Deck 11: Enhancing the Customer Experience With Technology

Question 1

Providers intentionally use services as the stage and commodities as props to create a memorable experience for the customer.

Answer 1

False

Question 2

Reducing the time of a relational service encounter is not likely to be in the best interests of either the customer or the firm.

Answer 2

True

Question 3

Experiences are fungible and pricing is typically established on the basis of costs and availability.

Answer 3

False

Question 4

Providing assurance that the transaction is indeed completed successfully are the key attributes of relational service encounters.

Question 5

Web technology allows business to create self-service applications that allow customers to access business systems with out any assistance from company employees.

Question 6

The decision to minimize the possibility of technological failure must be based on the full costs of outage as opposed to loss of customer goodwill.

Question 7

Technology plays a key role in how a customer "experiences" a company.

Question 8

The primary source of dissatisfaction when using self-service technology is the simple failure to perform.

Question 9

Customer marketing efforts both cater to a customer's need for experience and creates a customer's need for experience.

Question 10

Customer satisfaction is driven by the improvement or additional benefits provided by using self-service technology.

Question 11

The single greatest cause of customer dissatisfaction is either outright technical failure of a self-service interface or cases where the technology fails to work properly.

Question 12

The majority of customer encounters experienced by organizations are customer initiated.

Question 13

By building in redundancy and the ability to self-monitor, most technology systems can provide virtually continuous service.

Question 14

There is an increased economic value to an organization through the staging of customer experiences.

Question 15

The level of customer participation will directly affect the customer's experience.

Question 16

Service recovery is the ability of an organization to rectify failed encounters.

Question 17

Historically, IT developers designed systems for internal customers as opposed to
external customers.

Question 18

The design of transactional encounters is an art, requiring a very creative staff to design the transaction process.

Question 19

The nature of economic value follows a natural progression from commodities to goods to services then to experiences.

Question 20

One way that organizations can reduce the impact of self-service technology failure is to require training for all interface designers.

Question 21

Which of the follow are examples of self-service applications?

A) Web sites
B) ATMs
C) Kiosks
D) Both A and B
E) All of the above

Question 22

Customer self-service failure is due to which of the following causes?

A) Technology
B) Technology design
C) The underlying business process
D) The customer
E) All the above

Question 23

The first dimension of customer experience is:

A) participation.
B) relationship.
C) immersion.
D) absorption.
E) flow.

Question 24

Radio frequency identification technology can be used to greatly enhance which of the following service interfaces?

A) Video/DVD
B) Interactive kiosks
C) Online/Internet
D) Telephone IVR
E) None of the above

Question 25

Which of the following service interfaces has the potential for unbounded customer experiences?

A) Video/DVD
B) Interactive kiosks
C) Online/Internet
D) Telephone IVR
E) None of the above

Question 26

Items such as cars, baseballs, and clothing are called:

A) commodities
B) goods
C) services
D) experiences
E) None the above

Question 27

Which of the following service interfaces is unable to unable to offer transactions and self-service?

A) Video/DVD
B) Interactive kiosks
C) Online/Internet
D) Telephone IVR
E) None of the above

Question 28

Customer encounters that provide an opportunity for the organization to nurture the relationship with the customer are known as:

A) opportunities for dialogue.
B) customer initiated.
C) triggered by express needs.
D) subject to recency effects.
E) significant events.

Question 29

Intangible activities customized to the individual request of customers are known as:

A) commodities
B) goods
C) services
D) experiences
E) None the above

Question 30

The following are all examples of self-service customer service technologies EXCEPT:

A) an IVR
B) a Web site
C) an ATM
D) a POS
E) None of the above

Question 31

Which of the following features pricing that is based on both cost AND differentiation?

A) commodities
B) goods
C) services
D) experiences
E) None the above

Question 32

Decreasing the time required to complete a service transaction is often referred to as:

A) an efficient service encounter.
B) a relational service encounter.
C) a transactional service encounter.
D) a time rebate.

Question 33

When someone listens to music, that is an example of which kind of participation experience?

A) passive absorption
B) active absorption
C) passive immersion
D) active immersions
E) None of the above

Question 34

A technical contact point provided for customers of a business using a business system is often referred to as:

A) a touch point.
B) a flash point.
C) a support point.
D) a function point.
E) customer service.

Question 35

The key source of dissatisfaction with self-service technologies is:

A) technology failure.
B) poor design.
C) process failure.
D) performance.
E) service design problems.

Question 36

Materials that are extracted typically by slaughtering, mining, or harvesting are called:

A) commodities
B) goods
C) services
D) experiences
E) None the above

Question 37

The majority of customer encounters experienced by organizations are:

A) sporadic.
B) customer initiated.
C) triggered by express needs.
D) subject to recency effects.
E) significant events.

Question 38

The concept of designing user-friendly interfaces, adhering to common usage function keys, and creating common look-feel application screens is called:

A) application engineering
B) ergonomic engineering
C) usability engineering
D) adaptability engineering
E) None of the above

Question 39

Events that engage individuals in a personal way are known as:

A) commodities
B) goods
C) services
D) experiences
E) None the above

Question 40

________ is used to describe a state of mind sometimes experienced by people who are deeply involved in some activity.

A) Participation.
B) Relationship.
C) Immersion.
D) Absorption.
E) Flow.

Question 41

List and describe (3) reasons customers cite for satisfaction with self-service technologies.

Question 42

What is the concept of "flow" as it relates to customer's web experience?

Question 43

List and describe (2) dimensions of customer experience.

Question 44

List (3) guidelines or policies that organizations should adopt to reduce the impact of self-service technology failure.

Question 45

List and describe (3) reasons customers cite for dissatisfaction with self-service technologies.

Question 46

List and describe (3) strategies organizations can employ for enhancing the customer experience.

Question 47

List and describe (2) types of service encounters.

Question 48

What is meant by the phrase "experience economy"?

Question 49

List and describe at least (3) characteristics that describe a customer encounter.

Question 50

List and describe (4) key types of service interfaces.