Deck 7: Interacting With Customers: Customer Collaboration Strategy

Question 1

The primary goal of marketing in the context of interaction is:

A) generating feedback from the customer
B) generating personalized, compelling messages about the company
C) generating the sale of a product
D) generating positive customer referrals

Answer 1

generating feedback from the customer

Question 2

Which of the following are not true of a company engaged in genuine dialogue with a customer?

A) Parties at both ends have been clearly identified.
B) The customer should control the dialogue.
C) All parties in the dialogue must be able to participate in it.
D) All parties to a dialogue must want to participate in it.

Answer 2

The customer should control the dialogue.

Question 3

A customer does something beneficial for the company, and then is rewarded for that action. This is called:

A) an explicit bargain
B) an implicit bargain
C) an effective way to interact with a customer
D) b and c

Answer 3

an implicit bargain

Question 4

The following are examples of addressable media except:

A) the Internet
B) television
C) Wi-Fi
D) voicemail

Question 5

Customer interaction is the responsibility of:

A) the sales department
B) sales and marketing
C) sales, marketing, and customer service
D) sales, marketing, customer service, and upper management

Question 6

The three different dimensions of a customer's experience include:

A) physical, emotional, intellectual
B) physical, emotional, interactive
C) physical, emotional, logical
D) physical, emotional, behavioral

Question 7

The customer experience dimension addressed by a Touchmap is:

A) intellectual
B) interactive
C) logical
D) behavioral

Question 8

An effective Current State Touchmap includes all of the following aspects except:)

A) recognition of different types of customers
B) graphical illustration of the enterprise's internal structure
C) analysis of the customer life cycle
D) customer satisfaction surveys

Question 9

An effective Future State Touchmap takes into account all of the "best practices" except:

A) treating different customers differently
B) unique customer identification at all touchpoints
C) collecting as much customer information as possible
D) never asking for the same information twice

Question 10

The dialogue information of most interest to a company pertains to a customer's:

A) actual value and potential value
B) satisfaction and lifetime value
C) needs and potential value
D) satisfaction and behavior

Question 11

Creating a "front door" for a company's Web site is an example of:

A) business process reengineering
B) differentiating customers by needs
C) differentiating customers by value
D) touchmapping

Question 12

Which of the following questions is not a Golden Question?

A) Do you enjoy entertaining and having large parties at your home?
B) Do you eat out at restaurants more than once a week?
C) Do you believe it's important for your family to have one home-cooked meal every day?
D) When planning meals, do you prioritize eating healthfully or enjoying the meal?

Question 13

Which of the following actions is not likely to increase customer trust?

A) using an opt-out policy
B) making an explicit bargain
C) ensuring sales and channel partners have the same privacy protection policy
D) providing a clear privacy policy for customers to review

Question 14

Complaining customers are valuable to a company because of their:
a. high loyalty
b. high potential value
c. data points on products and services
d. willingness to collaborate
e. all of the above

Question 15

Identify the six criteria for a genuine dialogue. Explain how each supports the definition of a genuine relationship from Chapter 2.

Question 16

What is the difference between an implicit bargain and an explicit bargain? List three types of two-way, addressable media and how an enterprise might use them to create an explicit bargain with individual customers.

Question 17

If you were hired to create a Touchmap for an enterprise seeking to create better customer relationships, what steps would you complete? Explain each step and why it's important to representing a "customer eye's view" of the enterprise.

Question 18

Why is a complaining customer valuable to a customer-strategy enterprise? Explain at least three reasons. Why are fewer customers complaining, despite the fact that it's easier to complain than ever? How might a company encourage complaints?