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CCXP > VOC, Customer Insight & Understanding Review > Flashcards

VOC, Customer Insight & Understanding Review Flashcards

1
Q

Which of the following voice of the customer best practices BEST represent a company’s preparedness to respond and act on customer feedback?

Close the feedback loop

Know what the feedback says

Open the gates to customer feedback

Take real and deliberate action

A

Take real and deliberate action

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2
Q

Which of the following types of validity is used to tell how well an instrument covers the range of meanings included with a concept that is being measured?

Content validity

Construct validity

Face validity

Criterion-related validity

A

Content validity

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3
Q

What is a critical way to foster a positive employee experience that will, in turn, lead to a positive customer experience?

Stress the idea that abiding by policy is more important than customer satisfaction

Empower the teams on the front lines to make their own decisions

Focus on measures of individual success, not that of the total enterprise

Reward employees who win new customers but not those who nurture and maintain existing ones

A

Empower the teams on the front lines to make their own decisions

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4
Q

Which of the following steps in capturing the voice of the customer is BEST described as determining who the end user of the product or service is?

Capturing customer wants and needs

Customer identification

Organizing the data

Scoping the innovation

A

Customer identification

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5
Q

A voice of the employee program can best be described by which of the following statements?

Program used for employees to submit ideas for improving their workspace.

Program used for employees to submit ideas for improving customer experience.

Program used for customers to submit ideas for improving the experience with employees.

Program used for employees to submit ideas for improving the experience with other employees.

A

Program used for employees to submit ideas for improving customer experience.

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6
Q

Which of the following predominant micro-moments do customers generally look for information on how to use a product or complete a product-related task?

“I Want to Go” Moments

“I Want to Know” Moments

“I Want to Do” Moments

“I Want to Buy” Moments

A

“I Want to Do” Moments

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7
Q

All of the following are activities used to achieve the goal of collecting and analyzing customer voice EXCEPT:

Assess and prioritize customer needs based on their frequency, value, and impact

Assign ownership of stakeholder needs by analysts’ specialization

Develop qualitative and quantitative customer feedback mechanisms

Illustrate the impact of customer perceptions and use of products

A

Illustrate the impact of customer perceptions and use of products

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8
Q

Which of the following departments is MOST critical in joining a voice of the customer study team within a company?

Accounting department

Customer service department

Human resources department

Finance department

A

Customer service department

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9
Q

Which of the following BEST defines “Customer Segment Personas”?

Customer profile information collected during a specific time period

Detailed profile of fictitious customers based on demographic representation of customer group

Detailed profiles of current customers purchasing goods or services from a company

Profile pictures and generic contact information of customers within a clientele database

A

Detailed profile of fictitious customers based on demographic representation of customer group

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10
Q

“Which of the following contexts in moments of truth goes back to CX’s foundational tenet, where the sum total of a customer’s interactions determines how the customer feels about their relationship with the organization?”

Relationship context

Personal context

Real-time situational context

All the above

A

Relationship context

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11
Q

“People power” requires that you also develop metrics for evaluating the use and impact of which of the following?

Specific brand alignment

Specific brand behaviors

Specific brand notices

Specific brand cost

A

Specific brand behaviors

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12
Q

Which of the following types of validity is used when the results from the instrument accurately relates/predicts some kind of external variable?

Content validity

Construct validity

Face validity

Criterion-related validity

A

Criterion-related validity

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13
Q

The majority of customer insights will come from which of the following?

Employees

Customer call teams

Customers

Other sources

A

Customers

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14
Q

The seven stages of the Customer Relationship Lifecycle (CRL) include all the following EXCEPT:

Awareness and Knowledge

Consideration and Selection

Responsibility and Action

Satisfaction and Loyalty

A

Responsibility and Action

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15
Q

Which of the following customer complaint barriers MOSTLY leads to wasting time because of too much reaction to customer complaints?

Dealing with minor complaints

High complaint barriers

Low complaint barriers

Passive attitudes to the voice of the customer

A

Dealing with minor complaints

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16
Q

Which of the following visually illustrate a particular persons’ activities over time?

Journey maps

Personas

Touchpoints

VOC

A

Journey maps

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17
Q

The following are resources necessary to establish a “Customer Insights” team EXCEPT:

Buy-in from stakeholders

Dedicated centralized program manager

Funding for tools, resources, and research

Outsourcing of survey tools and contact processes

A

Outsourcing of survey tools and contact processes

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18
Q

Which of the following central facets from a company’s perspective in a Voice of the Customer program includes encompassing both qualitative and quantitative customer feedback?

