6b. All Competencies: Multiple choice

Question 1

Dana asked for your advice about getting managers’ buy-in to emphasize customer expereince in their business strategies. You should advice Dana to focus on:

A: Cost of poor experience managment
B: Benchmarking studies
C: Business advatages from Promoters
D: Case studies

Metrics & Analytics

Answer 1

A: Cost of poor experience managment

Question 2

Engineers walked out of the VOC presentation when they saw survey questions such as: “How would you rate the field support specialist’s responsiveness and knowledge?” The engineers believed the VOC presentation had low [XXXXXXX]

A: confidence

B: reliability

C: validity

D: confidence

Metrics & Analytics

Answer 2

C: validity

Question 3

When Jan showed you the patterns between product returns and customer churn, you realized how product returns and similar [XXXXXXXXX] data can enrich managers’ customer intelligence.

A: customer

B: operational

C: outcome

D: qualitative

Metrics & Analytics

Answer 3

B: operational

Question 4

In one of the exhibit booths at the CX conference last week, you saw a technology demo. This new technology processes large amounts of customer data relative to your business goals, resulting in recommendations for what you should do. This is an example of [XXXXXXXX]

A: prescriptive analytics

B: predictive analytics

C: diagnostic analytics

D: descriptive analytics

Metrics & Analytics

Answer 4

A: prescriptive analytics

Question 5

Jamie read in the marketing report that Gen X customers, on average, have bought 80% of your company’s product line. This is also known as 80% [XXXXXXXX]

A: market share

B: share of wallet

C: sales

D: product penetration

Metrics & Analytics

Answer 5

D: product penetration

Market share is your brand’s % of all brands. Wallet share is your brand’s share of a customer’s spend.

Question 6

When Mel asks you to prioritize customer experience improvement oppertunities, you should conduct [XXXXXXXX]

A: Regression analysis

B: Correlation analysis

C: Conjoint analysis

D: Discriminant analysis

Metrics & Analytics

Answer 6

B: Correlation analysis

Question 7

You know that a true leading indicator is what you can track internally about a workflow associated with the 80/20 rule and a high loyalty correlation coefficient.
However, other people tend to view a leading indicator as:

A: all of these choices

B: what predictive analytics report

C: defect rates

D: what customers say they will do

Metrics & Analytics

Answer 7

A: all of these choices

While all of these give you an idea about future trends, none of them is proactive unless it’s in your workflow.

Question 8

Pat was surprised to learn that implementing NPS requires:
a) Executive alignment and governance
b) Measuring, analyzing, and reporting
c) Helping everyone use NPS data
d) Closing the loop with customers

A: All of these
B: only b
C: only C
D: only d

Metrics & Analytics

Answer 8

A: All of these

Question 9

After a football team lost every game in the season, many former fans switched their attention and ticket buying to a competing team. What is the team’s churn rate?
10,000 fans bought tickets last year
8,500 fans bought tickets this year

A: 85%

B: 15%

C: 0.85%

D: 0.15%

Metrics & Analytics

Answer 9

B: 15%

Question 10

Nat explained that the 400 respondents to a survey represent a +/- 5% margin of error. This tells you that the survey has:

A: 95% confidence

B: 95% confidence interval

C: 95% validity

D: 95% reliability

Metrics & Analytics

Answer 10

B: 95% confidence interval

1 minus margin of error = confidence interval

Question 11

To decide which CX metrics and measurements to emphasize, Nat interviewed each executive reporting to the CEO to understand why and how they reported their performance. What should you advise to Nat about this approach?

A: it’s wise, to convince re: NPS

B: it’s unwise, info overload

C: it’s wise, so CXM aligns to org strategy

D: it’s unwise, inside-out

Metrics & Analytics

Answer 11

C: it’s wise, so CXM aligns to org strategy

Question 12

What is your company’s share of wallet if your Marketing colleague presented the following: $5M revenue lost when 1,000 customers switched brands; $50M revenue for your brand from 12,000 customers; $100M industry revenue was generated by your customers; $500M industry revenue was generated worldwide in total

A: 50%

B: 20%

C: 10%

D: 5%

Metrics & Analytics

Answer 12

A: 50%

YOUR CUSTOMERS SPENT $50M WITH YOUR BRAND AND $100M WITH ALL BRANDS: SHARE OF WALLET = $50M / $100M. YOUR MARKET SHARE IS $50M / $500M.

