Metrics, Measurement & ROI Review Flashcards
Giving your customer-facing employees the agency to make decisions and take action will most likely minimize which of the following?
ROI
Employee turnover
Customer Effort
Cost of doing business
Customer Effort
Which of the following measurements uses a series of questions asking customers to rate their satisfaction with a company from very dissatisfied to very satisfied?
CES (Customer Effort Score)
WoMi (Word of Mouth index)
CSAT (Customer Satisfaction)
NPS (Net Promoter Score)
CSAT (Customer Satisfaction)
Which of the following is suggested for companies wanting to build their own CX ROI Model?
Enlist the CFO
Use existing metrics and be conservative
Create a simple story and organize results
All the above
All the above
A corporate marketing team has decided to launch a grassroots campaign to curb customer attrition. Which of the following is the team most likely to do?
Consult with all the firm’s customers no matter how many there are
Gather input from every part of the business
Earn an audience with every member of staff no matter how time-consuming it may be
Maintain control over the voice of the customer
Gather input from every part of the business
Which of the following do typical business cases rely on for Cost-Benefit Analysis?
Loyalty metrics
Financial metrics
Value metrics
Customer Effort Score
Financial metrics
Which of the following is most popular measurement metric tool for the intended behavior of a customer?
National Customer Survey Score
Customer Experience Index
Net Promoter Score
American Customer Happiness Index
Net Promoter Score
An example of a forward-looking financial metric is which of the following?
NPS (Net Promoter Score)
CSAT (Customer Satisfaction)
CES (Customer Effort Score)
CLV (Customer Lifetime Value)
CLV (Customer Lifetime Value)
Which of the following should be one of the first priorities of a business?
Address inventory control
Maximize efforts to meet customers’ needs prior to interaction
Minimize necessary interactions with Customer Service contacts
Minimize any problems and to avoid the need for customers to contact Customer Service about problems
Maximize efforts to meet customers’ needs prior to interaction
Which of the following statements is true?
Increases in customer retention and acquisition are the result of successful marketing strategies.
Firms need to be careful not to make decisions about customer acquisition and customer retention in isolation.
Both a and b
Neither a nor b
Both a and b
Which of the following statements is mostly true?
The evaluation of service quality is distinct from the assessment of experience quality.
The evaluation of service quality is the same as the assessment of experience quality.
The evaluation of service quality is comparable to the assessment of experience quality.
The evaluation of service quality is unrelated to the assessment of experience quality.
The evaluation of service quality is distinct from the assessment of experience quality.
Which of the following is the best way to increase retention of a company?
Customer loyalty
Low prices
Customer service
Variety of touchpoints
Customer loyalty
Adopting an effective measurement practice will allow a company to understand which of the following about a good or bad experience?
Goals
Costs
Drivers
Ideas
Drivers
All the following are measured by a descriptive, qualitative metric EXCEPT:
Likelihood to recommend
Call and email volume
Average call time
Website visits
Likelihood to recommend
The first step for companies to build an explicit link to value begins with which of the following steps?
Link what customers say to what they do.
Analyze the historical performance of real customer cohorts.
Look at the trend to take a forward-looking view.
Develop a hypothesis about customer outcomes that matter.
Develop a hypothesis about customer outcomes that matter.
Purchase intent, churn, and word of mouth are examples of which of the following?
Common loyalty metrics used mainly in retail businesses.
Common loyalty metrics used in business today.
Common loyalty metrics which remain unquestioned.
Common loyalty metrics used too often in business today.
Common loyalty metrics used in business today.
Organizations can further reap the benefits of a customer-centric survey program model by doing some or all the following EXCEPT:
Structure the survey to match the interaction
Do not let customers see the feedback others provide causing unneeded influence
Communicate how feedback is being used
Let customers track follow-up activities
Do not let customers see the feedback others provide causing unneeded influence
Which of the following determines the real causes of your customer experience problems?
Emotion metrics
Emotion analysis
Cause metrics
Root cause analysis
Root cause analysis
Which of the following is not a company’s touch-point?
Employees and channels
Systems
Products and services
Customer perceptions
Customer perceptions
Which of the following defines referral economics?
Value of individual purchase behaviors – how much a customer spends with the company over a given period
The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth
Both a and b
Neither a nor b
The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth
Collecting feedback from agents is good advice for which of the following best practices?
