Companies that build “trustability” often find themselves giving away too much
product, thus hurting profitability.
Assertiveness and aggressiveness are essentially the same things.
Although CRM systems can provide the most sophisticated relationship-building data,
even manual systems that make notes of customer preferences can move companies
toward enhanced customer value.
Many visuals or unnecessary sound effects in a company Web site (a turnoff that one
blogger calls “design overkill”) are likely to turn off customers and diminish the value
of the site.
Employees (internal customers) are more mobile and job-changing is more
commonplace than a generation ago.
People are more likely to recall a satisfactory customer experience than a poor one.
Generally people appreciate being called by name although not always by their first
name.
It is best to think of customers as demographic groups rather than individuals to provide
best value.
When a customer is focusing on a particular product (a focused shopper) should be left
alone so that they can decide for themselves and not feel pressured.
Some research shows that the number one turnoff people identify is slow service.
Listening only for the facts is a good strategy when dealing with customer problems.
When asking customers for feedback, use of open-ended questions is best.
Sending unsolicited emails generally strengthens a relationship rather than damaging it.
The “human touch” is far less important in technology-based industries.
Having too much “fine print” in customer policies and guarantees is necessary to
exceed customer expectations of value.
Hardware used in most information technologies has a life cycle of less than five years.
Word of mouth “advertising” can be helpful in selling products but has less of a role in
customer service.
When persuading others it is critical to phrase messages in terms of WIIFM.
The Net-savvy customer expects personalization and even the opportunity to participate
with the company”the ability to choose options and also suggest additional ones.
When employees are empowered they have additional authority to make decisions that
benefit the customer, often without getting higher management approval.
The “wide asleep listener” refers to someone who is faking attention rather than
listening affectively.
A typical company can expect to lose 10 to 30 percent of its customers each year
because it turned them off.
Rewarding employees for doing some behaviors may be counterproductive if not
consistent with good service.
Applying principles of good service will make you feel better about your life and
yourself even if you are “just an employee.”
Saying “no problem” when a customer thanks you is generally better than the more
formal “you’re welcome.”
Most people need to work on not being offended by feedback.
Studies show that the convenience of shopping carts can be a ‘secret weapon” to getting
customers to buy more”even in stores that normally do not use carts.
It is usually necessary and appropriate to use internal company terminology such as
SKU numbers rather than cumbersome descriptions when communicating with
customers.
Corresponding with customers using old media such as mailed notes or thank you cards
will reflect badly on a company’s service”it will seem old-fashioned.
When using add-on’s to enhance perception of value, it is important that the add-on be
something fairly expensive.
So-called “bad profits” emphasize immediate gain over longer-term relationship
building.
Answering emails or phone calls is not necessary if you have decided the message
sender is not likely to be a good customer.
Customers are coming to expect more personalized self-service solutions available
online.
Domino’s pizza tracker keeps customers informed about their order in real time.
The appearance of a store, shop, or office conveys nonverbal messages to customers.
The management function called controlling involves comparing actual results to
planned-for results so as to identify any deviation from the plan.
Positive statements convey more information that negative ones.
If a caller digresses into chit chat or off-topic conversations, let him go on rather than
risk upsetting him.
The performance of an excellent sales person should be rewarded with a promotion to
management.
Give your full name and function or name of your company when answering the phone.
The “L” in the acronym LIFE stands for:
A)little things.
B)labeling key vital behaviors.
C)limited services.
D)liabilities associated with poor service.
Companies can analyze their e-service effectiveness by:
A)identifying the click paths used to get to their site.
B)using web-traffic analysis software to track such things as site abandonment rates.
C)using Web-analytics data to constantly improve their site.
D)All of the above.
Explorer groups:
A)can be fun for employees.
B)go to other businesses to see how they do things.
C)utilize observational research.
D)All of the above.
The “Influencer” model asserts that people will do new things (change behaviors) based
on two fundamental questions:
A)How big is the reward? and Why is the change important?
B)What’s in it for me? and Can I do it?
C)Is this consistent with company goals? and What will I get for doing it?
D)Will this work? and How soon will we see results?
