Customer Experience Strategy Flashcards
In many cases, _________ now control the relationship they have with brands which represent a shift for marketing from company sales cycles to customer buying cycles.
Management
Employees
Customers
Executives
Customers
Which of the following questions is related to the Net Promoter System for continuous improvement?
Which handful of actions will generate the most impact with our target customers?
When we put ourselves in the customer’s shoes, how do we like it?
What do we want to stand for in the eyes of our customers?
How can we use customer feedback to promote employees’ learning and behavior changes?
How can we use customer feedback to promote employees’ learning and behavior changes?
Most organizations believe that the biggest barrier to change is not a lack of resources, but which of the following?
Getting their people to see their service from the obvious point-of-view
Getting their people to see their service from the staff point-of-view
Getting their people to see their service from the bottom view
Getting their people to see their service from the customer’s point-of-view
Getting their people to see their service from the customer’s point-of-view
As a result of experience training, a staff will be more engaged and able to see things from which of the following points of view?
Manager’s point of view
Staff’s point of view
Customer’s point of view
Public’s point of view
Customer’s point of view
Which of the following defines a branded customer experience?
Designed experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.
Designed experience that is intentionally differentiated from other brands but with inconsistent delivery across a few customer channels in a way that adds value to the core customer proposition.
Random experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.
Designed experience that is unintentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.
Designed experience that is intentionally differentiated from other brands with consistent delivery across all customer channels in a way that adds value to the core customer proposition.
Improving customer experience has broader business and financial implications for the organization with a range of improvements in which of the following?
Cost and efficiency
Cost and overhead
Cost and purchasing
Cost hardship
Cost and efficiency
Which of the following is an example of Using Maps to Drive Prioritization?
Bring definition and detailed focus to the customer portrait, and in a dynamic landscape of constant customer influence
Keep in mind the multi-dimensional nature of a customer journey and assigning a ‘weight’ to the impact of each step of the organization’s success; prioritize by weight
Direct an organization’s specific environment, shaping the behavior of those working within it
Document and illustrate employees processes, needs, and perceptions.
Keep in mind the multi-dimensional nature of a customer journey and assigning a ‘weight’ to the impact of each step of the organization’s success; prioritize by weight
Which of the following customer experience components should help guide decision making and prioritization across an organization?
Customer experience strategy
Customer insight
Voice of the Customer research
All the above
All the above
Apart from the direct negative effect, abusive behavior can have on the customer experience, which of the following is NOT a result of such negative behavior?
Lowering company cost
Damaging company property
Lowering employee morale
Increasing employee turnover
Lowering company cost
Which of the following is the shared vision between employees and partners of an organization?
Customer experience index
Customer satisfaction index
Customer experience strategy
Customer satisfaction strategy
Customer experience strategy
Consistent delivery of outstanding customer experience is most effectively achieved when the company takes a/an _______________ approach.
Holistic
Accelerated
Targeted
Agile
Holistic
The shared vision of a customer experience strategy between employees and partners of an organization must be which of the following?
Indexed
Aligned
Consistent
Compartmentalized
Aligned
Understanding of problems customers may not realize they have or may not be able to describe is a component of which of the following characteristics of effective customer experience?
Deliver innovative solutions to customers’ problems
Earn and carefully protect the customers’ trust
Go beyond what’s called for
Balance value delivered and balance captured - on both sides
Deliver innovative solutions to customers’ problems
To demonstrate the linkage between investments that have to be made and the return on those investments that are expected the methods can include which of the following?
Correlation analysis
Transaction analysis
Path analysis
All the above
All the above
Which of the following is the most accurate statement?
Customers are the people who have purchased your goods or services.
Customers are the people who have purchased your goods or services, and those who intend to buy your goods/services.
Customers are the people who have purchased your goods or services or those who intend to buy your goods/services but not both
Customers are those who intend to purchase your goods or services.
Customers are the people who have purchased your goods or services, and those who intend to buy your goods/services.
Which of the following defines experience positioning?
