Deck 14: Organizing and Managing the Profitable Customer-Strategy Enterprise, Part 2

Question 1

The highest level of development of an organization is

A) internal cohesion
B) external cohesion
C) transformation
D) self-esteem

Answer 1

internal cohesion

Question 2

Pilot projects are an ideal way to launch a customer initiative for:

A) small-to-medium businesses
B) large businesses
C) businesses who already identify customers individually and differentiate them by value
D) businesses who do not yet identify or differentiate their customers individually
E) a, b, and c
F) a, b, and d

Answer 2

a, b, and c

Question 3

The picket fence strategy is best suited for:

A) small-to-medium businesses
B) large businesses
C) businesses who already identify customers individually and differentiate them by value
D) businesses who do not yet identify or differentiate their customers individually
E) a, b, and c
F) a, b, and d

Answer 3

a, b, and d

Question 4

Segment management is best suited for:

A) small-to-medium businesses
B) large businesses
C) businesses who already identify customers individually and differentiate them by value
D) businesses who do not yet identify or differentiate their customers individually
E) a, b, and c
F) a, b, and d

Question 5

The core structure of the customer management organization is:

A) Return on Customer
B) customer portfolio management
C) the sales department
D) customer relationships

Question 6

One of the challenges in a sales department's transition to customer strategy is:

A) more sales reps have fewer responsibilities
B) it becomes more difficult to share information across the firm
C) commissions often decrease
D) sales reps' work becomes more visible

Question 7

All of the following agreements would likely ease the sales department's transition except:

A) addressing ways salespeople can save time and earn higher commissions
B) phasing out the use of sales force automation software
C) specifying which information is for enterprise use and which is for their use only
D) prioritizing which information is needed about customers

Question 8

One new function of the transitioning customer-strategy marketing department is:

A) customer analytics
B) redefining the organization
C) communicating with the customer
D) articulating customer demographics

Question 9

For the customer service department, when considering self-service options for customers, what is the best approach?

A) prioritizing direct CSR contact with the customer whenever possible
B) prioritizing self-service for the customer whenever possible
C) balancing CSR contact and self-service
D) having all options available to all customers, and always allowing the customer to choose

Question 10

Which is the most relevant customer strategy for research and development?

A) measuring and tracking Return on Customer
B) accessing real-time customer information
C) improving employee culture
D) establishing test cells and control groups

Question 11

In the transition to a customer-strategy enterprise, the human resources department plays all of the following roles except:

A) evaluating whether the company has the capability to change
B) addressing all key recruiting, training, and ongoing support issues
C) creating new career path opportunities
D) aligning technology implementation with business strategy

Question 12

The greatest competitive advantage in managing employees in a customer-strategy organization lies in:

A) using technology to automate more routine jobs
B) equalizing salaries to value lower-tier employees
C) making the most talented employees more productive
D) setting clear rules about personal use of company resources

Question 13

For each of the following four departments, explain what transitioning to a customer-strategy organization entails. Describe both the desired end result and the process it will take a traditionally organized department to get there. For example: What new functions and values are required? What are the particular challenges? What solutions can help ease these challenges?
a. sales department
b. marketing department
c. human resources department
d. upper management

Question 14

When Peppers and Rogers talk about "using up customers," what does that mean? And how do customer-focused companies use that idea to determine (a) customer value and (b) how to manage customer portfolios?