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WorksheetsBM 3.01-3.04
Total questions: 76
Worksheet time: 51mins
Many people make the mistake of thinking that customer relationship management refers solely to
technology.
strategies.
processes.
people.
Which of the following is an example of a customer relationship management initiative:
A “frequent-shopper” program
New accounting software
Expansion of the product-development budget
A new bonus system for the sales staff
In the past, customer relationship management was used mainly as a way to
increase customer loyalty.
assist business decision making.
track customer information.
help employees perform more efficiently.
Customers tend to look at a business as a whole despite the number of __________ they experience.
complaints
feedback surveys
touch points
purchases
In the modern business world, a growing number of interactions between businesses and customers are taking place
over the phone.
online.
in stores.
through the mail.
Which of the following is no longer a consideration in customers’ buying decisions for many products:
Store location
Price
Quality
Customer service
Our economy has shifted from a service economy to a(n) __________ economy.
experience
entertainment
manufacturing
agricultural
A main goal of customer experience management is creating
innovative technology.
higher employee salaries.
new products.
word-of-mouth promotion.
The main difference between customer relationship management and customer experience management is that CRM focuses on
the business itself.
customers.
product development.
investors.
Having clear customer relationship management goals before putting a program into place helps businesses to avoid
having unsatisfied customers.
having to lay off employees.
purchasing irrelevant technology.
spending any money.
Which of the following types of information does a company need customer input to obtain:
Dates of store visits
Suggestions for new products
Types of products purchased
Amount of money spent
Which of the following is a common customer relationship management practice:
Developing new products
Training employees
Creating a marketing budget
Managing the sales staff
Customer relationship management can help a business to identify its
best-selling products.
most talented employees.
financial strengths and weaknesses.
most valuable customers.
Which of the following is a benefit of customer relationship management:
The opportunity to create targeted marketing campaigns
A work force that does not commit errors
A decrease in customer advocacy
The ability to double the business’s profits
Customer relationship management increases sales and profits by increasing
prices.
product quality.
customer loyalty.
competition.
What component of customer relationship management often “makes or breaks” a business’s program?
Processes
People
Technology
Strategies
When a business communicates customer-centric values and ideals to its employees on a consistent basis, it is developing its
corporate culture.
organizational structure.
technology.
trademarks.
When a business evaluates its business processes to make them more efficient and effective, it can improve its relationships with customers. This process is called
employee training.
organizational structuring.
continuous improvement.
business process management.
A business improves its technology so it can better meet customer wants and needs. This results from a business activity known as
employee training.
organizational structuring.
amplified improvement.
business process management.
When a business evaluates its business processes to make them more efficient and effective, it can improve its relationships with customers. This process is called
employee training.
organizational structuring.
continuous improvement.
business process management.
In the modern business world, a growing number of interactions between businesses and customers are taking place:
in stores
on the phone.
through the mail.
over the internet.
Which statement is true about customer relationship management (CRM)?
A business has implemented a CRM program if it is providing good customer service.
A primary goal of CRM is to maximize the long-term value of customer relationships.
Price is the most important factor in building a long-term buyer-seller relationship.
Organizational culture has little effect on a customer’s experiences with a business.
One action that an ethical business can take to help build the long-term trust and loyalty of its customers is to:
send daily opt-in e-mail messages to customers.
implement a comprehensive customer privacy policy.
sell its customer list to third parties without permission.
maintain detailed information about customers’ transactions.
Kemper Corporation continually updates the firewalls on its website to protect its customers’ personal information from theft. Kemper’s actions help build trust with its customers in relation to:
online security.
physical safety.
calculation errors.
product tampering.
Brewed Awakening regularly gathers customer feedback through surveys and uses this information to improve its services and product offerings. This practice helps the coffee shop build strong relationships with its customers in relation to:
Customer engagement.
Employee training.
Financial performance.
Inventory management.
