1) An average company will lose what percentage of its customers every five years?A) 50%B) 75%C) 23%D) None of the above2) Customer recovery is best defined asA) The effort to satisfy unhappy customers to prevent their leaving.B) Getting back customers who have defected to another business.C) Both A and BD) Neither A nor B3) Managers who thought they did know their companyâs loss rates said they lost how many customers every year?A) 3-4%B) 9-11%C) 7-8%D) 9-13%4) Deciding that the customer is always right isA) Less effective than deciding to always solve the problem.B) Difficult to do, but important.C) The best way to keep customers loyal.D) All of the above5) Giving something to the customer to make up for the problem they have had isA) Bad business; it causes them to complain more to get more free stuff.B) Symbolic atonement.C) Going to reduce profitability in the long run.D) None of the above6) Every personâs primary motivation isA) Value. B) Money.C) Pride. D) Self-interest.7) Positive language conveys more of what than negative language?A) InformationB) HelpfulnessC) Productive attitudeD) All of the aboveUnit 3 Examination119MKT 121 – Customer Service8) Abrasiveness refers toA) Attitude.B) Tone of voice.C). A way of dressingD) Irritating manner or tone9) To avoid the âblanket toneâ you shouldA) Use words that convey emotion.B) Express ideas in terms of individual benefit.C) Vary your pitch and rate.D) All of the above10) One way to build customer loyalty isA) Provide exceptional perceptions of value.B) Use reverse attribution theory to create enhanced value.C) Use promotional giveaways.D) All of the above11) Intrinsic value arises fromA) The perception of value by the customer.B) The core product or service itself.C) The emphasis on product value by the provider.D) All of the above12) Which of the following examples is NOT an example of something a company can do to enhance extrinsic value?A) Multiple varietiesB) GuaranteesC) PackagingD) Add-ons13) Industrial intimacyA) Comes from better understanding the specific needs and wants of customers.B) Comes from focusing on what is important to the customer.C) Means allowing customers to select from menus of product characteristics.D) All of the aboveUnit 3 Examination120MKT 121 – Customer Service14) Smart companies connect with their customers throughA) Experiences.B) The Internet.C) Targeted advertising.D) All of the above15) Small companies can compete against larger ones if they offerA) A feeling of comfort and fit.B) Competitive pricing.C) Add-ons.D) None of the above16) Customers of online stores have come to expect e-tailers to send immediate email acknowledgements showingA) Costs.B) Status of the order.C) Shipping dates.D) All of the above17) Clear business communication meansA) Avoid being abrupt.B) Using jargon.C) Not sing stock numbers or abbreviations.D) All of the above18) Which of the following failings is NOT a hindrance to clear communication?A) Failure to express appreciationB) Failure to provide a reasonable explanationC) Failure to offer an alternative solutionD) Failure to get to the point19) Critical actions in E-commerce includeA) Honoring the customer feedback loop.B) Making customer support easily accessible.C) Both A and BD) Neither A nor B.Unit 3 Examination121MKT 121 – Customer Service20) If several people are asking the same question, you haveA) An information problem.B) An opening for superior customer service.C) Parallel information deficiency.D) All of the above21) Many companies fall into the trap ofA) Over-promising and under-delivering.B) Emphasizing value over convenience to the customer.C) Under-promising and over-delivering.D) Emphasizing savings over long-term value.22) The best way to win customer loyalty is toA) Emphasize that your company is the industry leader.B) Emphasize that some variables are out of your control.C) Set a time expectation that you know you can beat.D) Set time expectations by promising quick service and hoping for the best.23) How long do Americans want to spend preparing a meal?A) No more than 10 minutesB) No more than 15 minutesC) No more than 30 minutesD) No more than 25 minutes24) A way to reduce waiting time is toA) Encourage customers to come in at times that are typically slow.B) Plan for seasonal demands.C) Anticipate peak-load times and plan staffing accordingly.D) All of the above25) Which of the following is NOT an issue in customer wait timesA) How long you plan for the customer to wait.B) How long the customer perceives the wait to be.C) How long the customer is waiting.D) All of the above
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