Align the organization for success
Design a framework for customer knowledge management
Continually improve customer knowledge management practices
Focus on the agent experience
Continually improve customer knowledge management practices
Which statement best summarizes what market researchers must do related to customer experience?
Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.
Market Researchers need to measure customer experience only before service encounter(s) and account for both direct and indirect contacts and peer influences.
Market Researchers need to measure customer experience only after the service encounter(s) and account for both direct and indirect contacts and peer influences.
Market Researchers need to measure customer experience before and after the service encounter(s) but not account for indirect contacts and peer influences.
Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.
Relying on complex predictive models if business rules are sufficient is a best practice for:
Aligning key business imperatives
Delivering next best actions through priority interaction channels
Using trustworthy data to inform next best actions
Driving next best actions with advanced analytics and rules
Driving next best actions with advanced analytics and rules
Which of the following strategies is useful for in-depth follow-ups and engagement?
Always follow-up personally with every single person who submits an NPS survey
Send prepared responses to those who respond to an NPS survey
Respond only to NPS surveys with scores of seven or below
Respond only to NPS surveys with scores of nine or ten
Always follow-up personally with every single person who submits an NPS survey
Which of the following is transforming relationship marketing from its initial database orientation into collaborative relationships with customers?
Better consumers
The Internet
Lower profit margins
Greater demand for products
The Internet
Find the correct Net Promoter Score using the given raw data: Detractors = 130, Passives = 120, Promoters =250
26
50
120
24
26
Which of the following core constructs includes the degree to which the company offered caring, individualized attention?
Tangibles
Reliability
Responsiveness
Empathy
Empathy
Which of the following is an example of a customer feedback channel?
Focus groups
Data from inbound customer letters, phone calls and emails
Feedback that is posted openly on social media websites, blogs and review sites
All the above
All the above
Adopting an effective measurement practice will allow a company to know with certainty how your customer felt about which of the following?
The interaction with the employee
The experiences provided
Their thoughts about returning
All the above
All the above
Which of the following is the most useful measuring tool after customer service interactions, website visits, online checkouts, and purchases or sales interactions?
Net Promoter Score (NPS)
Customer Effort Score (CES)
Customer Satisfaction Score (CSAT)
Customer Lifetime Value (CLV)
Customer Effort Score (CES)
Observations, case studies, and surveys are included as methods for which of the following types of research?
Descriptive
Correlational
Explanatory
Systemic
Descriptive
Which of the following types of research is related to the what, when, where and who?
Descriptive
Correlational
Explanatory
Systemic
Descriptive
Creating loyalty, driving advocacy, and increasing the share of wallet is a part of which of the following business outcomes?
Loyalty
Acquisition
Efficiency
Retention & Growth
Retention & Growth
All the following could be responsible for the poor performance of a business EXCEPT:
Business model
Management priorities
Customers
Auditing
Auditing
Which of the following best defines first response time?
The average amount of time it takes for a customer to get an initial response to their support issue.
The average amount of time it takes to resolve a customer support interaction from start to finish.
The time spent interacting with customers on calls, email, chat or anything else—as well as the time between interactions.
None of the above
The average amount of time it takes for a customer to get an initial response to their support issue.
The standard NPS scale does NOT include which of the following categories?
“Passives”
“Detractors”
“Promotors”
“No Answer”
“No Answer”
To grow a store’s customer base, the retailer needs information about which of the following?
Spending habits of current consumers
Consumers who are shopping at competitors’ stores
Consumers who are not currently shopping at its store
Both B and C
Consumers who are not currently shopping at its store
To utilize metrics and measurements and to communicate them across organizations and provide visibility across different functions to allow users to find and see the root causes of pain points, which of the following can be developed?
Blogs
Dashboards
Communication tools
Applications
Communication tools
Which of the following do you first need to understand to choose which customer experiences you want to measure?
The employees’ roles in the customer experience.
The perceptions of discrete, end-to-end customer journeys.
The big picture, or broad view of the overall customer experience over time.
The customers’ views related to the brand.
The big picture, or broad view of the overall customer experience over time.
Which of the following includes social media listening and analytics capabilities?
Customer experience strategy and design
Customer experience information management
Customer experience insights
Customer experience delivery
Customer experience insights
Which of the following is an example of social experience?
Satisfaction that attached to a brand, degree of experiencing critical incidents, invest more in their relationships than other customers
The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media
Sensation or knowledge acquisition resulting from some level of interaction with different elements of a context created by the service provider
Perceptions about the shopping carts
The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media
Which of the following statements best defines an experience-audit?