The key to business success is
increasing sales on a quarterly basis
creating new products
beating the competition
developing long-term customer relationships
Customer trust can provide a business with
a competitive advantage
more effective advertising campaigns
discounts on raw materials
better credit terms
When a company delivers a product on time, it is building customer trust by
keeping information safe and private
displaying appropriate knowledge
keeping promises
being transparent
A bakery accidentally placed the wrong goods in the gluten-free case, causing some customers to get sick. The owner of the bakery admitted the mistake, apologized, and offered complimentary gluten-free goods to those customers for the rest of the year. This is an example of a business attempting to build customer trust by
using customer information wisely
being transparent
keeping promises
keeping information safe and private
A fitness center keeps its clients' credit card information on file so it can charge their monthly fees. No client has ever had her/his credit card information lost by or stolen from this business. This is an example of building trust by
keeping information safe and private
being transparent
displaying appropriate knowledge
keeping promises
To build trust, a business should use customer information to
share with other businesses
send frequent emails
make money
personalize customer experiences
The best way to keep customer information safe and private is to
use a data encryption program
collect as little as possible
keep it all in hard copy
avoid selling products online
A grocery store keeps track of customers' purchases through their loyalty cards. This is an example of
big data
data security
illegal data collection
data encryption
A customer-service mindset means that a business considers providing excellent customer
service to be
moderately important.
necessary in certain cases.
a top priority.
its only objective.
Businesses with customer-service mindsets are usually able to
achieve their goals.
reduce their expenses.
hire more employees.
satisfy their vendors.
Why should employees act as if customers are their employers?
Customers own the business.
Employees would not have jobs if there were no customers.
Customers pay employees’ bonuses.
Employees might work for the customers in the future.
To demonstrate a customer-service mindset, employees must believe that customers deserve their
unsolicited advice.
limited information.
complete attention.
personal opinions.
Customers have the right to expect employees to be
self-serving.
open-minded.
goal-oriented.
well-informed.
Emphasizing customer service can help a business to be more
innovative
competitive
objective
possessive
Which of the following is a potential benefit for a business that demonstrates a customer-service mindset:
More publicity
Increased assets
Longer season
Greater profits
Businesses whose employees demonstrate a customer-service mindset often benefit from
rapid employee turnover.
increased costs.
reduced complaints.
decreased employee morale.
Demonstrating a customer-service mindset benefits employees by supporting their
careers.
need to be recognized.
competitiveness.
efficiency at work.
What might an employee receive from a business for routinely helping customers with their problems and satisfying their needs?
A promotion
An expense account
A thank-you
A compliment
The best time to demonstrate a customer-service mindset is
in the morning.
any time.
when dealing directly with customers.
when customers first walk in.
What staff are responsible for displaying a customer-service mindset?
All staff
Those with direct customer contact
Management
Those with indirect customer contact
Employees can demonstrate their customer-service mindset by using good
marketing strategies.
promotional plans.
phone skills.
business activities.
Which of the following is an opportunity for employees to demonstrate a customer-service mindset:
When buying products
When talking to friends about their jobs
When attending the company picnic
When greeting customers in person
Because of modern shopping preferences, it has become increasingly important for businesses to demonstrate a customer-service mindset when interacting with customers
through the mail.
through newspaper advertising.
online.
at outlet stores.
What do employees often obtain by solving customers’ problems quickly and satisfactorily?
Repeat business
Individual priority
Personal service
Pleasant experience
Demonstrating a customer-service mindset primarily involves considering customers’
wages
habits
appearance
needs
Which of the following will most likely result in quality customer service:
Letting other employees know you made a mistake
Double-checking the accuracy of your work
Asking your supervisor to resolve problems
Taking initiative to do your work
One way that employees can provide efficient, quick service to customers is by being
forceful
organized
detached
aggressive
Using a pleasant tone of voice with customers is especially important when
trying to sell a new product.
the customer is in a good mood.
delivering bad news.
the employee is being observed by a supervisor.
In addition to smiling, employees can engage in appropriate nonverbal communication with customers by
shrugging their shoulders.
using clear, concise language.
using customers’ names.
making eye contact.
What can you do to project to customers that they are important to the business?
Use customer names in conversations.
Stare at customers so they know you are listening.
Speak loudly so that customers can easily hear your responses.
Request a supervisor’s assistance in resolving problems.
Which of the following is a way that employees can prepare to answer customers’ questions:
Use facial expressions to indicate interest.
Give customers a chance to express themselves fully.
Find out what they need to know to do their jobs well.
Make eye contact when talking with customers.
Why should you restate customer complaints?
To apologize for any inconvenience
To show that you fully understand the problem
To decide how the problem can be resolved
To thank customers for their business
A customer telephoned to complain that a promised shipment had not arrived and to find out what happened. You say you will check and call back. How can you show a customer-service mindset?