A set of differentiated customer outcomes and the extended experience the customer will have for each of the most important customer situations.
Imprecise statements of the essence of the experience
Make experiences dynamic, describe the evolution of particular types of customer relationships over time.
All the above
Imprecise statements of the essence of the experience
Which of the following is an example of Customer Lifecycle Mapping?
End-to-end customer experience map
Compelling mission and vision statement established to focus on delivering lasting value to the company
Critical insights into the company’s existing and target customer base
conducted to identify key threats and opportunities
End-to-end customer experience map
The customer experience is the internal and subjective response customers have to any direct or indirect contact with which of the following?
The company
The advertisement
The corporation
The consumer
The company
Direct contact generally occurs in the course of the purchase, use, and service and is usually initiated by which of the following?
The management
The marketer
The manufacturer
The customer
The customer
All the following summarize best practices and reflect tried and tested approaches that are used to guide CX strategy development and initiatives in organizations EXCEPT:
Reasonable: The employees cannot be burdened with expectations.
Adaptive: Strategy must be adaptive because the business environment changes.
Resources: A good strategy galvanizes the resources needed to execute the strategy.
Sustainable: It must be sustainable over time and increase customer lifetime value.
Reasonable: The employees cannot be burdened with expectations.
For the customer, service means their ______________, as seen by them, as discussed with friends and as felt when they interact with people and/or technology within the organization.
Experience
Savings
Perspective
Loyalty
Experience
Which of the following pillars of customer experience excellence is directed at achieving an understanding of the customer’s circumstances to drive rapport?
Expectations
Time and Effort
Personalization
Empathy
Empathy
One of the key drivers for growth is the value created by which of the following?
Employees
Real Estate
Pricing
Services
Employees
Which of the following is the collection of values, objectives, perceptions, and assets from which the company identity and strategy is built?
Brand
Service interface
Customer experience
Marketing
Brand
To facilitate the strategy development with the cross-functional team looking outside-in allows you to place the customer at which of the following levels?
Above board
At center stage
At value placement
Below-cost line
At center stage
“A strategy is simply a plan of action to meet the stated objectives ”. In defining a mobile strategy in order to achieve customer convenience, a firm must address all the following questions EXCEPT:
What part of our customer base do we want to reach with a mobile offering?
Which of our services should be included in our mobile offering?
How much will we invest and in what kind of mobile offering?
All the above
All the above
Researchers have shown which of the following are strong predictors of future satisfaction scores?
Current probability scores
Current reality scores
Current processing scores
Current satisfaction scores
Current satisfaction scores
What is the first step that should be taken when developing a branded customer experience?
Learn customer expectations by conducting focus groups and/or surveys
Observe employee-customer interactions to determine existing trouble spots
Obtain a clear understanding of the vision of the company by conducting executive interviews
Have employees role-play being customers so that they can get an outside-in view of the company.
Obtain a clear understanding of the vision of the company by conducting executive interviews
Which of the following best explains the role of marketing for an organization?
It delivers to customers
It tells the story
It sets the stage
It is interchangeable
It tells the story
Which of the following pillars of customer experience excellence is directed at turning a poor experience into a great one?
Empathy
Personalization
Integrity
Resolution
Resolution
Which of the following involves attracting similar customers and managing the service environment to foster customer-to-customer interactions that enhance customer satisfaction?
Customer management
Experience management
Compatibility management
Behavior management
Compatibility management
The experience stage of the improvement “road map” is related to which of the following?
Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping
Create small high-powered teams, high-level advisory group
Differentiate the company, provide quite a different experience than that of the competition
Articulate the nature of the customer experience, included the emotions that the organizations agree they wanted their customers to feel
Articulate the nature of the customer experience, included the emotions that the organizations agree they wanted their customers to feel
What does customer experience do for a company?
Delivers to customers based on customer wants and needs
Sets the stage
Tells the story
Guarantees profitability
Delivers to customers based on customer wants and needs
Which of the following perspectives must be considered when related to a service?