Question 13

What is your company’s customer retention rate if your Marketing colleague presented the following: $40M revenue from 10,000 customers in the prior month; $12M revenue lost when 1,000 customers switched brands; $50M revenue from 12,000 customers this month; $200M revenue was generated worldwide in your industry

A: 90%

B: 10%

C: 30%

D: 20%

Metrics & Analytics

Answer 13

A: 90%

YOU LOST 1,000 OF YOUR PREVIOUS 10,000 CUSTOMERS, SO YOU RETAINED 90% OF LAST MONTH’S CUSTOMERS. THE OTHER INFO IN THIS QUESTION IS EXTRANEOUS.

Question 14

What is the customer lifetime value if your Marketing colleague presented the following segment’s performance: $400M annual revenue from 10,000 customers; $10M revenue lost when 1,000 customers switched brands; $300M average annual cost to serve customers; 5 years is the typical duration of a customer relationship

A: $500M

B: $50K

C: $5M

D: $50M

Metrics & Analytics

Answer 14

B: $50K

THE CLV CALCULATION:
(($400M - $300M) / 10,000 CUSTOMERS) X 5 YEARS = $50K LIFETIME VALUE OF A CUSTOMER IN THIS SEGMENT. THE OTHER INFO IS EXTRANEOUS

Question 15

When your CFO asks whether your CX design has been verified, this means:

A: Outputs match inputes (design meets specs)

B: Solution addresses the problem

C: Design milestones have signtures

D: Gross margin forecast was tested

Improvement & Design

Answer 15

A: Outputs match inputes (design meets specs)

Question 16

Moments of Truth are useful for each of the following EXCEPT:

A: Journey Maps

B: Empathy Maps

C: VoC questions

D: NPS

Improvement & Design

Answer 16

D: NPS

NPS is most appropriate for overall relationship situations, instead of interactions

Question 17

When Tyler asks you to recommend the best way to prioritize customer experience improvements, you should say:

A: Quick wins

B: Correlation + Pareto

C: Internal benefits + customer benefits

D: Urgnecy + importance

Improvement & Design

Answer 17

B: Correlation + Pareto

Question 18

Before you roll-out a study, workshop, communication, metric or any other aspect of CXM, you should find out “what’s in it for me - or not for me” from the perspective of each person affected. This is:

A: empathy mapping

B: mind-mapping

C: force-field analysis

D: gap analysis

Improvement & Design

Answer 18

C: force-field analysis

FORCE-FIELD ANALYSIS IS THE FIRST STEP TO REDUCING RESISTANCE OR ROADBLOCKS TO A CHANGE.

Question 19

When you visit another product division, you notice most of their projects are month-long sprints that allow quick iteration. What type of project management is this?

A: Kanban

B: Scrum

C: PRINCE2

D: Logframe

Improvement & Design

Answer 19

B: Scrum

Question 20

You hired a consultancy to manage and implement a project. As they reveal their final deliverables you note several extra features were added to impress you. Your colleague whispers to you: “WOW, that’s [xxxxxxxx]!”

A: Critical Chain

B: Parametric Model

C: Gold Plating

D: Project Crashing

Improvement & Design

Answer 20

C: Gold Plating

Question 21

Your new CEO is encouraging everyone to dedicate 40 hours per year to personal development and at least 2 hours per week to developments for the business. This is an example of [xxxxxxx]?

A: Scaffolding

B: Constraint

C: Organizational Slack

D: Red Teaming

Improvement & Design

Answer 21

C: Organizational Slack

• DESIGN THINKING SCAFFOLDS CREATIVITY.
• CONSTRAINTS LIKE THE PANDEMIC CATALYZE CHANGE.
• RED TEAMING CHALLENGES ASSUMPTIONS

Question 22

Bernie said: “We need to make sure this design is not tainted by our assumptions.” This means your design research needs to include [xxxxxxx]:

A: Inductive Techniques

B: SERVQUAL

C: Ethnography

D: Projective Techniques

Improvement & Design

Answer 22

A: Inductive Techniques

• SERVQUAL IS A SURVEY OF SERVICE QUALITY.
• ETHNOGRAPHY IS OBSERVATION OF USERS IN THEIR USUAL SITUATIONS.
• PROJECTIVE TECHNIQUES ARE OPEN-ENDED STIMULI.

Question 23

3 months after Service agents’ pay increased by 10%, Ari saw that absenteeism is a bit lower than before the pay raise. However, productivity was unaffected. This is an example of [XXXXXX]?

A: Peak-End Rule

B: Hygiene Factors

C: Anchoring

D: Herding

Improvement & Design

Answer 23

B: Hygiene Factors

HYGIENE FACTORS REDUCE DISSATISFACTION, BUT DO NOT NECESSARILY INCREASE SATISFACTION. PEAK-END IS ABOUT MEMORY. ANCHORING & HERDING ARE ABOUT INFLUENCES ON DECISIONS.