A tool that is used to systematically investigate the present experiences of the customers and to elucidate the emotional responses of customers toward any clue.
Considers what is right and wrong about the experience your customers have with you – not just in rational and functional terms but also in emotional terms.
Both a and b
Neither a nor b
Both a and b
Which of the following may occur if a customer is engaged with a brand?
They are likely to enjoy the interaction with the company.
They may participate in the design of products and services.
They may contribute to the products and services offered.
All the above
All the above
Promoters, passives, detractors; the perception of organization over time; and comparisons between organizations are elements of which CX metric?
ASCI (American Customer Satisfaction Index)
NPS (Net Promoter Score)
WoMi (Word of Mouth index)
CES (Customer Effort Score)
NPS (Net Promoter Score)
A customer experience scorecard is a process that links metrics together and can be a strategic tool which focuses the organization on which of the following?
Loyalty
Satisfaction
Advocacy
Customer value creation
Customer value creation
What statement best describes the use of self-service channels for customers?
They are stagnant
They are decreasing
They are increasing
None of the above
They are increasing
“Did it meet needs?”, “Was it easy?”, and “Did they enjoy it?”, are all questions related to a customer’s experience that will measure which of the following?
Loyalty
Perceptions
Ideas
Feedback
Perceptions
Which of the following types of research deals with everything that can be counted and studied which has an impact on the experience of customers?
Descriptive
Correlational
Explanatory
Systemic
Descriptive
All the following are the results of an effective measurement program for a company EXCEPT:
Capture what happened during a customer interaction
Discover the cost of doing business with another company
Discover whether the customer is willing to recommend
Discover how the customer felt about an interaction
Discover the cost of doing business with another company
Which of the following includes alignment of incentives to customer experience performances?
Customer experience strategy and design
Customer experience information management
Customer experience insights
Customer experience delivery
Customer experience strategy and design
Courtesy, empathy, rapport, warmth, and trust are examples of which of the following?
Emotional elements that are an important part of the experience at many customer touchpoints
Expected characteristics of a company’s employees
Rational needs of a customer that must be fully appreciated and addressed
None of the above
Emotional elements that are an important part of the experience at many customer touchpoints
Customer calling to resolve billing issues is a customer experience that would be measured by which of the following metrics?
Perception metrics
Outcome metrics
Price metrics
Descriptive metrics such as customer effort score
Descriptive metrics such as customer effort score
When creating a customer experience measurement framework, which of the following is the first step?
Choosing the customer experiences to measure
Choosing customers to follow
Choosing employees to shadow
Choosing a plan that is least costly
Choosing the customer experiences to measure
Which of the following helps to develop tactical KPIs (Key Performance Indicators)?
NPS
CSAT
SERVQUAL
CES
SERVQUAL
Measurement informs decisions, and metrics are most valuable when used for which of the following reasons?
Identify and fix customer problems
Train employees in CX strategies
Lessen staff turnover
Increase brand loyalty
Identify and fix customer problems
Which of the following statements is true regarding the CES (Customer Effort Score)?
It tends to only apply to the whole customer experience and not to customer interactions.
It tends to only apply to customer interactions and not to the whole customer experience.
It tends to apply to both customer interactions and the whole customer experience but does not allow for changes.
It tends to apply to both customer interactions and the whole customer experience but does not allow for specific conclusions to be made.
It tends to only apply to customer interactions and not to the whole customer experience.
Drive all Customer Relationship Management initiatives from a common repository of decision logic is good advice for which of the following best practices for customer relationship management?
Aligning CRM next best actions with key business imperatives
Delivering next best actions through priority interaction channels
Using trustworthy data to inform next best actions
Driving next best actions with advanced analytics and rules
Driving next best actions with advanced analytics and rules
Measurement can do which of the following?
Set customer benchmarks for a successful relationship
Define key performance indicators for customers and business
Provide strategic level information and detailed information for operations at the granular level
All the above
All the above
Which of the following best describes an effective current customer experience measurement program?
It must be simplified as much as possible, seeking information about revenue and profit growth.
It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth.
A massive amount of data needs to be collected to discover the ties between revenue and profitability growth.
Human behavior must be captured using only one metric such as the NPS (Net Promoter Score) or the CSAT (customer satisfaction).
It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth.
Being on hold for five minutes is a customer experience that would be measured by which of the following metrics?
