Question 1

Which of the following is true about touch points?
A)They refer to the points along the price line at which the purchased product passes onto the customer's hands.
B)Measuring the overall customer satisfaction is a better measure of customer loyalty than measuring the same at each touch point.
C)A call centre is an example of a human touch point.
D)Measuring customer loyalty starts with understanding and listing the total customer interactions that influenced the customers' satisfaction.

Accepted Answer

Whether human (such as sales staff or a call centre), interactive (such as websites, e-mail, or Twitter), or static (such as radio or newspaper ads), each touch point is an opportunity to improve customer experience.

Question 2

Which of the following is true about customer relationship management (CRM)?
A)For CRM to be successful, the cultural attitude must remain constant in the organization.
B)CRM is defined as managing customer interactions to build brand equity and improve long-term profitability.
C)CRM originally started out as a tool to gauge the company purchases to manufacture consumer demands.
D)The heart of a CRM program is information technology and database systems.

Accepted Answer

CRM focuses on using information about customers to create marketing programs that result in customer satisfaction.The heart of a CRM program is information technology and database systems.

Question 3

Philip, a regular customer of Fairmont Banff Spring, returns for an overnight stay at the hotel after a gap of three weeks.He feels unappreciated when he has to give his usual preferences all over again because the guest executive does not refer to the database.This most likely happened because of failing to view the concept of CRM as a(n) _____.
A)holistic marketing strategy
B)company research project
C)promotional strategy
D)overall company strategy

Accepted Answer

CRM databases allow companies to get closer to their customers to establish a mutually beneficial relationship.A company's failure with CRM is often the result of approaching CRM as a software project rather than an overall company strategy.

Question 4

By gaining insight into each customer's needs and behaviours and using this information to improve the customer's dealings with the company, Flyaway Airlines is using a process called customer _____.
A)experience management
B)reward program
C)branding
D)relationship management

Accepted Answer

Flyaway Airlines is using CEM.A concept similar to CRM is a process called customer experience management (CEM).It's defined as managing customer interactions to build brand equity and improve long-term profitability.Ideally, CEM information is analyzed to gain insight into each customer's needs and behaviours, and then it is used to improve the customer's dealings with the company.

Question 5

Along with delivering superior customer service, Palero needs to build its brand equity by managing customer interactions.This process is known as customer _____.
A)experience management
B)branding
C)reward program
D)relationship management

Accepted Answer

A concept similar to CRM is a process called customer experience management (CEM).It's defined as managing customer interactions to build brand equity and improve long-term profitability.

Question 6

Fresh Mornings, a breakfast eatery, is suffering from poor employee customer service skills.Fresh Mornings' failure with CRM is the result of approaching CRM as a _____ project rather than an overall company strategy.
A)marketing
B)promotion
C)comprehensive
D)software

Accepted Answer

CRM databases allow companies to get closer to their customers to establish a mutually beneficial relationship.A company's failure with CRM is often the result of approaching CRM as a software project rather than an overall company strategy.

Question 7

Palero collects information from phone centres, Internet sites, and contacts that salespeople have with their customers.These contacts are called _____.
A)tangible contacts
B)touch points
C)stimuli
D)response centres

Accepted Answer

CEM's main focus is exclusively on customer interactions or touch points.Touch points are just another way to describe customer interactions with the brand or company.

Question 8

Many firms are beginning to fire their low-value customers and are focusing their time on their high-value customers.

Accepted Answer

This is true. Many firms are utilizing customer segmentation strategies to identify and prioritize their high-value customers, and may choose to redirect their resources away from low-value customers in order to maximize profitability and efficiency.

Question 9

Philip, who is a regular customer of Fairmont Banff Spring.He On arrival, he gets out of the cab, enters the hotel, goes to the guest desk, and talks to the guest executive about his room.These customer interactions are referred to as _____.
A)tangible contacts
B)touch points
C)stimuli
D)response centres

Accepted Answer

These are called touch points.Touch points are just another way to describe customer interactions with the brand or company.Customer interactions include every point in which the customer interacts with a business, product, or service.For Philip, it includes the anticipation of going to Fairmont Banff Spring, getting out of the cab, walking up to the hotel, and talking to the guest executive.

Question 10

A _____ is any situation in which a customer comes into contact with a brand or company.
A)tangible contact
B)touch point
C)stimulus
D)response centre

Accepted Answer

A touch point is any situation in which a customer comes into contact with a brand or company.Levels of customer satisfaction at each touch point can be a better measure of customer loyalty than just measuring overall customer satisfaction.

Question 11

When the Four Seasons Hotels and resorts improves its long-term profitability by managing customer interactions, it is indulging in customer _____.
A)experience management
B)branding
C)reward program
D)relationship management

Accepted Answer

A concept similar to CRM is a process called customer experience management (CEM).It's defined as managing customer interactions to build brand equity and improve long-term profitability.