Question 24

Which technique is most appropriate for the C in DMAIC (Define, Measure, Analyze, Improve, Control)?

A: PDCA

B: VoC

C: Pareto Analysis

D: 5 Why’s

Improvement & Design

Answer 24

A: PDCA

PDCA = Plan, Do, Check, Act.
This happens in every managerial meeting, to keep things on track.

Question 25

After your company merged with another firm, you notice a lot of duplicated effort, wasted resources, and delays. Which technique will BEST identify what’s needed?

A: Woodpecker Method

B: Fishbone Diagram

C: Failure Modes & Effects Analysis

D: Value Stream Map

Improvement & Design

Answer 25

D: Value Stream Map

• WOODPECKER IS REPETITIVE PROBLEM- SOLVING.
• FISHBONE IS A VISUAL STRUCTURE FOR 5 WHY’S ROOT CAUSE ANALYSIS.
• FMEA DISCOVERS POTENTIAL ISSUES BEFORE IMPACT TO CUSTOMER.

Question 26

Some managers are skeptical about your customer experience design plans. Some don’t show up to your meetings, and others don’t reply to your messages.
What is the BEST approach for you to take?

A: ignore them

B: ask the CEO to require cooperation

C: create incentives for them

D: influence them via early adopters

Improvement & Design

Answer 26

D: influence them via early adopters

HIGH PERFORMERS OR EARLY ADOPTERS CAN SOCIALLY INFLUENCE POSITIVE PROGRESS OF LOW PERFORMERS OR LAGGARDS

Question 27

Tony explained that a popular design prioritization model really evaluates solution alternatives, rather than user needs. Exciters (or Delighters) in this model are what shows up in the upper right quadrant (high functionality + high satisfaction). Tony says: “needs cannot be exciters; only solutions can be exciters”. Which prioritization model is this?

A: RICE Model

B: Kano Model

C: Jobs-to-be-Done

D: Value vs. Effort

Improvement & Design

Answer 27

B: Kano Model

• RICE IS MANAGERS’ ESTIMATIONS OF REACH x IMPACT x CONFIDENCE.
• VALUE VS. EFFORT IS INTERNAL EFFORT AND VALUE TO YOU OR USERS.
• JTBD IS BEST BECAUSE IT USES CUSTOMER EXPECTATIONS.

The Kano Model (pronounced “Kah-no”) is an approach to prioritizing features on a product roadmap based on the degree to which they are likely to satisfy customers. Product teams can weigh a high-satisfaction feature against its costs to implement to determine whether or not adding it to the roadmap is a strategically sound decision.

Question 28

In the elevator, you overhear this in a conversation: “…. avoid, reduce, transfer or retain”. What is this conversation about?

A: Risk response

B: Service recovery

C: Bottleneck containment

D: Suboptimization

Improvement & Design

Answer 28

A: Risk response

Question 29

An airline gave stranded passengers a free future ticket and paid hotel, ground transportation, and goodie bag.
A cinema told a complaining customer on Twitter he would receive 10 free movie tickets and goodie bags as an apology.

A customer who observed both of these situations felt more positive about the airline’s response. This is an example of [xxxxxx]

A: Double Diamond

B: Blue Ocean

C: Edge Strategy

D: Theory of Justice

Improvement & Design

Answer 29

D: Theory of Justice

• DOUBLE DIAMOND IS DIVERGENT-CONVERGENT THINKING.
• BLUE OCEAN IS INNOVATION THAT MAKES COMPETITORS IRRELEVANT.
• EDGE INNOVATES CLOSE TO EXISTING ACTIVITIES

Distributive justice refers to the perception that the service-recovery outcome is fair and equally applied. Procedural justice refers to perceptions around the fairness of the service-recovery process. Interactional justice refers to the fairness of the treatment for the individual

Question 30

Nic complained: “Why can’t we keep things as they are? Every time there is a major change, it is painful.” What is the most accurate thing you can tell Nic?

A: change is always painful but later it can be joyful

B: change is a mindset

C: proactive planning can minimize pain and risk

D: people who don’t like it should leave

Culture & Accountability

Answer 30

C: proactive planning can minimize pain and risk

STAKEHOLDER ANALYSIS WELL IN ADVANCE OF CHANGE CAN HELP YOU REDUCE RISKS AND PERCEIVED DRAWBACKS.

Question 31

You notice that Pat is unable to concentrate on your project after hearing about possible organizational changes. To regain productivity, what should Pat focus on?