A self-centered orientation toward listening means that:
A)we can disagree when people say something we don’t like.
B)we should help customers buy the product you know is best for them.
C)we hear internal voices that we like.
D)we may not listen to what another person is saying but rather to how the person’s
views affect our position.
Common bad listening habits likely to damage customer service effectiveness can be
overcome when we:
A)stop talking.
B)go to a physical place where we can better listen.
C)fake attention when the speaker gets off topic.
D)Both A and B.
Regarding paperwork required of customers:
A)much of this can be avoided with technology.
B)most customer enjoy filling out forms.
C)this is a necessary part of any complex transaction and cannot be modified by law.
D)repetition is almost always necessary such as in medical forms for doctors.
Informational hand-holding:
A)arises from an organization’s sensitivity to customer discomfort.
B)must never be used with employees.
C)should normally be avoided except in the most personal situations.
D)All of the above.
When customers are in the “zone of indifference” they:
A)feel they are being treated unfairly or differently from others.
B)may be generally satisfied but not necessarily motivated to become loyal customers.
C)are not feeling any particular dissatisfaction.
D)Both B and C are correct.
An example of applying one-to-one opportunities to internal customers would be:
A)cafeteria style benefits programs.
B)requiring union membership.
C)making work more engaging and enriching.
D)making pay fair for all employees.
Working with customers calls for “emotional labor.” This term means that:
A)employees need to vent their frustrations.
B)boring, repetitive work makes people more emotional.
C)we may be required to display emotions that are not exactly what we are feeling.
D)getting mad at customers is normal and to be expected.
When using “brainstorming” to generate creative service ideas, leaders should:
A)be certain the ideas are actually feasible before announcing them.
B)encourage hitchhiking to add to or amplify on ideas suggested by others.
C)stress quality over quantity.
D)weed out any wild ideas that seem silly or unproductive.
The “I” in LIFE stands for:
A)information.
B)initiative.
C)insight.
D)innovation.
The letter E in the acronym LIFE stands for:
A)entrepreneurship.
B)enhancement.
C)enduring value.
D)expectations.
When having a live conversation with a customer and the phone rings:
A)only answer it if no one else is available and after you ask the customer’s permission.
B)yell to someone else to grab the phone.
C)lift the receiver and hang up immediately to signal the caller that you are busy.
D)answer it promptly, after telling your customer to hold on.
The following are human relations principles that convey appropriate tone to customers:
A)use I-centered phrasing to be sure they understand you.
B)talk to people as groups, not as individuals to avoid offending.
C)express ideas in ways that convey “what’s in it for me” to customers.
D)be aggressive in phrasing in order to convey the importance of your message.
The following statement is almost always helpful when dealing with customer
convenience and timing:
A)sorry but we are short of staff today.
B)we will have a technician at your home between 8 and 5 pm Tuesday.
C)the problem will be fixed soon.
D)None of these are particularly useful.
Companies can avoid e-service problems by:
A)investing in redundant servers and rapid-loading Web pages.
B)answering emails within 24 hours or so if at all possible.
C)requiring customers to use live chat.
D)All of the above.
Your first reaction to a customer’s complaint:
A)if face-to-face should maintain eye-contact.
B)should include nonverbal behaviors that avoid challenging.
C)will likely determine the customer’s willingness to give additional feedback.
D)All of the above.
The best thing you can do regarding timing is:
A)give customers a general idea but allow yourself some wiggle room.
B)give customers a specific deadline that you know we can beat.
C)tell customers what you think they want to hear about timing and then do your best to
make it.
D)avoid giving any indication about timing unless the customer really pushes for it.
When handling a very upset caller:
A)invite them to suggest a solution to the problem.
B)say “I know what you mean” when they complain.
C)put them on hold until they can cool off.
D)immediately transfer them to a supervisor.
Harnessing peer pressure:
A)is a form of social motivation.
B)often uses opinion leaders to motivate others.
C)can produce strength in numbers useful to influence change.
D)All of the above.
In the SIER hierarchy of active listening, the letters stand for:
A)selecting, interviewing, evaluating, reporting.