The service provided from the operation’s point-of-view
The service received from the customer’s point-of-view
The service given from an employee’s point-of-view
Both A and B
Both A and B
Which of the following customer experience components should align strategy with the organization’s brand attributes?
Customer experience strategy
Customer Centric Culture
VOC, customer insight, and understanding
Measurement, metrics, and ROI
Customer experience strategy
A Chief Customer Officer with _______ authority can examine and drive improvements in any process at any customer touchpoint to improve the overall customer experience.
Retention
Acquisition
Process
Line
Process
The relationship between brand, customer experience, and marketing is a hierarchy that…
Starts with a brand strategy tied to corporate business goals.
Flows from brand strategy to customer experience.
Puts customer experience ahead of customer-facing operations, including marketing.
All the above
All the above
Which of the following are elements that are outside of a retailer’s control?
Influence of others
Service
Retail atmosphere
Assortment of product
Influence of others
Companies with good customer experience generally also have which of the following?
Difficult job role
Difficult management
Better advertising
Better employee morale
Better employee morale
Which of the following is MOST important when establishing a “Customer Insights” team?
Buy-in from stakeholders and team members
Closed access to data
Meeting revenue targets
Tasks divided into territories
Buy-in from stakeholders and team members
The adoption of an ethical business perspective and practices attract customers, make employees want to stay with the company and also creates which of the following?
Lower prices
Higher costs
Community Lifetime Value
None of the above
Community Lifetime Value
Which of the following is most related to the CCO (Chief Customer Officer) goal for driving profitable customer behavior?
Accountability and ownership of all levels, prioritize customer initiatives
Define customer portfolios
Focus on initiatives such as customer retention, loyalty, satisfaction, and improving the customer experience
None of the above
Focus on initiatives such as customer retention, loyalty, satisfaction, and improving the customer experience
When CX professionals lack a clear customer experience strategy and vision for their organization, which of the following may result?
They open themselves up to vague interpretation.
They don’t provide sufficient direction to employees.
They avoid accountability for their CX efforts.
All the above
All the above
Where should you focus the bulk of your efforts when serving customers?
Emphasize increasing the loyalty of the most valuable customers and those who are likely to become valuable.
Treat all customers equally; don’t focus on one group in particular.
Focus on your newest customers; once they are “hooked”, shift your attention to even newer clients.
Concentrate on pleasing customers who seem indifferent or are displeased with your service, and win them over at any cost.
Emphasize increasing the loyalty of the most valuable customers and those who are likely to become valuable.
One of the critical drivers for growth is the value created by which of the following?
Employees
Customers
Pricing
Services
Employees
All the following recommendations could be adopted by a small group of people wanting to improve the customer experiences of an organization EXCEPT:
Seek potential collaborators
Don’t consider where to located the customer experience unit within the organization
Learn the tactics and techniques of user-centered design, personas, and structured observation
Listen to the voice of the customer, wherever you can find it
Don’t consider where to located the customer experience unit within the organization
Which of the following is the perception your customers have of their interactions with your company?
Profitability and Sustainability
Product servicing
Customer experience
Marketing
Customer experience
Which of the following ensures that a company’s brand messaging sets the expectations for the experience and provides the foundation for a CX strategy that delivers on those promises?
Specify target customers
Describe the desired emotional response
Articulate unique value
Spell out alignment with brand values
Spell out alignment with brand values
Which of the following is a true statement?
Customer experience is the same as customer satisfaction
Customer experience is offering low prices to satisfied customers
Customer experience is not the same as customer satisfaction
Customer experience is offering low prices to dissatisfied customers
Customer experience is not the same as customer satisfaction
The undertake customer research stage of the improvement “road map” is related to which of the following?
Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping
Create small high-powered teams, high-level advisory group
Differentiate the company, provide quite a different experience than that of the competition
Articulated the nature of the customer experience, included the emotions that the organizations agreed they wanted their customers to feel
Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping
Which of the following can be described as a multichannel customer?
