ch 13 Flashcards
True statements about the financial importance of customer service include:
a. it is not possible to measure business losses due to poor customer service.
b. customers who have problems are unlikely to repurchase, whether their problem is resolved or not.
c. businesses around the world lose millions of dollars in business each year as the result of poor customer service.
c. businesses around the world lose millions of dollars in business each year as the result of poor customer service.
ANS: C REF: pp. 350-351
________ was among the techniques Harrah’s Casinos used to improve customer service.
a. Changing the rules on interaction between customers and employees
b. Tracking the satisfaction scores of individual casino employees
c. Cash bonuses based on casino satisfaction scores
c. Cash bonuses based on casino satisfaction scores
ANS: C REF: pp. 351-352
Market segments that are willing to spend more if customer service is good include:
a. affluent customers.
b. young professionals.
c. both of the above.
a. affluent customers.
b. young professionals.
c. both of the above.
ANS: C REF: p. 352
Portakabin promises customers that it will:
a. deliver quality customer service
b. reduce the cost of products to the customer
c. deliver every product in 10 days
a. deliver quality customer service
355
Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service?
a. The first thing they want is their money back
b. There is a wide gap between what customers want and what they get
c. They want to be able to submit negative product reviews
b. There is a wide gap between what customers want and what they get
356
Which of the following is not a way that consumers expect to access a firm for customer service and support issues?
a. Contacting a telephone call center
b. Contacting the business by e-mail
c. Reading the product manual
c. Reading the product manual
ANS: C REF: p. 357
________ represents the final stage in the evolution of customer services practices within an enterprise.
a. Moving some customer service activities to the web
b. Anticipating and delivering service and support before the customer recognizes the need
c. Providing live customer service
b. Anticipating and delivering service and support before the customer recognizes the need
358
________ is the most expensive of the customer service techniques listed below.
a. A telephone call handled by a live service rep
b. An email handled by a live service rep
c. Live chat on the web
a. A telephone call handled by a live service rep
359
Consumers prefer self service when:
a. it has nothing to do with technology.
b. when it works properly to meet their needs.
c. when there are no other reasonable alternatives.
b. when it works properly to meet their needs.
360
Which of the following is a true statement about customer service at Eddie Bauer?
a. It is successful because of ties to its retail stores.
b. Customer service was a principle espoused by the original founder.
c. There was a successful customer service initiative when it first built its website.
b. Customer service was a principle espoused by the original founder.
361
________ is not an acceptable part of a process for delivering exceptional customer service.
a. Resolving the customer’s issue in a timely fashion
b. Assuring the customer that the problem is being resolved
c. Locating and assigning blame for the problem
c. Locating and assigning blame for the problem
ANS: C REF: p. 362
Benefits of online provision of service in applications such as government agencies include:
a. being able to focus on customers with difficult problems.
b. reducing the volume of calls and emails.
c. both of the above.
a. being able to focus on customers with difficult problems.
b. reducing the volume of calls and emails.
c. both of the above.
ANS: C REF: p. 364
Themes that recur frequently in the discussion of customer service include:
a. the high cost of exceptional customer care.
b. the need to invest time and resources in providing good customer care.
c. the recognition that quality management concepts are ineffective in the area of customer service.
b. the need to invest time and resources in providing good customer care.
364-365
Steps in developing a strategic customer care program include:
a. segmentation analysis of the customer base.
b. outsourcing parts of the customer care program.
c. moving to service delivered entirely by human agents.
a. segmentation analysis of the customer base.365
________ is one web-based technology for delivering customer service.
a. Integrated back-end systems
b. Access via mobile devices
c. Landing pages
b. Access via mobile devices
366
