurrence
A

Correct Answer:
It identifies what is necessary to prevent recurrence

Explanation: A Pareto chart shows the largest contributors to the performance of a key driver of loyalty. Quick wins are usually the lowest contributors. Root causes are revealed by asking “why” 5 times for each of the Vital Few symptoms identified in Pareto analysis. It usually requires time and cross-organizational collaboration to prevent recurrence of the Vital Few symptoms. However, CX improvement based on Pareto analysis along with 5 why’s analysis will generate CX annuities, while quick wins will not.

38
Q

Question #38: Which of the following statements is false? “Journey mapping [XXXXXXX].”

  1. Should reflect customer viewpoints and phrasing, not your internal views and phrasing
  2. Should include a robust plan for acting on the insights it produces
  3. Is necessary for CX improvement and design
  4. Can be helpful in getting everyone on the same page about understanding customers
A

Correct Answer:
Is necessary for CX improvement and design

Explanation: CJM can be helpful, but it is not absolutely necessary. Many CX achievements have generated significant increases in financials and customer well-being without using CJM.

39
Q

Question #39: When is change management appropriate in CX management?

  1. During CX Improvement efforts
  2. During CX Design efforts
  3. All the time, and especially before or very early in Design, Innovation, Improvement, and every other CX effort
  4. During CX Innovation efforts
A

orrect Answer:
All the time, and especially before or very early in Design, Innovation, Improvement, and every other CX effort

Explanation: Change management techniques are the heart of adoption and accountability for customer experience excellence. You rely on others to design, innovate, improve, deliver, communicate, process, and account for the customer experience. Therefore, your role is primarily important to facilitating stakeholders’ impact on efficiency and effectiveness of customers’ experiences.

40
Q

Question #40: Which statement is NOT a reason why CX design is more popular than CX innovation or CX improvement?

  1. CX design generates greater gains than CX innovation or CX improvement
  2. CX design can be deployed with a small group
  3. CX design focus is perpetuated via journey mapping advice and CX professionals’ skill sets
  4. CX design is perceived as more fun and exciting than CX improvement or CX innovation
A

Correct Answer:
CX design generates greater gains than CX innovation or CX improvement

Explanation: CX innovation is the heart of CX revenue gains because it creates a NOVEL (differentiated, often legally patented) approach to new mutual value. CX improvement is the heart of CX management because it produces CX annuities, which are typically massive in both savings and top-line growth. The other 3 statements about CX design are true.

CCXP: By Competencies (14 decks)

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