A customer who is always on the internet
A customer who can be reached at any time
A customer who communicates on a mobile as well as on a desktop
A customer who has multiple channels of income and can potentially make expensive purchases
A customer who communicates on a mobile as well as on a desktop
Which of the following questions is related to customer experience redesign?
Which handful of actions will generate the most impact with our target customers?
When we put ourselves in the customer’s shoes, what aspects of the experience need to change?
What do we want to stand for in the eyes of our customers?
How can we use customer feedback to promote employees’ learning and behavior changes?
When we put ourselves in the customer’s shoes, what aspects of the experience need to change?
Which of the following must an organization have in place before making decisions about how to interact with customers?
A pricing program
An evaluation system
Customer feedback options
A strategy
A strategy
Which of the following questions is related to the brand promise?
Which handful of actions will generate the most impact with our target customers?
When we put ourselves in the customer’s shoes, what aspects of the experience need to change?
What do we want to stand for in the eyes of our customers?
How can we use customer feedback to promote employees’ learning and behavior changes?
What do we want to stand for in the eyes of our customers?
A customer’s experience is impacted by which of the following?
The social environment
An eco-friendly environment
An upscale environment
A crowded environment
The social environment
Which of the following is at the center of companies that have a development focus?
Engineers and developers
Brand
Sales
Service
Engineers and developers
Which of the following must be the primary objective of a company?
Customer Satisfaction
Customer Effort
Profitability and Sustainability
Customer Experience
Profitability and Sustainability
A good customer experience is also believed to create which of the following?
Competitive disadvantage
Competitive drive
Competitive desire
Competitive advantage
Competitive advantage
Addressing customers’ physical, intellectual, emotional, and spiritual needs is a component of which of the following characteristics of effective customer experience?
Engage the “whole person”
Build authentic relationships with the customer
Tell a compelling story
Be flexible yet consistent
Engage the “whole person”
Research has concluded that for many customers which most allows the customer to feel more engaged with the company?
A physical experience
A mental experience
An emotional experience
A neutral experience
An emotional experience
The objective setting stage of the improvement “road map” is related to achieving which of the following?
Gather data from customers, hold customer forums and interviews, and undertake journey (touch point) mapping
Create small high-powered teams, high-level advisory group
Differentiate the company, provide quite a different experience than that of the competition
Articulate the nature of the customer experience, include the emotions that the organizations agreed they wanted their customers to feel
Differentiate the company, provide quite a different experience than that of the competition
Which of the following is an aspect of managing with a Development-Focus?
Designers, product managers, and marketers look to user goals as the main driver of both product development and marketing
Win = meeting quarterly revenue targets
Performance is measured by new products/features launched
Marketers and managers lean on industry experience and market research
Performance is measured by new products/features launched
Which of the following is an example of Competitive Assessment?
End-to-end customer experience, internal company processes, and capabilities mapped
Compelling mission and vision statement established to focus on delivering lasting value to the company
Insights into the company’s existing and target customer base in terms of needs and wants
Assessment that identifies key threats and opportunities
Assessment that identifies key threats and opportunities
Helping customers understand where you come from, what you stand for, and what makes you special is a component of which of the following characteristics of effective customer experience?
Engage the “whole person”
Build authentic relationships with the customer
Tell a compelling story
Be flexible yet consistent
Tell a compelling story
Which of the following characteristics may define a successful CCO (Chief Customer Officer)?
Wide experience in organizational functions.
Wide respect throughout the organization.
Powerful Communication Skills
All the above
All the above
Meeting customer expectations should be the cornerstone for which of the following?
A relationship/building strategy
Trust
Both A and B
Neither A or B
Both A and B
What is needed to create an employee experience that reinforces the desired customer experience?
Make sure that the work is enjoyable and fulfilling
Train employees thoroughly to enable them to deliver the desired customer experience
Develop a clearly defined employee brand and an attractive culture
All the above
All the above
Which of the following is most likely to be the influencer in customer experience adoption?
