Question 1

Instead of focusing on cost-cutting to achieve profitability,British Airways gained a competitive edge by focusing on the

Accepted Answer

By focusing on improving the customer's total experience, British Airways was able to differentiate itself from competitors and create a loyal customer base. This strategy allowed them to charge higher prices and increase revenue, rather than just cutting costs to achieve profitability.

Question 2

Building a customer-focused business takes senior management commitment.

Accepted Answer

Building a customer-focused business requires a strategic shift in mindset and practices, which requires commitment and buy-in from senior management to ensure the necessary resources and changes are made to shift the organization's focus towards the customer.

Question 3

When Greystone Property Management's senior managers developed a deep understanding of customers,they demonstrated to the rest of the organization that customer focus is

Accepted Answer

The senior managers demonstrating a deep understanding of customers indicates that customer focus is a key priority for the organization.

Question 4

Building a customer-focused business requires

Accepted Answer

Building a customer-focused business requires senior management commitment as it sets the tone for the entire organization to prioritize customer satisfaction and put in place necessary measures to achieve it. While the other options may also contribute to enhancing customer focus, they are not as fundamental as senior management commitment.

Question 5

Customer-oriented values and beliefs are uniquely the responsibility of

Accepted Answer

Customer-oriented values and beliefs are a strategic component that must be led from the top down. Senior management sets the tone for the entire organization and is responsible for ensuring that the company's values align with the needs and desires of its customers. This approach creates a customer-centric culture and can positively impact employee morale, customer satisfaction and loyalty, and overall profitability.

Question 6

Arbol Industries' Operating Committee discovered that each function made decisions that optimized its own goals.It introduced new measures that rewarded functions for placing the needs of the customer first.Which of the four key building blocks does this action illustrate?

Accepted Answer

The answer of Arbol Industries' Operating Committee discovered that each...

Question 7

Customer focus is a management philosophy.

Accepted Answer

Customer focus is a management philosophy that prioritizes understanding and meeting the needs of customers in order to drive business success. It involves adopting a customer-centric mindset at all levels of the organization and using customer feedback to improve and innovate products, services, and processes.

Question 8

By insisting that all engineers and designers attend at least one surgical procedure a year to watch how their customers used their products,the former CEO of Medtronic (a maker of surgical devices)demonstrated

Accepted Answer

By insisting that engineers and designers attend surgical procedures, the former CEO of Medtronic demonstrated a strong commitment to customer focus. This initiative ensured that product designers and engineers had a firsthand understanding of how their products were being used, and were able to see any issues or problems that might arise in real-world scenarios, ultimately leading to better-designed and more effective surgical devices.

Question 9

A business committed to collecting and disseminating data on the customer using customer relationship management (CRM)tools isn't

Accepted Answer

A business committed to collecting and disseminating data on the customer using CRM tools is primarily focused on the customer, building long-term relationships and delivering personalized experiences. Research, new products, transactions, sales, and marketing are all important outcomes but are secondary to the primary focus on the customer.

Question 10

Marketers that devote at least 50% of their time to customer-centric capabilities will achieve at least a 50% return on investment (ROI)compared to their peers,who lack such an emphasis.

Accepted Answer

There is no specific evidence or universally accepted research that quantifies the return on investment (ROI) in such a precise manner for marketers who devote a certain percentage of their time to customer-centric capabilities compared to their peers. ROI can vary widely based on numerous factors including industry, market conditions, the effectiveness of the customer-centric strategies implemented, and how ROI is measured.

Question 11

At Arbol Industries,a factory marketing coordinator position was created at each of its 15 manufacturing plants to ensure that marketing strategies were being understood and implemented by all functions.Which of the four key building blocks does this action illustrate?

Accepted Answer

The answer of At Arbol Industries,a factory marketing coordinator position...

Question 12

Customer focus is the commitment of each and every employee to make every customer interaction with the brand an opportunity to

Accepted Answer

Customer focus is about creating positive experiences for customers, building relationships and aligning with their needs and values. Reinforcing brand values through each interaction is crucial in achieving customer loyalty and building a strong brand reputation. Making a sale, capturing data, communicating product features and increasing market share are all important goals, but they all ultimately derive from a strong customer-focused approach centered on brand values.

Question 13

One of the four key building blocks in building a customer-focused business is

Accepted Answer

Organizational realignment refers to restructuring a business to align its structure, culture, and processes with its customer-centric objectives. This includes changes in roles and responsibilities, communication channels, and decision-making processes to prioritize customer satisfaction. This building block lays the foundation for implementing other customer-focused strategies such as CRM tools, sales training, and marketing research.

Question 14

The first step Arbol Industries took in building a truly customer-focused business was to form a committee comprising the heads of all functions,called the Operating Committee.Which of the four key building blocks does this action illustrate?

Accepted Answer

Organizational realignment is demonstrated by the formation of a committee that includes heads of all functions, indicating a restructuring to focus on customer needs.

Question 15

Essentially,customer focus means collecting and disseminating data on the customer using customer relationship management (CRM)tools.

Accepted Answer

Customer focus is primarily about understanding and meeting the needs and expectations of customers, not just collecting and disseminating data through CRM tools. CRM tools are used to support customer focus strategies by managing customer interactions and data.

Question 16

Rewarding the operational team for keeping costs low and rewarding the finance team for lowering accounts receivable cycles are examples of Greystone Property Management's

Accepted Answer

The answer of Rewarding the operational team for keeping costs...

Question 17

Without a total,organization-wide focus on the customer,the best marketing strategies will fail.

Accepted Answer

Without a customer-focused approach throughout the entire organization, any marketing strategies implemented may not effectively reach or resonate with the target audience. All departments, from sales to product development to customer service, need to prioritize the customer in order to create a successful and sustainable business.

Question 18

One of the traps to avoid on the way to becoming a customer-focused business is

Accepted Answer

Maintaining functional alignment is the trap to avoid as becoming a customer-focused business requires breaking down silos and encouraging cross-functional collaboration. By maintaining functional alignment, departments may continue to operate in isolation, leading to poor customer experiences and missed opportunities to improve processes.

Question 19

To demonstrate the commitment to customer focus from top management,senior managers should

Accepted Answer

Devoting resources to customer focus shows a genuine commitment to prioritize the needs and wants of customers. Hot and cold attitudes, contradictory statements and actions, changes in leadership, and sudden changes in direction can indicate a lack of commitment and consistency in prioritizing customer focus.

Question 20

Customer focus is diametrically opposite to

Accepted Answer

Customer focus is centered on meeting the needs and expectations of customers, whereas product focus is centered on developing and improving products without necessarily considering customer needs and preferences. Therefore, customer focus is diametrically opposite to product focus.

Quiz 10: Building a Customer-Focused Business