A: Circle of Concern

B: Circle of Influence

C: Circle of Impact

D: Circle of Control

Culture & Accountability

Answer 31

D: Circle of Control

Explanation: The things in your life that you have the power to change or influence

Question 32

When your CEO asks you to lead a taskforce, you remember how you have felt on many other teams. Positive expectations, many questions, and some anxiety are hallmarks of which stage of a team life cycle?

A: forming

B: storming

C: norming

D: performing

Culture & Accountability

Answer 32

A: forming

Question 33

At the conference luncheon you sit next to someone who says the hardest thing about a CX job is getting people to follow-up and follow through with one another - and with customers. To help, you should explain [xxxxxxx]:

A: circle of influence

B: personality styles

C: closed loop culture

D: Kubler-Ross change

Culture & Accountability

Answer 33

C: closed loop culture

• CIRCLE OF INFLUENCE IS EVERYTHING YOU CAN CONTROL OR AFFECT.
• KUBLER-ROSS IS 5 GRIEF STAGES IN A CHANGE.
• COMMUNICATION LIFE CYCLE IS A MADE-UP PHRASE.

Question 34

Even though everyone was enthusiastic about their agreed upon next steps after the CX journey workshop, nothing has happened in 2 months. To achieve ROI on the workshop, which of these approaches would be BEST?

A: [gains-costs]/costs

B: RACI

C: ADKAR

D: PDCA

Culture & Accountability

Answer 34

B: RACI

A RACI chart—also known as a RACI matrix or responsibility assignment matrix—is a simple diagram used in project management to map task roles and responsibilities.

RACI stands for:

Responsible
Accountable
Consulted
Informed

Question 35

Your whole team cringes when Evan says inappropriate things in almost every meeting. Nonetheless, tomorrow is Evan’s 5-year anniversary on your team. The team leader should let Evan go, because failure to live up to the team values of mutual respect is creating a toxic team environment. This is an example of [xxxxx]:

A: storming

B: Lewin’s model

C: brilliant jerks

D: competing values

Culture & Accountability

Answer 35

C: brilliant jerks

• STORMING IS A TEAM LIFE CYCLE STAGE.
• LEWIN CHANGE MODEL IS UNFREEZE, CHANGE, REFREEZE.
• COMPETING VALUES COMBINES 4 DIVERSE STYLES FOR HEALTHY CULTURE

A brilliant jerk is most simply defined as a high performer with a bad attitude. The type of person who can bring results, make high level connections, be a creative genius — but no one really wants to be around for any length of time

Question 36

The first 6 months for Dylan’s team was challenging, but the past 6 months have been wonderful. If Dylan wants to keep the team performing at this high level permanently, what is the key?

A: Increase pay

B: Increase perks

C: Address changes directly

D: Promote within

Culture & Accountability

Answer 36

C: Address changes directly

Question 37

To set up your design team for best success, who should you include from the following?

a) people who do things first; b) people who do things fast; c) people who do things right; d) people who do things together

A: a and b

B: b, c and d

C: c and d

D: All of the options

Culture & Accountability

Answer 37

D: All of the options

Question 38

Your cousin is enthusiastic to start a new job next week, leading a very large group. When you’re asked for advice about the best ways to nurture strong employee engagement, you should emphasize each of the following EXCEPT:

A: involve them in improving processes

B: set up a way to earn perks

C: make them partners in achieving goals

D: be transparent about progress

Culture & Accountability

Answer 38

B: set up a way to earn perks

ENGAGEMENT FACTORS ARE ABOUT MEANINGFUL INVOLVEMENT.

Question 39

For the new year, Quinn is evolving the company’s CX focus from Service and VoC to proactive CX design and improvement. Quinn could use any of the change models listed below to increase organizational adoption and accountability for CX, EXCEPT:

A: ADKAR

B: McKinsey 7S

C: Kotter 8-Step

D: Bridges Transition

Culture & Accountability

Answer 39

A: ADKAR

MCKINSEY SAYS A CHANGE IN 1 OF 7 HARD AND SOFT ELEMENTS AFFECTS THE OTHER 6.
KOTTER SAYS TAKE 7 STEPS BEFORE A CHANGE.
BRIDGES: LET GO OF OLD TO ACCEPT THE NEW.

“ADKAR” is an acronym for the five outcomes an individual needs to achieve for a change to be successful: Awareness, Desire, Knowledge, Ability and Reinforcement. This powerful model is based on the understanding that organizational change can only happen when individuals change.

Question 40

As you accept the assignment to lead a large project, you realize how important it is to prevent risks that could poison your team’s culture and productivity. For guidance in doing this, what kind of experties should you seek?