By helping to organize the warehouse
By following up to see if the customer is satisfied with your company’s service
By calling back as soon as possible with an answer
By talking about the problem with coworkers
One way for employees to demonstrate a service orientation to customers is to reinforce verbal communication with:
effective pricing plans.
good training methods.
positive body language.
vast personal knowledge
Salespeople who are well informed about the brands, sizes, and styles of goods that their business offers can easily answer which customer question?
"What time does the business open?"
"What is the business’s return policy?"
"What type of credit does the business offer?"
"What type of merchandise does the business carry?"
Which is a factor that affects a business’s selection of policies to guide its operations?
the nature of the business
the space available to display policies
the communication skills of employees
the personal preferences of management
Employees who are in contact with customers can reinforce the company’s service orientation by dressing professionally and:
maintaining a positive attitude.
using consensus-building skills.
referring customer complaints to others.
offering deep discounts to loyal customers.
A customer-service mindset means that a business considers providing excellent customer
service to be
moderately important.
necessary in certain cases.
a top priority.
its only objective.
What is the purpose of business policy?
To provide entertainment for employees
To discourage innovation and creativity
To create unnecessary bureaucracy
To provide guidelines and direction for decision-making within an organization.
Explain the difference between business policy and business strategy.
Business policy is related to marketing, while business strategy is related to finance.
Business policy provides guidelines and rules, while business strategy is the plan of action to achieve goals.
Business policy is only applicable to small businesses, while business strategy is only applicable to large corporations.
Business policy is focused on short-term goals, while business strategy is focused on long-term goals.
What are the key components of a business policy?
Vision, mission, values, and culture
Sales, marketing, finance, and operations
Employees, customers, suppliers, and competitors
Goals, guidelines, procedures, and rules
Discuss the importance of business policy in an organization.
Business policy has no impact on organizational decision-making
Business policy creates chaos and inconsistency in organizational actions
Business policy is irrelevant to the organization's goals and objectives
Business policy provides guidelines and direction for decision-making, ensures consistency and coherence in organizational actions, and aligns the organization with its goals and objectives.
How does business policy impact decision making within a company?
Business policy is only relevant for decision making in the finance department.
Business policy provides the framework for decision making within a company.
Business policy only impacts decision making for small companies, not large corporations.
Business policy has no impact on decision making within a company.
What are the different types of business policies that can be implemented?
Financial, Human Resources, Marketing, Operational
Public Relations, Administration, Logistics, Inventory Management
Sales, Production, Customer Service, Research & Development
Legal, Information Technology, Supply Chain, Quality Control
Explain the process of formulating a business policy.
Communicate the policy before reviewing and revising
Skip the research and analysis and directly draft the policy
Identify the need, research and analysis, draft the policy, seek input, review and revise, implement and communicate
Implement the policy without seeking input
Discuss the role of top management in implementing business policies.
Top management has no role in implementing business policies
Top management only focuses on day-to-day operations
Top management is only responsible for employee morale
Top management provides direction, resources, and ensures alignment with organizational goals.
What are the challenges faced in implementing business policies?
Not providing adequate resources, ignoring market trends, and lack of employee training
Ignoring employee feedback, setting unrealistic goals, and lack of communication
Focusing only on short-term results, not involving key stakeholders, and inconsistent enforcement
Identifying and addressing resistance to change, ensuring alignment with company goals, and maintaining consistency across different departments
Provide examples of successful business policies implemented by well-known companies.
Apple's customer service policy, Google's innovation policy, Amazon's customer-centric policy
McDonald's marketing policy, Tesla's production policy, Walmart's employee policy
Facebook's privacy policy, Coca-Cola's distribution policy, Microsoft's research policy
Starbucks' pricing policy, Nike's advertising policy, IBM's supply chain policy
What factors should be considered when formulating a business policy?
Current market trends, company's financial status, and employee feedback
Company's location, number of employees, and type of industry
Company's age, size of the office, and number of branches
Company's logo, color scheme, and tagline
How does a well-implemented business policy contribute to a company's success?
It does not contribute to a company's success
It contributes by creating confusion and chaos within the organization
It contributes by providing direction, promoting consistency, and aligning the organization with its goals
It contributes by increasing the company's expenses and reducing profits
What is the role of middle management in implementing business policies?
Middle management has no role in implementing business policies
Middle management only focuses on executing the tasks assigned to them
Middle management is responsible for communicating the policies to the employees and ensuring their adherence
Middle management is only responsible for hiring and firing employees