Perception metrics
Outcome metrics
Price metrics
Descriptive metrics
Descriptive metrics
Metrics and measurement focus on the mechanics of measuring the customer experience to ensure your organization is which of the following?
Reasonably competitive
Attain brand awareness
Somewhat Profitable
Customer-centric
Customer-centric
“Did not purchase from the store again.” is a customer experience that would be measured by which of the following metrics?
Descriptive metrics
Outcome metrics
Price metrics
Perception metrics
Outcome metrics
The higher the Customer Experience score means which is most likely?
The higher number of number which will defect
The lower number of customers who intend to defect
No change in the number of customers who defect
The change depends on the industry
The lower number of customers who intend to defect
Which of the following is ensured as a focus on customer effort at each customer touchpoint?
There is effective and efficient delivery across the entire customer journey
Resource allocation is appropriately balanced in efforts
Both a and b
None of the above
Both a and b
All the following are different features customer experience includes EXCEPT:
Need to be worth remembering
Negative elements which can divert customers’ attention from the experience
Experiences need to appeal to as few senses as possible as not to overwhelm the customer
Every experience is personal
Experiences need to appeal to as few senses as possible as not to overwhelm the customer
Which of the following explains the increase in the number of available marketing metrics?
Increases in database technology
Advent of new channels of distribution for products and services
Identification of new drivers of customer and firm value
All the above
All the above
All the following are measured by an outcome metric EXCEPT:
Call resolution rate
Likelihood to recommend
Likelihood to purchase
Likelihood to switch to a competitor
Call resolution rate
Which of the following results indicates how customer experience affects loyalty?
It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty.
There is little correlation with repurchase but affects many aspects of loyalty.
It correlates with repurchasing but does not affect many aspects of loyalty.
There is no correlation between CX, repurchasing or aspects of loyalty.
It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty.
In the last quarter, ABC Widgets started with 10,000 customers and during the same quarter they lost 250 customers. Which of the following is ABC Widgets’ churn rate?
- 50%
- 50%
40%
Not enough information to determine the rate
2.50%
Contemporary retailing has evolved from being a buying ritual in the exchange process to delivering:
A joyful shopping experience
Satisfied consumers
Higher company profits
Excellent customer service
A joyful shopping experience
For which of the following do respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements?
Descriptive metrics
Outcome metrics
Likert scales
Meta-analysis
Likert scales
Which of the following revenue areas is related to the likelihood to repurchase?
Retention of existing business
Save business after a bad experience
Sell new offerings
Word of mouth
Retention of existing business
All the following are use of Customer Intelligence EXCEPT:
Adapt and evolve
Reduce the amount in TAT (Turn Around Time)
Provide input without monitoring process on output
Assessment of Production Quality
Provide input without monitoring process on output
Which of the following revenue areas is related to the amount of business that comes from new business?
Retain existing business
Save business after a bad experience
Sell new offerings
Word of mouth
Sell new offerings
Common single CX metrics include which of the following?
Net Promoter Score
Word of Mouth Index
Customer Effort Score
All the above
All the above
All the following are measured by a descriptive metric EXCEPT:
Likelihood to recommend
Call and email volume
Average call time
Website visits
Likelihood to recommend
In general, which of the following best states the conclusion of research models?
A customer’s perception of a company is developed because of their interaction across multiple-channels, not through one individual transaction or moment in time.
A positive and effortless customer experience can result in increased customer satisfaction, loyalty, and advocacy.
Both a and b
Neither a nor b
Both a and b
Which of the following is a common thread that runs through all the definitions of “Customer Experience”?
Memorable events
A series of clues
Managing and measuring customer touchpoints
Customer corridor
Managing and measuring customer touchpoints
A department could focus on a set of goals and priorities without any consistent or overarching goal to tie them together. Such management policies would lack which of the following?
Alignment
Focus
Willpower
Direction
Alignment
Which of the following best describes what really matters with respect to the usefulness of the various metrics available to companies?
It is largely dependent on how it is used, and on the extent to which it is embraced within an organization.
The relative cost of the metric when compared to improvements in customer service
The ease of a specific metric and if it can be used efficiently and effectively
The timing of a metric, cost per customer, and the meaningfulness of results
It is largely dependent on how it is used, and on the extent to which it is embraced within an organization.
Which of the following includes overall customer satisfaction and the customers’ satisfaction with specific aspects of the customer experience?