Chief Information Officer
Chief Financial Officer
Chief Executive Officer
Chief Marketing Officer
Chief Marketing Officer
A fledgling customer experience team that wants to make some improvements could devise a number of practical and achievable tactics. All the following tactics are useful EXCEPT:
Bypassing executive support
Completing structured observation
Directly interacting with customers
Completing highly inclusive structured exercises
Bypassing executive support
All the following include a mobile app’s needs EXCEPT:
Intuitive
Space Constraint
Real - Time
Relevant Information
Space Constraint
To move mobile from “someday” to “must-do” is a priority for a company which intends to introduce mobile strategies to its customers. To achieve this, those charged with implementing this priority must perform all the following EXCEPT:
Setting mobile governance standards
Organizing an external forum for mobile re-collaboration
Defining and building out the enterprise technology architecture for mobile
Prioritizing and helping fund mobile solutions
Organizing an external forum for mobile re-collaboration
Which of the following statements is true?
It is impossible to have an outstanding customer experience without having an outstanding employee experience.
It is possible to have an outstanding customer experience without having an outstanding employee experience.
It is impossible to have an outstanding customer experience and have an outstanding employee experience.
None of the above
It is impossible to have an outstanding customer experience without having an outstanding employee experience.
Occasionally, customers may destroy the experience of other customers in their attempt to sabotage the company. The term for this type of behavior is which of the following?
Jaycustomer behavior
Deviant customer behavior
Aberrant customer behavior
All the above
All the above
It is often the customer experience generated by which of the following that makes the customer feel that they come first?
Employees
Brand
Environment
Marketing
Employees
Which of the following is NOT a tool that could be used to improve the customer experience?
Focus groups
Service transaction analysis
Environmental differences
Process mapping
Environmental differences
Including things that go beyond the boundaries of what customers think you do that may surprise the customer is a component of which of the following characteristics of effective customer experience?
Delight the customer by delivering innovative solutions to customers’ problems
Earn and carefully protect the customers’ trust
Balance value captured
Balance value delivered
Delight the customer by delivering innovative solutions to customers’ problems
Which of the following may influence the overall customer experience?
Customer brand perception and prior experiences with that brand
Customer brand awareness
Customer brand change
Customer brand placement
Customer brand perception and prior experiences with that brand
The greatest outcome of customer experience strategies is an increased understanding of a business from which of the following points of view?
Management’s point of view
Customer’s point of view
Staff’s point of view
Public’s point of view
Customer’s point of view
Develop and pilot stage of the improvement “road map” is related to which of the following?
Collect ideas to deal with the issues the managers and staff identified and then help them test them out in their own areas/departments and obtain feedback from staff and customers
Revise training plans to take account of the changes but more importantly to change to customer-based measures to reflect the new customer focus, and then align measures and reward systems to support them
Identify areas for change, assigning priorities (with senior managers) and also agree how the projects and work streams would be managed
Help staff/providers understand the experience they were delivering, and their customers were actually receiving, and then involve them in finding ways to improve those experiences
Collect ideas to deal with the issues the managers and staff identified and then help them test them out in their own areas/departments and obtain feedback from staff and customers
Before you start developing a Customer Experience (CX) Strategy, which of the following is an effective first step?
The CX lead should uncover how the brand is currently experienced by customers and what the organization’s vision is for the future.
Perform a situational analysis using qualitative and quantitative research.
Restructure operations to align with a successful CX strategy.
Identify barriers in reaching CX objectives and define how CX strategy will accomplish objectives.
The CX lead should uncover how the brand is currently experienced by customers and what the organization’s vision is for the future.
There are six pillars of customer experience excellence. Which of the following pillars has the strongest impact on customer loyalty and advocacy?
Integrity
Expectations
Resolution
Personalization
Personalization
For CX to provide sustainable benefits, companies need to prioritize investments that will make the biggest difference to their bottom line. To maximize long-term success, CX pros should do which of the following?
Specify relevant business goals.