A: resistance reduction

B: risk avoidance

C: error proofing

D: risk mitigation

Culture & Accountability

Answer 40

D: risk mitigation

Question 41

When customers pay for your solution the first time, several work groups are alerted to begin delivery and onboarding. Your customer service calls indicate duplication and gaps at this point in the customer experience journey. What is the BEST way to resolve this?

A: merge all work groups

B: revise procedures

C: assign accountability to 1 work group

D: conduct training

Culture & Accountability

Answer 41

C: assign accountability to 1 work group

1 VERSION OF THE TRUTH IS A KEY TO REDUCING DYSFUNCTION OF CROSS-FUNCTIONAL TEAMS

Question 42

Britt discovers that 2 business units have very different levels of employee engagement. One had a large budget for prizes, overtime, pizza parties, ping pong, etc. The other one gained even higher engagement through team-building, community service, empowerment, and leaders interacting with employees. This shows higher engagement via [XXXXXXXX] rewards.

A: inherent

B: intrinsic

C: acquired

D: extrinsic

Culture & Accountability

Answer 42

B: intrinsic

INHERENT IS “BUILT-IN” TO EXISTING THINGS WHEREAS ACQUIRED IS “ACCUSTOMED OVER TIME”. INTRINSIC IS PSYCHOLOGICAL VALUE FROM THE WORK ITSELF. EXTRINSIC IS ECONOMIC

Question 43

When there are more change than usual last year, you decide to be less strict with performance standards. This year, there is much less change. Everyone seems happier. However, performance now is lower than 2 years ago. Why is performance still below standards?

A: Golem Effect

B: Bambi Effect

C: Hawthorne Effect

D: Pygmalion Effect

Culture & Accountability

Answer 43

A: Golem Effect

Question 44

To permanently shape ways of thinking and doing across your company, you should connect what you are doing to what already exists. Connect CX ideas and actions, etc. to corporate values, reviews and approvals, report formats, priorities, etc. Align to them, and you will have greater success in getting them to align to CX, more and more over time. This makes CX innate or [xxxxx] to your culture.

A: intrinsic

B: acquired

C: extrinsic

D: inherent

Culture & Accountability

Answer 44

D: inherent

INHERENT MEANS IT IS DEEP-ROOTED, INGRAINED, EMBEDDED, YOUR WAY OF LIFE. CUSTOMER-CENTRIC CULTURE MEANS OUTSIDE-IN IS YOUR WAY OF LIFE.

Question 45

Your friend Blair decides it’s time to apply for a CX award about the company’s closed-loop VoC. You should remind Blair about the following strengths of closed loop compared to open loop, EXCEPT:

A: it proves CX is healthy and improving

B: acknowledges that info was received

C: inspires internal CX action follow-through

D: it encourages future response rates

VoC & Intelligence

Answer 45

A: it proves CX is healthy and improving

OPEN LOOP COLLECTS INFORMATION WITHOUT PROVIDING FEEDBACK. GIVING FEEDBACK TO CUSTOMERS DOES NOT PROVE CX IS GOOD.

Question 46

What must you do prior to “who, what, and how to ask” to gain VoC maturity and intelligence and for actionability and ROI on your VoC?

A: buy VoC tech to reveal priorities

B: find patterns for intelligence

C: design your survey before buying tech

D: begin with end in mind

VoC & Intelligence

Answer 46

D: begin with end in mind

Question 47

Dusring an economic downturn, Jesse was asked to pause VoC spending. Still, Jesse found extensive customer feedback in Sales and Service notes, report cards from customers, social media and customer-facing employees’ observations. Jesse discovered this [XXXXX] is actionable and motivational.

A: unsolicited feedback

B: A, C and D

C: unstructured feedback

D: qualitative data

VoC & Intelligence

Answer 47

B: A, C and D

Question 48

Many VoC managers do not segment their customers before a survey. But after a survey, they segment customers based on their likelihood to recommend a brand. Although it is recommended segmenting by expectations prior to quantitative surveys, Ash’s marketing team segments customers by their lifestyle values, also known as [XXXXXX]

A: demographic segmentation

B: expectations segmentation

C: psychographic segmentation

D: behavioral segmentation

VoC & Intelligence

Answer 48

C: psychographic segmentation

• DEMOGRAPHIC: AGE, GENDER, INCOME, ETC.
• BEHAVIORAL: PURCHASE VOLUME, BUYING READINESS, ETC.
• PSYCHOGRAPHIC: PERSONALITY, OPINIONS, INTERESTS, BELIEFS, ETC.