Question 12

Which of the following is an interactive touch point?
A)newspaper advertisement
B)e-mail
C)call centre
D)salesperson

Accepted Answer

Levels of customer satisfaction at each touch point can be a better measure of customer loyalty than just measuring overall customer satisfaction.Whether human (such as sales staff or a call centre), interactive (such as websites, e-mail, or Twitter), or static (such as radio or newspaper ads), each touch point is an opportunity to improve customer experience.

Question 13

Palero uses information about customers to create marketing programs that result in customer satisfaction.Which of the following processes is Palero applying?
A)Customer experience management
B)Customer reward program
C)Customer branding
D)Customer relationship management

Accepted Answer

Palero is applying CRM.Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.CRM focuses on using information about customers to create marketing programs that result in customer satisfaction.

Question 14

Understanding individual interaction at each _____ is a better measure of customer loyalty than just measuring overall customer satisfaction.
A)tangible contact
B)touch point
C)stimulus
D)response centre

Accepted Answer

Levels of customer satisfaction at each touch point can be a better measure of customer loyalty than just measuring overall customer satisfaction.

Question 15

_____ is defined as managing customer interactions to build brand equity and improve long-term profitability.
A)Customer experience management
B)Customer branding
C)Customer relationship management
D)Customer reward program

Accepted Answer

A concept similar to CRM is a process called customer experience management (CEM).It's defined as managing customer interactions to build brand equity and improve long-term profitability.

Question 16

Losing a customer means losing the entire future stream of purchases that the customer would make over a lifetime of patronage.

Accepted Answer

Losing a customer means losing all potential future business from that customer.

Question 17

To recognize their customer's individual preferences, Flyaway Airlines began to map each step of customer interaction.This included making a note of individually preferred seating, food, and travel timings.Each of these customer interactions may be referred to as _____.
A)tangible contacts
B)touch points
C)response stimuli
D)response centres

Accepted Answer

These are referred to as touch points.CEM's main focus is exclusively on customer interactions or touch points.Touch points are just another way to describe customer interactions with the brand or company.

Question 18

_____ is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
A)Customer experience management
B)Customer branding
C)Customer reward program
D)Customer relationship management

Accepted Answer

Customer relationship management (CRM) is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Question 19

Which of the following is a static touch point?
A)newspaper advertisement
B)e-mail
C)call centre
D)salesperson

Accepted Answer

Levels of customer satisfaction at each touch point can be a better measure of customer loyalty than just measuring overall customer satisfaction.Whether human (such as sales staff or a call centre), interactive (such as websites, e-mail, or Twitter), or static (such as radio or newspaper ads), each touch point is an opportunity to improve customer experience.

Question 20

Information about customers can be used to create marketing programs that
A)Predict customer behaviour
B)Result in customer satisfaction
C)Increase the cost of acquiring customers
D)Lower the lifetime value of a customer

Accepted Answer

When properly implemented, CRM systems identify key customer information that helps the business keep customers satisfied and returning.

Quiz 14: Customer Relationship Management

Which of the following is true about touch points?

Which of the following is true about customer relationship management (CRM) ?

By gaining insight into each customer's needs and behaviours and using this information to improve the customer's dealings with the company, Flyaway Airlines is using a process called customer _____.

Along with delivering superior customer service, Palero needs to build its brand equity by managing customer interactions.This process is known as customer _____.

Fresh Mornings, a breakfast eatery, is suffering from poor employee customer service skills.Fresh Mornings' failure with CRM is the result of approaching CRM as a _____ project rather than an overall company strategy.

Palero collects information from phone centres, Internet sites, and contacts that salespeople have with their customers.These contacts are called _____.

Many firms are beginning to fire their low-value customers and are focusing their time on their high-value customers.

Philip, who is a regular customer of Fairmont Banff Spring.He On arrival, he gets out of the cab, enters the hotel, goes to the guest desk, and talks to the guest executive about his room.These customer interactions are referred to as _____.

A _____ is any situation in which a customer comes into contact with a brand or company.

When the Four Seasons Hotels and resorts improves its long-term profitability by managing customer interactions, it is indulging in customer _____.

Which of the following is an interactive touch point?

Palero uses information about customers to create marketing programs that result in customer satisfaction.Which of the following processes is Palero applying?

Understanding individual interaction at each _____ is a better measure of customer loyalty than just measuring overall customer satisfaction.

_____ is defined as managing customer interactions to build brand equity and improve long-term profitability.

Losing a customer means losing the entire future stream of purchases that the customer would make over a lifetime of patronage.

To recognize their customer's individual preferences, Flyaway Airlines began to map each step of customer interaction.This included making a note of individually preferred seating, food, and travel timings.Each of these customer interactions may be referred to as _____.

_____ is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Which of the following is a static touch point?

Information about customers can be used to create marketing programs that