Define metrics to benchmark progress.
Both A and B
Neither A or B
Both A and B
Which of the following is developed to ensure that all strategies are in alignment?
Consumer data projections
Cost analysis
Mission statement
Market research
Mission statement
Which of the following exert tremendous influence over the conditions for an outstanding customer experience, especially the organization’s fundamental commitment to the customer and behavioral norms when interacting with them?
Employee leaders
Service leaders
Service leaders
Executive leaders
Executive leaders
A strong brand can enable a firm to command which of the following?
Product placement
Price premiums
Poor service
Poor perception
Price premiums
All the following are roles a CMO will play EXCEPT:
The leader of both customer experience and marketing
A peer to the chief customer officer
An evaluator of new technologies
An executive member of an organization-wide customer experience team
An evaluator of new technologies
All the following are fundamental questions of a Meta-Strategy Map EXCEPT
Is the Experience positive?
Are Customer’s Expectations met?
Are the offerings congruent with Ethical principles?
Are the Employees rewarded for their skills?
Are the Employees rewarded for their skills?
Revising training plans and customer-based measures reflect which of the following?
Customer time
Customer hopes
Customer focus
Customer challenges
Customer focus
Which of the following is NOT a strategic platform or theme to address customer pain points?
Identify fraudulent claim accusations
Transform into a customer-centric organization
Facilitate transition across channels
Personalize and simplify a complex ecosystem
Identify fraudulent claim accusations
Prioritize areas for the development stage of the improvement “road map” is related to which of the following?
Encourage and collected ideas to deal with the issues the managers and staff identified and then helped them test them out in their own areas/departments and obtain feedback from staff and customers
Revise training plans to take account of the changes but more importantly to change to customer-based measures to reflect the new customer focus, and then align measures and reward systems to support them
Identify areas for change, assigning priorities (with senior managers) and also agreeing how the projects and work streams would be managed
Help staff/providers understand the experience they were delivering, and their customers were actually receiving, and then involve them in finding ways to improve those experiences
Identify areas for change, assigning priorities (with senior managers) and also agreeing how the projects and work streams would be managed
Which of the following emotional factors are determined to be the most important in determining the customer experience?
Assurance
Care
Value
Trust
Trust
The best practices in driving business success through customer intelligence involve putting the customer at the heart of the business. This can be achieved by which of the following?
Capture data from a single source
Manages information intensely to promote continuous improvement
Restructure priorities to reduce costs
Adjusts its process to remove the customer from the core
Restructure priorities to reduce costs
One objective of all customer-focused organizations is to help staff/providers understand which of the following?
The experience they were excluding
The experience they were securing
The experience they were envisioning
The experience they were delivering
The experience they were delivering
In terms of overseeing changes, most organizations take a similar approach and will create which of the following?
Small high-powered and empowered teams
Small intimate teams
Large teams
Corporate teams
Small high-powered and empowered teams
You must focus on influencing behavior, not just improving satisfaction -is a critical reality of corporate success related to which of the following?
The only way customer experience investments payoff is if customers actually do something different.
Understanding customer frustration points
Align market communications, service processes, and management practices and information systems to deliver the intended experience.
Think broadly about your business and challenge its implicit rules and assumptions.
The only way customer experience investments payoff is if customers actually do something different.
All the following are positive outcomes for a perfect online account experience EXCEPT:
Increased revenue
Reduced abandonment
Cost reduction from paper handling
Ability to break
Ability to break
Which of the following will ensure a shared understanding of who an organization intends to serve?
Specify target customers
Describe the desired emotional response
Articulate unique value
Spell out alignment with brand values
Specify target customers
A firm may need to consider all the following capabilities when evaluating benefits and cost EXCEPT:
Customer readiness
Employee readiness
Firm readiness
Competitor readiness
Competitor readiness
Service always comes with which of the following?
A complaint
A delight
An introduction
A customer experience
A customer experience
Which of the following types of focus for a company can lead to sustained revenue growth?
Customer experience