Question 49

Kerry explained to the survey software provider that this year VoC surveys will be conducted through stratified random samples. Advantages of this approach including the following, EXCEPT:

A: represent all groups

B: every customer is invited

C: respondents saved for future

D: statistical quotas

VoC & Intelligence

Answer 49

B: every customer is invited

A simple random sample is used to represent the entire data population and randomly selects individuals from the population without any other consideration. A stratified random sample, on the other hand, first divides the population into smaller groups, or strata, based on shared characteristics

Question 50

For customer intelligence analysis, Jerry decided to combine VoE and VoC data. Jerry realized employee journeys and customer journeys have different timing and steps. However, Jerry discovered a “canary in a coalmine” effect, which means [XXXXXX]

A: VoC can predict VoE

B: bright ideas for CX design

C: VoE can predict VoC

D: VoE is less positive than VoC

VoC & Intelligence

Answer 50

C: VoE can predict VoC

Employee comments about dysfunction are a signal of what customers experience (broken processes, sloppy handoffs, limiting policies etc.)

Question 51

You are invited to make a 20-minutes presentation to a college class about voice of the customer. When you explain survey response rates, your presentation will include each of the following, with emphasis on [xxxxxxx]

A: demonstrate you are acting on VoC

B: explain respectful use of data

C: allow reply by various channels

D: request reply at convenient times

VoC & Intelligence

Answer 51

A: demonstrate you are acting on VoC

Question 52

At a VoC conference, Kelly noticed recommendations such as: ask survey questions about business goals; ask managers to write customer steps on journey maps; ask Promoters to refer others as the main key to CX ROI. Kelly realized these are all [xxxxxx] approaches.

A: world-class

B: empowering

C: customer-centric

D: business-centric

VoC & Intelligence

Answer 52

D: business-centric

THESE APPROACHES FAVOR INTERESTS OF YOUR BUSINESS MORE THAN REALITIES AND INTERESTS OF CUSTOMERS.

Question 53

When Rene experimented with different types of survey scales, it was interesting to note that the [XXXXXX] can be good or bad. On the good side, it helps respondents understand what the scale’s endpoints mean. This fosters consistency, or validity. On the bad side, it can bias respondents, depending on the language or placement or styling used. What type of scale is this?

A: even-numbered scale

B: anchored scale

C: odd-numbered scale

D: dichotomy scale

VoC & Intelligence

Answer 53

B: anchored scale

ANCHORED SCALES PROVIDE LABELS (E.G. 1 = COLD, 10 = HOT) FOR CONSISTENT INTERPRETATION. BIAS HAPPENS WHEN YOU IMPLY THAT ONE END IS FAVORED.

Question 54

Ariel was surprised to find out that many VoC managers do not rely on correlation analysis to prioritize CX efforts. Ariel learned in university statistics courses that statistical analyses reveal subconscious truths and unknown truths in the ways people think and behave (like behavioral science, with the added benefit of being scientifically proven). What is another phrase for correlation analysis?

A: regression analysis

B: value vs. effort prioritization

C: implied importance

D: stated importance

VoC & Intelligence

Answer 54

C: implied importance

CORRELATION COEFFICIENTS IMPLY THE RELATIONSHIP BETWEEN A CX FACTOR (SUCH AS TIMELY, FRIENDLY, ETC.) AND YOUR LOYALTY INDEX (SUCH AS NPS). BY THE WAY, A CX INDEX IMPLIES RELATIONSHIP TO REVENUE

Question 55

Jean decided that averages with larger than 1 standard deviation are not worthwhile to report to managers. Which of the following is the BEST reason for Jean’s decision?

A: responses are inconsistent

B: manager actions would be wasteful

C: top/bottom box would help more

D: A, B and C are correct

VoC & Intelligence

Answer 55

D: A, B and C are correct

Small standard deviation means most respondents agree. Large implies inconsistent views, making action wasteful. Top and Bottom Box shows an accurate actionable view of customers.

Question 56

Kris feels that sufficient VoC is collected, and what’s missing is making good use of it. Experimenting with customer intelligence methods, Kris is discovering exciting insights by using statistics to classify data into homogeneous groups. This is knows as:

A: Cluster analysis

C: Discriminant analysis

C: ANOVA

D: Factor analysis

VoC & Intelligence

Answer 56

A: Cluster analysis

WHY:
* FACTOR ANALYSIS SIMPLIFIES DATA INTO A FEW CATEGORIES.
* DISCRIMINANT ANALYSIS PLACES DATA INTO CATEGORIES.
* ANOVA MEASURES VARIANCE.

