Chapter 13: Customer Service and Support in Web Space
MULTIPLE CHOICE
1. True statements about the financial importance of customer service include:
a. it is not possible to measure business losses due to poor customer service.
b. customers who have problems are unlikely to repurchase, whether their problem is resolved or not.
c. businesses around the world lose millions of dollars in business each year as the result of poor
customer service.
2. ________ was among the techniques Harrah’s Casinos used to improve customer service.
a.
Changing the rules on interaction between customers and employees
b.
Tracking the satisfaction scores of individual casino employees
c.
Cash bonuses based on casino satisfaction scores
3. Market segments that are willing to spend more if customer service is good include:
a. affluent customers.
b. young professionals.
c. both of the above.
4. Portakabin promises customers that it will:
a. deliver quality customer service
b. reduce the cost of products to the customer
c. deliver every product in 10 days
5. Which of the following is a true statement about what consumers want compared to what they
usually get in terms of customer service?
a. The first thing they want is their money back
b. There is a wide gap between what customers want and what they get
c. They want to be able to submit negative product reviews
6. Which of the following is not a way that consumers expect to access a firm for customer service
and support issues?
a.
Contacting a telephone call center
b.
Contacting the business by e-mail
c.
Reading the product manual
7. ________ represents the final stage in the evolution of customer services practices within an
enterprise.
a.
Moving some customer service activities to the web
b.
Anticipating and delivering service and support before the customer recognizes the need
c.
Providing live customer service
8. ________ is the most expensive of the customer service techniques listed below.
a.
A telephone call handled by a live service rep
b.
An email handled by a live service rep
c.
Live chat on the web
9. Consumers prefer self service when:
a.
it has nothing to do with technology.
b.
when it works properly to meet their needs.
c.
when there are no other reasonable alternatives.
10. Which of the following is a true statement about customer service at Eddie Bauer?
a.
It is successful because of ties to its retail stores.
b.
Customer service was a principle espoused by the original founder.
c.
There was a successful customer service initiative when it first built its website.
11. ________ is not an acceptable part of a process for delivering exceptional customer service.
a.
Resolving the customer’s issue in a timely fashion
b.
Assuring the customer that the problem is being resolved
c.
Locating and assigning blame for the problem
12. Benefits of online provision of service in applications such as government agencies include:
a.
being able to focus on customers with difficult problems.
b.
reducing the volume of calls and emails.
c.
both of the above.
13. Themes that recur frequently in the discussion of customer service include:
a.
the high cost of exceptional customer care.
b.
the need to invest time and resources in providing good customer care.
c.
the recognition that quality management concepts are ineffective in the area of customer
service.
14. Steps in developing a strategic customer care program include:
a.
segmentation analysis of the customer base.
b.
outsourcing parts of the customer care program.
c.
moving to service delivered entirely by human agents.
15. ________ is one web-based technology for delivering customer service.
a.
Integrated back-end systems
b.
Access via mobile devices
c.
Landing pages
16. Which of the following is not a true statement about providing customer service in social media?
a. Customer service in social media only works for high technology firms.
b. Social platforms must be monitored consistency to identify customer problems.
c. Providing customer service in social media requires a considerable amount of employee time.
17. ________ is the result of analysis and segmentation by customer value.
a.
Proactive customer service
b.
Automated customer service
c.
Differentiated customer service
18. One tool that can be used in building anticipatory customer service programs is:
a.
customer scenarios.
b.
problem resolution strategies.
c.
customer service guidelines.
19. Providing excellent experience for customers requires:
a. engaged employees.
b. revision of the company website.
c. using technology to meet customer needs.
20. Among the benefits that exceptional customer service confers on enterprises that can deliver it
are:
a.
elimination of the need for measuring customer satisfaction.
b.
sustainable competitive advantage.
c.
decreased cost of customer acquisition.
TRUE/FALSE
1. Customer service has improved in recent years because of technology in general and the Internet
in particular.
2. The only reason to deliver excellent customer service is to keep customers happy.
3. Cutting back on customer service is a good way to reduce costs.
4. Some market segments, including affluents, are willing to spend more with a business that
provides good customer service.
5. One thing customers want from customer service is to be treated with dignity.
6. Most customers prefer impersonal, self-service customer service channels.
7. Anticipatory customer service means asking customers what services they need and then
providing those services.
8. Customers generally react unfavorably to self-service options.
9. When they see the need, enterprises like British Airways can quickly develop a strong customer
service program.
10. Web-based delivery of customer service is flourishing in the government marketspace also.
11. It is important to provide customers with multiple channels for obtaining customer service that
ends with a live person if the situation warrants.
12. The responsibility for customer service resides only in the customer service department.
13. Investment in customer service technologies should be made only after customer data has been
collected and customer segments and their needs identified.
14. Differentiated customer service should be based on a careful analysis of customer lifetime value
segments.
15. Customer experience is one element of customer service programs.
ESSAY
1. The text asserts that being able to deliver exceptional customer service can produce a sustainable
competitive advantage. Discuss whether you agree or disagree with this statement, providing as much
support as possible for your position.
2. There are many technologies that can help deliver customer service. Choose three of the
technologies discussed in the chapter. Explain the nature of the technology and its potential advantages
and disadvantages in customer service applications.