Deck 5: Customer Relationship Management

Question 1

A methodology for creating mutually beneficial relations between consumers and service providers is called ________.

Answer 1

Customer Relationship Management (CRM)

Question 2

A Customer Relationship Management System (CRMS)keeps track of customer requirements including past purchase history and preferences.

Answer 2

True

Question 3

A computer manufacturer assembles finished computer systems by configuring standardized components and modules based on customer preferences.The technique the computer manufacturer is using is called

A)specialization.
B)technology innovation.
C)process benchmarking.
D)mass customization.

Answer 3

D

Question 4

The acronym CRM stands for

A)Collaborative Relationship Management.
B)Complete Resource Management.
C)Customer Relationship Management.
D)Collaborative Resource Management.

Question 5

A Customer Relationship Management System (CRMS)

A)helps maintain relationships with individual customers.
B)keeps track of customer requirements.
C)enhances the customer experience.
D)All of the above

Question 6

Predictive analytics is

A)the science of using customer data to predict past consumption behavior.
B)the science of using customer data to predict future consumption behavior.
C)the science of using customer data to develop a SCOR delivery model.
D)the science of using customer data to develop swim lane process maps.

Question 7

A Customer Relationship Management System (CRMS)helps

A)in the acquisition of new customers.
B)improve the experience of current customers.
C)promote ongoing and increased business with current customers.
D)All of the above

Question 8

Service operations are,by definition,dependent on customer resources which usually are ________.

Question 9

For management information system technicians,the computer users within their company are known as ________.

Question 10

A service operation like a law firm usually exhibits lower economies of scale and efficiency as compared to a manufacturing operation.This is because the law firm's offerings and output are usually

A)heterogeneous.
B)consistent.
C)homogeneous.
D)standardized.

Question 11

A methodology for creating mutually beneficial relations between consumers and service providers is called

A)Customer Relationship Management.
B)Sales Management.
C)Consumer Collaborative Management.
D)Collaborative Supply Management.

Question 12

A grocery chain using a shoppers card to keep track of customer purchases and preferences is an example of

A)Complete Resource Management Systems.
B)Collaborative Resource Management Systems.
C)Customer Relationship Management System.
D)Collaborative Relationship Management Systems.

Question 13

Predictive analytics is the science of using customer data to predict past consumption behavior.

Question 14

Information systems used to manage customer-related data are called ________.

Question 15

A pencil manufacturer produces mainly identical pencils which allows them to develop high efficiency and consistent quality.This advantage for the pencil manufacturer is called the advantage of

A)heterogeneity.
B)consistency.
C)homogeneity.
D)variety.

Question 16

Service operations are,by definition,dependent on customer resources which usually are homogeneous.

Question 17

________ is the science of using customer data to predict future consumption behavior.

Question 18

The science of using customer data to predict future consumption behavior is known as

A)poka yoke.
B)kaizen.
C)predictive analytics.
D)six-sigma.

Question 19

In the context of Customer Relationship Management (CRM),the purpose of business is to attain mutually beneficial relationships only between the service providers and suppliers.

Question 20

For management information system technicians,the computer users within their company are

A)internal customers.
B)external customers.
C)consumers.
D)All of the above
E)None of the above

Question 21

Customers using a self-service check-out station at a grocery store might not understand how to use the technology,resulting in their expectations not being met.This demonstrates the fact that

A)customers often provide their own specifications.
B)customers are often the quality inspectors.
C)customers are often the cause of service failures.
D)customers are often the output of a service process.

Question 22

What role does a Customer Relationship Management System (CRMS)play in CRM? How do they deliver value?

Question 23

Providing a coupon for a free meal to an unsatisfied customer on account of a delay in service is an example of

A)service recovery.
B)service failure.
C)fail-safe service.
D)service loss.

Question 24

The extent to which a firm meets customer needs is known as ________.

Question 25

For SC&O management,the concept of meeting customer expectations is associated with which of the following?

A)Value
B)Process
C)Quality
D)Cost

Question 26

Websites often require users to type their email address twice so as to avoid typographical errors.This is an example of using what tool to prevent service failures?

A)Kanban
B)Poka yoke
C)Kaizen
D)Jidoka

Question 27

Measuring service performance is much easier than measuring manufacturing performance due to involvement of customers.

Question 28

The process in which standardized components and modules are produced and then assembled based on the customer preferences only when customers need them is called ________.