Question 57

When the CFO expresses concern about whether VoC findings are actionable, Rory points out how most managers make both major and minor decisions. Rory says it’s rare to have 100% certainty about any business decision data, unless lives depend upon it, like NASA. Rory is suggesting VoC should be acted on when it is [XXXXX]:

A: statistically significant data

B: directionally correct data

C: convenient data

D: low-hanging fruit

VoC & Intelligence

Answer 57

B: directionally correct data

MANAGERIAL DECISIONS ARE MADE ON DIRECTIONALLY CORRECT INSIGHTS. WHEN THE DATA POINTS YOU IN THE RIGHT DIRECTION, WITH OBVIOUS NEED FOR ACTION, YOU SHOULD ACT.

Question 58

Devan just created the 20th journey map this year in your firm. As you review this exciting diagram, you ask Devan: What are we learning about customers’ Moments of Truth? Devan answers: there are obvious things we should start doing, stop doing, and keep doing. This leads you to consider which of the following to be true?

A: CJM is customer intelligence, not VoC

B: CJM is optional vs. other analyses

C: A, B, and D

D: CJM is useful for front- and back-stage

VoC & Intelligence

Answer 58

C: A, B, and D

JOURNEY MAPPING IS ONE OF MANY USEFUL ANALYSES AND ACTION PLANNING TECHNIQUES. ULTIMATELY, TAKING ACTION THAT BENEFITS CUSTOMERS MOST IS
THE POINT OF CXM.

Question 59

When you are evaluating entries in a VoC awards contest, which one will you score highest?

A: applying VoC to LoBs and strategy

B: numerous types of listening posts

C: extensive journey maps

D: impressive inner closed loop VoC

VoC & Intelligence

Answer 59

A: applying VoC to LoBs and strategy

VoC collaborator maturity is applying VoC to lines of business (LoBs) and VoC transformer maturity is applying VoC to strategy.

Question 60

You are a judge for a “CX Article of the Year” contest. Outside-In is the theme for this award category. Which topic is the BEST example of Outside-In?

A: 90% shorter time for customers’ processes

B: “effort vs. cost” priority for CX actions

C: NPS is highest in industry benchmarks

D: made journey maps for 80% of personas

Operationalized Strategy

Answer 60

A: 90% shorter time for customers’ processes

All three other choices favor benefits to your company above benefits to customers.

Question 61

As a new Chief Customer Officer, Alden wants to set up a cadence of reviews with separate customer accounts. The agenda will focus on value improvements from the customer viewpoint. It will be a VoC source, listening to the customer’s wish list for features and relationship. This type of meeting is called:

A: Ops Review

B: EBR

C: Sales QBR

D: QBR

Operationalized Strategy

Answer 61

D: QBR

• EBR IS ANNUALLY.
• QBR IS QUARTERLY.
• OPS REVIEW AND SALES QBR ARE INTERNAL IN YOUR COMPANY

Question 62

“Almost-automatic experience excellence for customers, employees, and partners” is COMPANY’s ALPHA [XXXXXX]

A: Business plan

B: Vision

C: Portfolio

D: Mission

Operationalized Strategy

Answer 62

B: Vision

Question 63

When Ari presnets the new fiscal year CX plan, you notice that this plan focuses on efficiently delivering a specific outcome. This CX plan is MOST likely a CX [xxxxxx]

A: Program

B: Strategy

C: Project

D: Tactic

Operationalized Strategy

Answer 63

C: Project

Question 64

Sidney wants to guide executives in operationalizing, aligning and embedding CX across the company culture. Which strategic planning technique will help Sidney do this?

A: roadmap

B: SWOT

C: cascading objectives

D: culture gap analysis

Operationalized Strategy

Answer 64

A: roadmap

• A ROADMAP OUTLINES MILESTONES OVER TIME.
• SWOT COMPARES STRENGTH VS. WEAKNESS.
• CASCADING ALIGNS CEO’S AND TEAMS’ GOALS.
• CULTURE GAPS COMPARE INTENTIONAL CX VS. POLICIES, INCENTIVES, ETC.

Question 65

A large manufacturer has focused to-date on customer service and VoC. This year, the Director of VoC, Remy, is asked to create a broader CX strategy and begin implementing it company-wide. Which type of CX role is BEST for helping him make it happen?

A: CX Team

B: CX Leader

C: CX Council

D: CX Champions

Operationalized Strategy

Answer 65

D: CX Champions

CX champions can influence each business unit’s CX adoption and accountability

Question 66

When employees and customers complain about rising costs or waiting too long for things, which analysis would be BEST for the Chief Customer Officer to emphasize?