Perception metrics
Descriptive metrics
Outcome metrics
Meta-analysis
Perception metrics
A product manufacturer and its distributor must align themselves digitally to meet customer needs. To accomplish this, the manufacturer could follow all these action plans EXCEPT:
Align the digital strategy to the customer experience lifecycle
Develop actionable use-case scenarios
Validate use cases
Divest itself of products
Divest itself of products
Which of the following explains the main reason for the original use of marketing metrics?
It was to justify marketing spending.
It was due to the desire to measure everything from levels of customer satisfaction to the number of unique clicks to a website.
It was to discover some quantifiable measure of any number of business goals.
It was due to the need to discover firm performance levels.
It was to justify marketing spending.
Which of the following are observable characteristics of customer interactions such as when, where and through what channel customers interacted with the company?
Perception metrics
Descriptive metrics
Outcome metrics
Meta-analysis
Descriptive metrics
All the following must be done by customer experience professionals who need to make the case for improving customer experience EXCEPT:
Invite customer input
Plug actual numbers into a complex, hard to understand model
Include cost savings
Wrap numbers in a compelling story
Plug actual numbers into a complex, hard to understand model
Which of the following allows organizations to quantify customer experience quality in a consistent manner across the enterprise?
Customer-centric culture
Customer experience strategy
Organizational adoption and accountability
Measurement, metrics, and ROI
Measurement, metrics, and ROI
The foundation for the NPS starts with the:
The moment a customer decides to purchase a product or service
The overall factors of the reasons a customer chooses to make a purchase
The very first interaction a customer has with a company and builds with each subsequent encounter
None of the above
The very first interaction a customer has with a company and builds with each subsequent encounter
All the following are important regarding making information data trustworthy for a company EXCEPT:
Questions must target the right customers
They must be the right questions
Only ask questions following a sale
Asking questions at the right time
Only ask questions following a sale
Which of the following strategies will help reduce customer effort?
Predict follow-up questions and address them proactively
Train reps to navigate the emotional side of service
Make self-service easy
Ask your frontline team for feedback
Ask your frontline team for feedback
Which of the following is the calculation for customer churn rate?
Total number of active customers divided by number of customers lost
The number of customers lost subtracted from total active customers divided by total customers
The number of customers lost divided by total number of active customers
The total number of active customers minus lost customers divided by total customers
The number of customers lost divided by total number of active customers
Customer experience, as it is known today, began with which of the following?
Customer service desks in business places
Automated call routing technology for call centers
Clerks helping customers
All the above
All the above
Which of the following statements is true?
Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success.
Positive “word of mouth” spread on the Internet has been shown not to be an important indicator of future success.
Positive “word of mouth” spread on the Internet has been shown to have little impact as an indicator of future success.
None of the above
Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success.
“What did the customer think about the interaction?” is the question answered by which of the following customer experience metric types?
Perception metrics
Outcome metrics
Price metrics
Descriptive metrics
Perception metrics
Promoters, passives, and detractors were the first to become part of which of the following measurement methods?
CES (Customer Effort Score)
NPS (Net Promoter Score)
WoMi (Word of Mouth index)
CSAT (Customer Satisfaction)
NPS (Net Promoter Score)
All the following are strategic KPIs (Key Performance Indicators) EXCEPT:
NPS
CSAT
CES
SERVQUAL
SERVQUAL
Which of the following questions is important to ask for meeting criteria when using NPS or other metrics?
Is the metric sensitive to changes in business performance?
Does it link to meaningful customer and financial outcomes?
Is it actionable at both the frontline and an organizational level?
All the above
All the above
Which of the following core constructs includes the appearance of physical facilities, equipment, and personnel?
Tangibles
Reliability
Responsiveness
Empathy
Tangibles
Adopting an effective measurement practice will allow a company to get actionable insight to the relevant people in which of the following?
The customer experience map
The customer experience system
The customer experience results
The customer experience ecosystem
The customer experience ecosystem
Descriptive metrics for customer experience measurement are most likely captured using which of the following?
Surveys
Text mining
Analytics systems
Surveys and/or analytics
Surveys and/or analytics
Which of the following does customer satisfaction ultimately lead to?
Builds market share profitably, thus improves shareholder value
Improves cash flow
Improves customers’ commitment and relationship to the firm
All the above
All the above
Which of the following best summarizes conclusions related to service setting research?
Elements such as service settings with atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality.
Though many customers are educated they tend are not concerned with excellent products and service quality.
Studies are not significant because of their limitations.
None of the above
Elements such as service settings with atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality.