Comprehensiveness

Responsibility

Actionability

Accountability

A

Comprehensiveness

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19
Q

Which of the following tools is used during the process of capturing customer wants and needs when determining the voice of the customer?

A boundary diagram

A house of quality

A quality functional deployment

An analytical survey

A

An analytical survey

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20
Q

Which of the following will lay the groundwork for each of the customer experience disciplines?

Voice of the customer and customer understanding

Customer-centric culture

Experience design and improvement

Customer experience strategy

A

Voice of the customer and customer understanding

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21
Q

Which of the following is conducted when market researchers make video recordings of customers not only using products but also completing a range of typical tasks?

Systematic Observations

Contextual interviews

Quantitative research

Personal interviews

A

Systematic Observations

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22
Q

In the customer lifecycle, which of the following stages BEST represents the user’s perception of the brand?

Agree/get

Awareness

Consume

Interact

A

Awareness

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23
Q

Which of the following is defined as how accurate an instrument or survey is at measuring what it is trying to measure?

Reliability

Validity

Integrity

Loyalty

A

Validity

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24
Q

Which of the following are most likely to reach the largest group of customers?

Journey mapping

Surveys

Focus groups

Customer diaries

A

Surveys

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25
Q

Which of the following BEST defines “market opportunity”?

A company meeting customer needs more effectively than the market was meeting those needs before.

A deep understanding of a customer’s needs and behaviors.

An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain.

The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

A

The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

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26
Q

Which of the following must be the focus for the customer journey map?

Customer experience from point to point

Individual customer experiences

General experiences of a customer

The end-to-end experience of a customer

A

The end-to-end experience of a customer

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27
Q

Which of the following predominant micro-moments is your best opportunity to close the sale or swing a consumer to your brand?

“I Want to Go” Moments

“I Want to Know” Moments

“I Want to Do” Moments

“I Want to Buy” Moments

A

“I Want to Buy” Moments

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28
Q

Which of the following may be created for customer journey mapping based on core behavioral patterns?

Touchpoints

VOC program

E-contacts

Personas

A

Personas

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29
Q

Which of the following is an example of the LEAST acceptable path to understanding what a customer wants?

An employee assumes the customer may want more than what they are asking for.

An employee assumes the customer is always right.

An employee handles all customers differently depending on their needs.

An employee assumes to know what a customer wants because the employee would want it as well.

A

An employee assumes to know what a customer wants because the employee would want it as well.

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30
Q

Which of the following BEST identifies this description: “information is used after there is a record of a customer interaction?”

The audience of Customer Relationship Management

The promotion of Customer Relationship Management

The purpose of Customer Relationship Management

The timing of Customer Relationship Management

A

The timing of Customer Relationship Management

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31
Q

Which of the following does a customer journey map plot?

A preview of the course a customer before it begins a relationship with a company.

The pre- and post- reactions to a customer’s relationship with a company.

The entire course of a customer’s relationship with a company.

The journey a customer takes when walking through the front door of a company until exiting.

A

The entire course of a customer’s relationship with a company.

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32
Q

Which of the following have built-in limitations as to the type of insights they can uncover?

Surveys

Focus groups

Customer diaries

Journey mapping

A

Surveys

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33
Q

Which of the following types of reliability is used when different survey questions are compared to see how they produce similar results?

Parallel form

Internal consistency

Test-retest

Inter-rater

A

Internal consistency

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34
Q

Which of the following components of the Customer Lifetime Value (CLV) includes the expected value of new and repeat sales to customers referred to your company’s products or services through advocacy?

Potential Total CLV

Actual Direct CLV

Potential Direct CLV

All the above

A

Potential Total CLV

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35
Q

Which of the following BEST defines “customer segmentation”?

It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

Proposes personalized offers based on usage, billing, and other customer data analysis

Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels

Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

A

It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

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36
Q

Which of the following contexts in moments of truth illuminate how the customer is going to react in a given situation and can even reveal intent?

Relationship context

Personal context

Real-time situational context

All the above

A

Personal context

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37
Q

Which of the following customers generally produce fewer candid reviews and a much lower number of reviews per purchase?.

B2C customers

C2B customers

B2B customers

All customers

A

B2B customers

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38
Q

Which of the following customer complaint barriers MOSTLY reduces the incentive to report to the company?

Dealing with minor complaints

High complaint barriers

Low complaint barriers

Passive attitudes to the voice of the customer

A

High complaint barriers

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39
Q

Which of the following BEST describes the “Real-time” of the “Real-time Experience Tracking”?

Customers mail survey responses to the company and receive a dollar for participation

Customers receive-send survey information on their phones sometime after the transaction to the company

Customers respond to survey questions with an agent over the phone immediately after the transaction

Customers submit responses in person to the company

A

Customers respond to survey questions with an agent over the phone immediately after the transaction

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40
Q

Which of the following can BEST help a company gather customer feedback about specific interactions?