Question 29

Scores of 9 and 10 on a simple feedback system used to measure the net promoter score (NPS)represent customers who are

A)detractors.
B)neutral.
C)promoters.
D)None of the above

Question 30

A common measure of service performance of attorneys in a law firm is

A)utilization.
B)waiting time.
C)cost.
D)error rate.

Question 31

The wholesaler retailer Costco has a no questions asked hassle-free return policy for most of its product offerings.This is an example of

A)an unconditional service guarantee.
B)a fail-safe service.
C)a service benchmarking.
D)a service recovery.

Question 32

Customers at a fine dining restaurant often leave dissatisfied because in their opinion,the waiter took too long to present their bill.This demonstrates the fact that

A)customers often provide their own specifications.
B)customers are often the quality inspectors.
C)customers are often the cause of service failures.
D)customers are often the output of a service process.

Question 33

A restaurant administered a survey to its customers asking them a single question: "How likely is it that you would recommend our restaurant to a friend or colleague?" It received the following scores: 8,3,6,10,8,4,9,10,7,9,5,9.What is the net promoter score (NPS)for the restaurant?

A)1
B)2
C)3
D)5

Question 34

A hospital asks customers a single question: "How likely is it that you would recommend our hospital to a friend or colleague?" What tool is the hospital using to measure its service performance?

A)Net Promoter Score (NPS)
B)Efficiency Score Index (ESI)
C)Satisfaction Score Index (SSI)
D)Productivity Improvement Score (PIS)

Question 35

Scores of 0 through 6 on a simple feedback system used to measure the net promoter score (NPS)represent customers who are neutral.

Question 36

Customers usually do not articulate their expectations and hence a service provider finds it difficult to know what the expectations are,let alone know how to meet them.This demonstrates the fact that

A)customers often provide their own specifications.
B)customers are often the quality inspectors.
C)customers are often the cause of service failures.
D)customers are often the output of a service process.

Question 37

For SC&O management,the concept of meeting customer expectations is associated with quality.

Question 38

The advantage that some manufacturing operations have over service operations is that of ________.

Question 39

ATM machines often require users to retrieve their ATM cards before they are given their cash withdrawals so as to prevent people from forgetting their cards.This is an example of using what tool to prevent service failures?

A)Kanban
B)Poka yoke
C)Kaizen
D)Jidoka

Question 40

Scores of 0 through 6 on a simple feedback system used to measure the net promoter score (NPS)represent customers who are

A)detractors.
B)neutral.
C)promoters.
D)None of the above

Question 41

A computer manufacturer who also offers a service contract to customers to maintain and repair computers after the warranty period is an example of

A)service integration.
B)poka yoke.
C)servitization.
D)service guarantee.

Question 42

________ are detailed guides for employees to follow during a service encounter.

Question 43

Discuss the process of improving customer service in order to ensure consistent excellent customer service.

Question 44

The process of integrating service offerings with manufactured products is known as ________.

Question 45

A feeling of affiliation a customer has with a firm is known as ________.

Question 46

Service supply chains often tend to be longer as compared to product supply chains.

Question 47

Service supply chains often have more apparent opportunities for integration as compared to product supply chains.

Question 48

The extent to which customer needs are met is known as ________.

Question 49

In service systems,________ can be used to prevent customer failures.

Question 50

Collaboration between service providers and customers to create value is called ________.

Question 51

Encounters such as bank teller interactions involve service scripts that are loosely scripted.

Question 52

Service supply chains as compared to product supply chains are said to be bidirectional.This means that in service supply chains

A)resources flow back and forth between customers and providers.
B)products flow back upstream in the supply chain similar to reverse logistics.
C)money flows in both directions in the supply chain.
D)customers and service providers are often interchanged.

Question 53

It is often mentioned that quality in service operations is different than in manufacturing operations.Explain why and how this creates unique challenges for the management of service operations.

Question 54

A process for responding to service failures is known as ________.

Question 55

Detailed guides for employees to follow during a service encounter are known as

A)swim lane process maps.
B)service scripts.
C)SCOR maps.
D)Gnatt charts.

Question 56

Discuss what servitization means and the advantages and challenges that accompany it.

Question 57

Service scripts are detailed guides for employees to follow during a service encounter.

Question 58

In what ways do service supply chains differ from manufacturing supply chains?

Question 59

Systemic occurrences that result in dissatisfied customers are usually on account of ________.

Question 60

When a firm moves forward in the supply chain to not only provide products but to also help customers with the use of products,it is known as ________.