A: Core Competencies

B: Value Chain

C: Competitive Moat

D: Iron Triangle

Operationalized Strategy

Answer 66

B: Value Chain

• CORE COMPETENCIES ARE YOUR TOP DIFFERENTIATORS.
• MOAT IS A DIFFERENTIATOR THAT IS HARD TO COPY.
• IRON TRIANGLE IS TRADE-OFFS OF COST/SPEED/ QUALITY (OR SCOPE).

Question 67

Early in the global pandemic, many companies re-aligned their mission to address urgent needs of customers. Which business strategy technique BEST describes this?

A: Balanced Scorecard

B: Porter’s 5 Forces

C: Strategic Pivot

D: Lean Canvas

Operationalized Strategy

Answer 67

C: Strategic Pivot

Question 68

Jaime joined the executive team of a company that was founded 2 years ago. The CEO’s first assignment to Jaime is to set up managerial performance incentives that will impress customers and investors alike. To do this, Jaime should emphasize the [xxxxxx]:

A: MVP

B: Suboptimization

C: Brand Traits concept.

D: Lean Startup

Operationalized Strategy

Answer 68

B: Suboptimization

• SUBOPTIMIZATION IS IMPROVEMENT OF 1 THING WHICH SUBSEQUENTLY HURTS OTHER THINGS.
• MVP IS JUST ENOUGH FEATURES AND QUALITY FOR SALES.
• BRAND TRAITS ARE CHARACTERISTICS OF YOUR BRAND

Question 69

Based on the top roadblocks to strategy success: (1) implementation failure and (2) lack of integration into the way the business is run, Ellis decides the best focus for the CX Steering Committee is:

A: silo-smoothing

B: journey mapping

C: reviewing NPS

D: digitilazation

Operationalized Strategy

Answer 69

A: silo-smoothing

Question 70

In the next Ops Review, Gabriel wants to emphasize that CX success is closing the gap between realities and expectations. To remind managers how Marketing sets customer expectatoins, Gabriel should present the [XXXXXX]:

A: Brand intent

B: Brand traits

C: Brand promise

D: Brand attributes

Operationalized Strategy

Answer 70

C: Brand promise

Question 71

Sasha’s research discovers 3 overall patterns in core-growth customers’ jobs-to-be-done. To maximize profitable growth, Sasha wants to help the CEO focus all aspects of business management on these 3 patterns, This focus is the company’s [xxxx]:

A: Intended CX

B: Branded CX

C: Intentional CX

D: Brand essence

Operationalized Strategy

Answer 71

C: Intentional CX

• INTENDED CX IS AN EXPERIENCE THAT MATCHES ITS DESIGN.
• BRANDED CX IS CONSISTENT PERFORMANCE.
• BRAND ESSENCE IS WHAT’S ABSOLUTE TO CUSTOMERS.

Question 72

Max is meeting next week with leaders in Marketing and Sales. To emphasize their role in closing customers’ realities vs. expctations gap, Max should remind these leaders that the #1 factor that shapes customer loyalty is [XXXXXXX].

A: People

B: Promotion

C: Features

D: Convenience

Operationalized Strategy

Answer 72

A: People

STUDIES SHOW LOYALTY IS GENERATED FIRST BY PEOPLE, THEN QUALITY, CONVENIENCE, FEATURES, PRICE, POLICIES, AND THEN ADVERTISING AND PROMOTION.

Question 73

Over the past year, Kai notices a growing trend in customer complaints about the company’s people being apathetic, sloppy, and over-focused on time and costs. This means the company’s CX strategy should improve [xxxxxxx]

A: Culture

B: Design

C: Process

D: Leadership

Operationalized Strategy

Answer 73

A: Culture

• IMPROVE LEADERSHIP FOR SILOS OR OVERBEARING OR INADEQUATE POLICIES.
• IMPROVE DESIGN WHEN DIFFERENTIATING CURRENT PERFORMANCE COULD LEAD TO BRAND PREFERENCE.

Question 74

Shae wants to make CX strategy a way of life company-wide. Reviewing each chapter of this CX course, Shae is outlining how the CX team will set up a cadence and established method for each of the 10 building blocks in the CXM ROI model. This approach makes the CX strategy all of the following EXCEPT:

A: Operationalized

B: North Star

C: Systematic

D: Systemic

Operationalized Strategy

Answer 74

B: North Star

• SYSTEMATIC IS ORDERLY AND METHODICAL.
• SYSTEMIC MEANS IT RELATES TO THE WHOLE SYSTEM (HOW THE BUSINESS IS RUN).
• OPERATIONALIZED = ROUTINIZED INTO THE WAY YOUR BUSINESS IS RUN