B)seeing, innovating, evaluating, reporting.
C)sensing, interpreting, evaluating, responding.
D)selecting, interpreting, emphasizing, reflecting.
Some ways customer demographics are changing discussed in this chapter are:
A)”baby boomers” are changing the image of active 60-plus buyers.
B)young people becoming active consumers at earlier age.
C)businesses face a more diverse mix of cultures.
D)All of the above.
One reason people tend to have ineffective listening skills is that:
A)such skills are rarely taught (when compared to other communication skills such as
speaking, writing, reading).
B)they are not sufficiently self-centered.
C)they can be picked up by modeling the behavior of others.
D)they are too hard to learn.
Assertiveness means:
A)being indirect, manipulative, or underhanded.
B)using terms that express a judgment of others.
C)essentially the same as aggressiveness.
D)expressing your feelings and observations in a manner that is nonthreatening to
others.
The Gallup polling organization describes customer ________ as a critical variable in
building loyalty.
A)generosity
B)engagement
C)tech-savvy
D)involvement
The Hertz Car Rental “#1 Gold Club” is an example of:
A)not effectively adapting to fairness expectations.
B)a program targeting the loyalty of its frequent renters.
C)an appeal to greed.
D)lack of transparency since not all customers get treated well.
Regarding company interactivity with customers:
A)companies should avoid confusing customers with a broad variety of media.
B)companies should look for every conceivable opportunity to interact.
C)over-communicating’sending too many messages is a widespread problem.
D)All of the above.
Several ideas for reducing people turnoffs are offered in this chapter. Among them
is/are:
A)changing employee communication behaviors, which can be done easily with
training.
B)clearly identifying taboos”certain messages, terms, language and nonverbal behaviors
that are unacceptable.
C)hiring people with good technical skills rather than stressing interpersonal skills.
D)All of the above.
Queue management systems (QMS):
A)require customers to stand in appropriate lines.
B)are only used in Europe.
C)give customers a number to indicate when they will be served.
D)All of the above.
The ‘second life cycle” of a recovered customer has the following advantage(s):
A)the customer may feel flattered by your efforts to win him or her back.
B)the company is likely to have data about the customer’s likes and dislikes.
C)the customer is already familiar with your products.
D)All of the above.
Describe four ways we can greet customers like guests.
What four things can you do to tactfully close a phone conversation?
What is “emotional intelligence (EQ)?” Name the five essential elements of EQ.
Your author cites Ockham’s razora logical approach which asserts that, when trying to
understand a situation, the simplest explanation is usually the right one. What does this
mean in the context of the K-Mart-Wal-Mart comparison in this chapter?
The chapter describes a process leaders can use to draft a theme for their company”a
unique service proposition. What are some questions that should be asked? What does
the wording of a good service proposition look like?
This chapter identifies six conditions that can lead to additional stress, thus making
emotional labor difficult. Name and give a brief example of four of these.
Summarize the advantages to a company of having “call centers” rather than having any
employee handle phone calls.
Occasionally, we face customers who are chronic complainers. Once you are certain
that you are dealing with such a customer, the text suggests four ways to deal with this
person. Describe these.
When a company’s processes, procedures, or policies used to “deliver” its products or
services cause inconvenience to customers, we are likely to see what kind of turnoff?
Give three examples of such turnoffs.
Explain the difference between hearing and listening.
Explain the distinction between intrinsic and associated value as discussed in this
chapter. Use examples.
Tech-savvy customers, especially young people or “Net-geners” hold certain
expectations about what businesses should offer or provide. Describe three customer
service expectations as discussed in the chapter.
Explain the distinction between communication efficiency and communication
effectiveness.
Describe three or more businesses or industries that created convenience breakthroughs,
historically.
The text describes six “core competencies” which provide a foundation for superior
customer service. Name and briefly describe four of these.
What is meant by the advice to “identify granular attributes” about customers and why
is this important?
When the quality of products or services sold is poor relative to its cost, customers are
likely to experience what kind of turnoff? Name this and give three examples as sited in
the chapter.
What is employee “empowerment?” How do customers, employees, and the company
benefit from it?