Focus groups

Customer diaries

Surveys

Journey mapping

A

Surveys

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41
Q

Which of the following voice of the customer best practices BEST represents setting up and maintaining a formal process whereby someone is responsible for following up on every piece of customer feedback that get submitted and tracking each of those submissions through to resolution?

Close the feedback loop

Know what the feedback says

Make feedback collection part of the routine

Open the gates to customer feedback

A

Close the feedback loop

42
Q

Diary studies, in-home observations, and one-on-one interviews are examples of which of the following?

Focus groups

Surveys

Journey mapping

Ethnographic research

A

Ethnographic research

43
Q

The central facets of a Voice of the Customer program from a customer’s perspective include all the following EXCEPT:

Availability

Anonymity

Accountability

Responsiveness

A

Accountability

44
Q

Which of the following plot all the touchpoints a customer interacts with during a relationship with a company?

VOC

Journey maps

Personas

Ethnographic research

A

Journey maps

45
Q

An employee submitting ideas for improving customer experience, vote on others’ ideas, and track from submission to implementation are components of which of the following programs?

VOC

Word of Mouth

Voice of the Employee

Voice of the Company

A

Voice of the Employee

46
Q

Which of the following BEST defines “Voice of the Customer Program?”

A channel for acquiring business insight about customers and what is important to them

A marketing strategy to promote customer-centric products and services

A specially designed focus group

A survey technique

A

A channel for acquiring business insight about customers and what is important to them

47
Q

The Pre-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following?

Awareness, Knowledge, and Consideration

Satisfaction, Loyalty, and Advocacy

Selection or Trial

None of the above

A

Awareness, Knowledge, and Consideration

48
Q

Which of the following components of the Customer Lifetime Value (CLV) is the expected value of potential current and future purchases assuming 100% loyalty (or “wallet share”)?

Actual Direct CLV

Potential Direct CLV

Potential Total CLV

None of the above

A

Potential Direct CLV

49
Q

Which of the following is a tool used to garner deep insights about how your customers think, feel, hear, and do?

Journey map

Loyalty map

Empathy map

Touchpoint map

A

Empathy map

50
Q

Taking customer data and turning it into a compelling picture or story is an example of using which of the following?

Personas and journey maps

Word of Mouth

Ethnographic research

Surveys and journal entries

A

Personas and journey maps

51
Q

Which of the following customer complaint barriers MOSTLY leads to inviting customer exaggeration of dissatisfaction?

Dealing with minor complaints

High complaint barriers

Low complaint barriers

Passive attitudes to the voice of the customer

A

Low complaint barriers

52
Q

Which of the following company research methods is BEST described as “camping out,” where a company observes customers using the product or service in their own environment?

Customer advisory board

Customer brainstorming

Ethnography

Focus groups

A

Ethnography

53
Q

“Which of the following contexts in moments of truth boils down to the actual micro-moment where the customer wants to know, go, do or purchase?”

Relationship context

Personal context

Real-time situational context

All the above

A

Real-time situational context

54
Q

Which of the following steps in capturing the voice of the customer includes outcome expectation, performance expectation, and perception expectation?

Capturing customer wants and needs

Customer identification

Organizing the data

Scoping the innovation

A

Capturing customer wants and needs

55
Q

In which type of research includes probing deeper than outcome-driven innovation by looking to identify underlying codes, which point to emotional factors driving product use?

Contextual interviewing

Ethnographic research

Systematic observation

Case studies

A

Ethnographic research

56
Q

Which of the following is responsible for ensuring touchpoint experiences are as intended and the only way to do this well is to build a robust VOC system/program?

Entire companies and organizations

Customers and employees

C-Suite and employees

Associates and CEOs

A

Entire companies and organizations

57
Q

Which of the following benefits of the voice of the customer program applies to the product development team?

Contributes to product improvement and identifying future products

Crafts the company’s strategic vision

Facilitates the development of effective positioning and messaging of products or services

Proactively detects trends in business outcomes

A

Contributes to product improvement and identifying future products

58
Q

Which of the following BEST identifies this description: “intention to locate places to add offering in the gaps between expectations and experience?”

The audience of Customer Experience Management

The monitoring of Customer Experience Management

The purpose of Customer Experience Management

The timing of Customer Experience Management

A

The purpose of Customer Experience Management

59
Q

Listening to the opinions and comments from frontline employees may be an example of a company having which of the following type of programs?

