VOC, Customer Insight & Understanding Review Flashcards
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
Take real and deliberate action
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
Content validity
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
Empower the teams on the front lines to make their own decisions
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
Customer identification
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.
Program used for employees to submit ideas for improving customer experience.
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
“I Want to Do” Moments
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
Illustrate the impact of customer perceptions and use of products
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
Customer service department
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
Detailed profile of fictitious customers based on demographic representation of customer group
“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
Relationship context
“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
Specific brand behaviors
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
Criterion-related validity
The majority of customer insights will come from which of the following?
Employees
Customer call teams
Customers
Other sources
Customers
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
Responsibility and Action
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
Dealing with minor complaints
Which of the following visually illustrate a particular persons’ activities over time?
Journey maps
Personas
Touchpoints
VOC
Journey maps
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
Outsourcing of survey tools and contact processes
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
Comprehensiveness
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
An analytical survey
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
Voice of the customer and customer understanding
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
Systematic Observations
In the customer lifecycle, which of the following stages BEST represents the user’s perception of the brand?
Agree/get
Awareness
Consume
Interact
Awareness
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
Validity
Which of the following are most likely to reach the largest group of customers?
Journey mapping
Surveys
Focus groups
Customer diaries
Surveys
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.
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.
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
The end-to-end experience of a customer
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
“I Want to Buy” Moments
Which of the following may be created for customer journey mapping based on core behavioral patterns?
Touchpoints
VOC program
E-contacts
Personas
Personas
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.
An employee assumes to know what a customer wants because the employee would want it as well.
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
The timing of Customer Relationship Management
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.
The entire course of a customer’s relationship with a company.
Which of the following have built-in limitations as to the type of insights they can uncover?
Surveys
Focus groups
Customer diaries
Journey mapping
Surveys
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
Internal consistency
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
Potential Total CLV
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
It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting
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
Personal context
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
B2B customers
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
High complaint barriers
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
Customers respond to survey questions with an agent over the phone immediately after the transaction
Which of the following can BEST help a company gather customer feedback about specific interactions?
Focus groups
Customer diaries
Surveys
Journey mapping
Surveys
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
Close the feedback loop
Diary studies, in-home observations, and one-on-one interviews are examples of which of the following?
Focus groups
Surveys
Journey mapping
Ethnographic research
Ethnographic research
The central facets of a Voice of the Customer program from a customer’s perspective include all the following EXCEPT:
Availability
Anonymity
Accountability
Responsiveness
Accountability
Which of the following plot all the touchpoints a customer interacts with during a relationship with a company?
VOC
Journey maps
Personas
Ethnographic research
Journey maps
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
Voice of the Employee
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 channel for acquiring business insight about customers and what is important to them
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
Awareness, Knowledge, and Consideration
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
Potential Direct CLV
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
Empathy map
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
Personas and journey maps
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
Low complaint barriers
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
Ethnography
“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
Real-time situational context
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
Capturing customer wants and needs
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
Ethnographic research
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
Entire companies and organizations
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
Contributes to product improvement and identifying future products
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
The purpose of Customer Experience Management
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
Voice of the Employee
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
“I Want to Know” Moments
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
Knowing what the customer wants
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 customer’s personal and private life
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
Word of mouth about a product or service
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
Facilitates the development of effective positioning and messaging of products or services
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
The customers’ faulty memories used to gather data
Which of the following will help you document what your customers really do?
Journey maps
Personas
Touchpoints
VOC
Journey maps
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
Allowing companies to understand cause-and-effect and to forecast changes in a business outcome
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
Inter-rater
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
Systematic observation
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
Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value
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.
The way a customer feels will dictate how they will behave and whether they remain a customer.
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
Personas
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
Customer interviews
Fictional characters called personas are embodied to target all of the following of customers EXCEPT their:
Voices
Behaviors
Attributes
Motivations/goals
Voices
Which of the following plot the entire course of a customer’s relationship with a company?
Journey maps
Personas
Touchpoints
VOC
Journey maps
Customers constantly provide unsolicited and honest feedback about experiences through all of the following EXCEPT:
Emails
Support calls
Chat sessions
Surveys
Surveys
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
Test-retest
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
Strategic needs
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
Satisfaction, Loyalty, and Advocacy
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.
Feedback received does not go unheard.
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
Observing customer behavior in a natural setting
The most critical customer interactions are referred to as:
Eye-opening Experiences
Moments of Truth
The Final Deciders
Targets of Emphasis
Moments of Truth
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
Proposes personalized offers based on usage, billing, and other customer data analysis
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
To change the mindset of staff and managers
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
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
Social psychology
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
Change in company mission and values, which shifts target customers
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
Operational consumer data
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
Integrate feedback back to the CX process
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
Capture the views and attitudes of the customer and translate it into usable insights
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?
Who else uses this product or service?
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
Personas and journey maps
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 deep understanding of a customer’s needs and behaviors.
Which of the following technological tools is necessary for performing a “systematic observation”?
Cell phone
Computer
Motion-sensor lighting
Video camera
Video camera
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
Active Listening
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
Social science research to study tribal cultures
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
Solicit feedback
Which of the following BEST describes the acquisition stage of the “Customer Journey”?
Advocacy
Intent
Purchase
Support
Purchase
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
Natural setting
Which of the following is generally the primary building blocks of a voice of the customer program?
Journey mapping
Surveys
Focus groups
Customer diaries
Surveys
