Services Communications

In responding to a frustrated customer’s question, it’s a good idea to immediately offer a solution.

• True

• False

Answer explanation

The customer isn’t listening for a solution yet. It’s important to soothe the customer’s frustration first.

Customers are more easily satisfied if their expectations are effectively managed.

• True

• False

Most upset customers will calm down if you offer a sincere apology.

• True

• False

Answer explanation

Most customers want you to acknowledge that they’ve been disappointed and want you to express some regret.

If a customer gets the wrong idea from a sales rep, its okay to tell the customer that sales will say anything to make a sale.

• True

• False

Answer explanation

You (and the organisation) lose credibility. Don’t bad-mouth or play the blame game!

When a customer calls for technical support, its realistic to require them to explain the problem in technical language.

• True

• False

Answer explanation

Most customers who call tech support are not highly technical. It’s realistic to require the tech support rep to provide assistance at the customer’s level of technical understanding.

Which of these best describes communication?

• A person sending a message

• A person receiving a message

• Passing a message between two people

Which of the following is NOT a communication medium?

• Feedback

• Email

• Memo

‘Promotion’ and ‘Marketing Communications’ are interchangeable terms.

• True

• False

Answer explanation

Although they are not the same things, they are commonly used interchangeably.

Advertising is generally a better promotional tool than sales promotion when it comes to closing a sale.

• True

• False

Advertising, public relations and sales promotion are three of the four traditional techniques of the promotional mix. What is the fourth?

• price

• direct mail

• WOM

• questionnaires

• personal selling