Voice of the Customer

Voice of the Employee

Voice of the Frontline

Voice of the Company

A

Voice of the Employee

60
Q

Which of the following predominant micro-moments do consumers want to learn something and are searching for information on a product or related topic?

“I Want to Go” Moments

“I Want to Know” Moments

“I Want to Do” Moments

“I Want to Buy” Moments

A

“I Want to Know” Moments

61
Q

Which of the following leads to customer experience improvements that matter to an organization or company?

Thinking you know what a customer wants

Knowing what the customer wants

Understanding the employees’ feedback regarding customers

Less interaction between customers and touchpoints

A

Knowing what the customer wants

62
Q

Ethnographic research can help a company understand how to create experiences that fit within the context of which of the following?

A customer’s personal life

A customer’s private life

A customer’s life at home

A customer’s personal and private life

A

A customer’s personal and private life

63
Q

For the creation of a customer journey map, all of the following are tracked EXCEPT:

Discovery of product or service

Word of mouth about a product or service

Evaluation of product or service

Support for a product or service

A

Word of mouth about a product or service

64
Q

Which of the following benefits of the voice of the customer program applies to the marketing department?

Contributes to product improvement and identifying future products

Crafts the company’s strategic vision

Facilitates the development of effective positioning and messaging of products or services

Proactively detects trends in business outcomes

A

Facilitates the development of effective positioning and messaging of products or services

65
Q

Which of the following is considered a fundamental flaw of gathering data from quantitative customer satisfaction surveys and qualitative insights from focus groups and interviews?

The customer’s dislike for providing feedback

The customers’ biases for competitor products

The customers’ faulty memories used to gather data

The types of customers used in gathering data

A

The customers’ faulty memories used to gather data

66
Q

Which of the following will help you document what your customers really do?

Journey maps

Personas

Touchpoints

VOC

A

Journey maps

67
Q

When analyzing customer feedback in a voice of the customer program, which of the following BEST describes “Predictive Analysis”?

Allowing companies to understand cause-and-effect and to forecast changes in a business outcome

Allowing the company to drill-down and to identify a subset of customers of interest

Producing a tree-like graph subdividing the customer population into the most opportunistic subsets

Providing a consistent view of the customer feedback information over time, organized to be directly applicable to the company’s business objectives

A

Allowing companies to understand cause-and-effect and to forecast changes in a business outcome

68
Q

Which of the following types of reliability is used when the decisions from different raters are compared to each other to see how consistent the rater’s decisions are?

Internal consistency

Parallel form

Inter-rater

Test-retest

A

Inter-rater

69
Q

In which type of research do market researchers make video recordings of customers not only using products but also completing a range of typical tasks?

Contextual interviewing

Surveys

Systematic observation

Case studies

A

Systematic observation

70
Q

Which of the following BEST defines “churn propensity scoring”?

It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

Proposes personalized offers based on usage, billing, and other customer data analysis

Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels

Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

A

Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

71
Q

Which of the following statements is most accurate?

A company has little influence on how a customer feels or behaves regarding future interactions and business.

The way a customer feels and behaves has little determination on a customer’s final decision.

The way a customer feels has little to do with behavior but will indicate whether they remain as a customer.

The way a customer feels will dictate how they will behave and whether they remain a customer.

A

The way a customer feels will dictate how they will behave and whether they remain a customer.

72
Q

Which of the following are fictional characters that embody your target customers’ key behaviors, attributes, motivations, and goals?

Voice of the customer

Touchpoints

Personas

Journey maps

A

Personas

73
Q

Which of the following research methods is BEST described as a primary research source that qualitatively collects direct feedback from customers on a one-on-one basis?

Customer interviews

Ethnography

External literature

Self-documentation

A

Customer interviews

74
Q

Fictional characters called personas are embodied to target all of the following of customers EXCEPT their:

Voices

Behaviors

Attributes

Motivations/goals

A

Voices

75
Q

Which of the following plot the entire course of a customer’s relationship with a company?

Journey maps

Personas

Touchpoints

VOC

A

Journey maps

76
Q

Customers constantly provide unsolicited and honest feedback about experiences through all of the following EXCEPT:

Emails

Support calls

Chat sessions

Surveys

A

Surveys

77
Q

Which of the following types of reliability is used when the same instrument or survey is given to a group of people at two different times?

Test-retest

Parallel form

Internal consistency

Inter-rater

A

Test-retest

78
Q

Which of the following levels of customer needs BEST describes the primary needs, which are the upper-level needs used by the team to establish a clear direction for marketing?

Operational needs

Strategic needs

Tactical needs

Voice of the customer needs

A

Strategic needs

79
Q

The Post-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following?

Awareness, Knowledge, and Consideration

Satisfaction, Loyalty, and Advocacy

Selection or Trial

None of the above

A

Satisfaction, Loyalty, and Advocacy

80
Q

Which of the following is one of the most important steps in building a mature VOC system as it relates to feedback from customers?

Feedback is used to analyze profits.

Feedback is shared with employees.

Feedback is recorded.

Feedback received does not go unheard.

A

Feedback received does not go unheard.

81
Q

Which of the following best describes or defines ethnographic research?

Observing customer behavior during employee interactions

Observing customer behavior with other customers

Observing customer behavior after a sale of a good or service

Observing customer behavior in a natural setting

A

Observing customer behavior in a natural setting

82
Q

The most critical customer interactions are referred to as:

Eye-opening Experiences

Moments of Truth

The Final Deciders

Targets of Emphasis

A

Moments of Truth

83
Q

Which of the following BEST defines “best next offer”?

Categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

Proposes personalized offers based on usage, billing, and other customer data analysis

Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels

Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

A

Proposes personalized offers based on usage, billing, and other customer data analysis

84
Q

Which of the following is an important reason to gather data from customers?

To change the mindset of staff and managers

To change the mindset of the customer

To better understand finances

To grow in the emotional awareness of staff

A

To change the mindset of staff and managers

85
Q

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

A

Buy-in from stakeholders and team members

86
Q

Which of the following is is the scientific study of how people’s thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others?

Motivation research

Social psychology

Voice of the Customer

Behavioral psychology

A

Social psychology

87
Q

The following are indicators of the need for the creation of a new Customer Segment Persona EXCEPT:

Appearance of high-potential customer segments in new markets

Change in company mission and values, which shifts target customers

Evolution of segments due to changes in the customer base or technology

Shift in the market, resulting in new product users

A

Change in company mission and values, which shifts target customers

88
Q

Which of the following data types BEST refers to information gathered through sources such as contracts, channels, billing, demographics?

Contextual data

Network data

Operational consumer data

Research data

A

Operational consumer data

89
Q

Which of the following is the final step in managing customers’ feedback?

CX manager monitors or solicits feedback

Associate communicates with customer

Opportunity or issue is identified

Integrate feedback back to the CX process

A

Integrate feedback back to the CX process

90
Q

Which of the following objectives BEST describes collecting and analyzing customer voice?

Capture the views and attitudes of the customer and translate it into usable insights

Destabilize customer churn and increase customer retention

Package and deliver customer data and knowledge to influence the decision making of goods or services

Utilize knowledge to improve products’ features and performance

A

Capture the views and attitudes of the customer and translate it into usable insights

91
Q

All the following are interview questions used for the underlying research question: What is the purpose of the activity? EXCEPT:

When do you use this product or service?

Who else uses this product or service?

How does this product or service help you do your work?

How do you feel about the product or service?

A

Who else uses this product or service?

92
Q

Which of the following will best assist in facilitating conversations about customer research with people across your company?

VOC programs

Touchpoints and personas

Customers’ behaviors

Personas and journey maps

A

Personas and journey maps

93
Q

Which of the following BEST defines “customer insights”?

A company meeting customer needs more effectively than the market was meeting those needs before.

A deep understanding of a customer’s needs and behaviors.

An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain.

The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

A

A deep understanding of a customer’s needs and behaviors.

94
Q

Which of the following technological tools is necessary for performing a “systematic observation”?

Cell phone

Computer

Motion-sensor lighting

Video camera

A

Video camera

95
Q

Which of the following is an “always on” mechanism providing all customers the opportunity to share their compliments, complaints, and comments about their experiences?

Performance analysis

Active Listening

Collective feedback

Pulse monitoring

A

Active Listening

96
Q

Which of the following describes the origin of ethnographic research?

Business and marketing research to study voice of the customer

Linguistic research to study languages

Mathematical research on statistical analysis

Social science research to study tribal cultures

A

Social science research to study tribal cultures

97
Q

Which of the following is the first step in managing customers’ feedback?

Research and resolve the issue

Solicit feedback

Opportunity or issue is identified

Associate communicates with customer

A

Solicit feedback

98
Q

Which of the following BEST describes the acquisition stage of the “Customer Journey”?

Advocacy

Intent

Purchase

Support

A

Purchase

99
Q

Ethnographic research involves observing customer behavior mostly in which of following locations or experiences?

Natural setting

Store or organization

Interaction with other customers

Interaction with employees

A

Natural setting

100
Q

Which of the following is generally the primary building blocks of a voice of the customer program?

Journey mapping

Surveys

Focus groups

Customer diaries

A

Surveys

CCXP (6 decks)

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