1b. Multiple Choice for VoC & Intelligence

Question 1

Question #1: Key drivers of customer experience are best determined by:

1. Importance questions
2. Correlation analysis
3. Net promoter questions
4. Sentiment analysis

Answer 1

Correct Answer:
Correlation analysis

Explanation: Correlation reveals statistical relationships. Stated importance, comment tone/sentiment, and stated likelihood to recommend are less reliable patterns than correlation analysis.

Question 2

Question #2: A company has 10,000 customers. 1,000 customers are asked to participate in a survey. 200 customers complete the survey. 50 customers request follow-up from the company. What is the response rate?

1. 20%
2. 25%
3. 5%
4. 2%

Answer 2

Correct Answer:
20%

Explanation: Response rate = number of customers replying to the survey divided by number of customers invited to participate, expressed as a percentage.

Question 3

Question #3: The best way to improve the response rate for your relationship survey is:

1. Invite only your top customers to participate
2. Shorten your survey to one question
3. Communicate evidence of progress in acting on customer feedback
4. Offer incentives

Answer 3

Correct Answer:
Communicate evidence of progress in acting on customer feedback

Explanation: People prefer to see that their efforts are making a difference for themselves or others. The other options may help, but are less powerful than CX feedback actually improving CX.

Question 4

Question #4: Which of the following is not considered a benefit of a VoC portfolio?

1. Collect different types of feedback for various purposes
2. Paint a picture of the 360-degree customer experience
3. Allow different types of customers to answer just what’s relevant to them
4. Identify cash cows, stars, dogs, and wild cards in the company’s product mix

Answer 4

Correct Answer:
Identify cash cows, stars, dogs, and wild cards in the company’s product mix

Explanation: A VoC portfolio is a mix of relationship survey(s), transaction survey(s), user group(s), customer advisory board(s), and/or customer-initiated feedback, etc. The VoC portfolio aims to maximize the supplier company’s understanding of customers and simplify customers’ effort in providing feedback. (Cash cows, etc. are known as Marketing “product portfolio” benefits.)

Question 5

Question #5: A key difference between customer touchpoint mapping and customer experience journey mapping is:

1. Touchpoint mapping focuses on interactions between the customer and the supplier’s people, interfaces, products and services
2. Touchpoint mapping reveals customers’ behind-the-scenes steps
3. Touchpoint mapping collects far more information than CX journey maps
4. Touchpoint mapping is not as useful for user experience design

Answer 5

Correct Answer:
Touchpoint mapping focuses on interactions between the customer and the supplier’s people, interfaces, products and services

Explanation: Touchpoint maps are specific to interactions between the company and customer, also known as the user experience. Customer experience journey maps capture what touchpoint maps do, plus much more.

Question 6

Question #6: Which of the following is not a benefit of predictive analytics?

1. Apply to cross-selling, direct marketing, product portfolio analysis, and other marketing decisions
2. Help managers anticipate the consequences of different scenarios
3. Identify behavior patterns so that you can proactively influence a customer to stay with your company
4. Collect unsolicited feedback from customers by mining calls, web data, emails, etc

Answer 6

Correct Answer:
Collect unsolicited feedback from customers by mining calls, web data, emails, etc

Explanation: Predictive analytics uses unsolicited feedback after it is collected. The other 3 choices are ways to use predictive analytics for real-time and future actions.

Question 7

Question #7: The most accurate way to identify root cause of an issue is:

1. Ask “why is that happening” re: the complaint customers have, then “why is that happening?”, until you’ve asked why 5 times
2. Assign someone to research the issue using databases
3. Ask dissatisfied customers what caused the issue
4. Create a taskforce to explore the issue

Answer 7

Correct Answer:
Ask “why is that happening” re: the complaint customers have, then “why is that happening?”, until you’ve asked why 5 times

Explanation: 5 why’s analysis is the colloquial term for root cause analysis. Ask “why?” for 5 successive layers to drill down to the originating root of the issue.

Question 8

Question #8: Which of the following is not a typical advantage of customer journey maps?

1. End-to-end view of customer experience
2. Cross-department coordination
3. Monitoring moments of truth
4. Empathy for customers’ realities

Answer 8

Correct Answer:
Monitoring moments of truth

Explanation: Customer journey mapping displays a system (components that fit together in a pattern). It explores moments of truth, but is not efficient for monitoring key issues.

Question 9

Question #9: Qualitative research is more useful than quantitative research to:

1. Create an index
2. Explore reasons for customer behavior
3. Calculate NPS
4. Track performance of key drivers of loyalty

Answer 9

Correct Answer:
Explore reasons for customer behavior

Explanation: Qualitative research is descriptive and prescriptive: customer observation and comments reveal expectations, context, what the customer is trying to do, and why.

Question 10

Question #10: Top-box percentage is more meaningful than an average rating because:

1. All of these answers are top-box advantages
2. Averages are less motivating to managers
3. Averages are less reflective of the market
4. Averages are less actionable

Answer 10

Correct Answer:
All of these answers are top-box advantages

Explanation: Averages can be misleading, as noted by standard deviations. Top box percentages give managers a sense of how much money is at-stake.

Question 11

Question #11: Why is behavioral science important in voice of the customer?

1. It prioritizes behaviors of customers
2. It shows you how to identify loyal behaviors
3. It clarifies patterns for people’s irrational decisions
4. It makes VoC human-centered

Answer 11

Correct Answer:
It clarifies patterns for people’s irrational decisions

Explanation: Behavioral science is the study of how decisions are influenced by emotions, the environment, and social factors. These factors are typically illogical, also known as irrational.

Question 12

Question #12: Standard deviation is described in all of the following ways EXCEPT:

1. A rating’s degree of uncertainty
2. The amount of dispersion of a set of values
3. How spread out your data is around the average or mean
4. The data’s variation from the mean

Answer 12

Correct Answer:
A rating’s degree of uncertainty

Explanation: A rating’s degree of uncertainty is a confidence interval.

Question 13

Question #13: The best way to identify importance or prioritization is:

1. Correlation coefficient
2. Regression analysis
3. Stated importance
4. Quick wins

Answer 13

Correct Answer:
Correlation coefficient

Explanation: Correlation analysis is more accurate in understanding what can be done to improve financials via customers’ loyal behaviors.

Question 14

Question #14: What kind of research reveals the most about what customers need?

1. Net Promoter Score survey
2. Focus groups
3. Ethnography
4. User groups

Answer 14

Correct Answer:
Ethnography

Explanation: Ethnography is the observation of customers in their natural settings. Your understanding of customers is maximized by observing their movements, decisions, body language, and comments.

Question 15

Question #15: What are advantages of stratified random sampling?

1. All of these are advantages
2. Statistically significant representation of each customer sample can be managed
3. Customers have an equal chance of being invited to participate in a survey
4. A pool of customers can be reserved for other invitations

Answer 15

Correct Answer:
All of these are advantages

Explanation: By randomly inviting customers from homogeneous segments, you can control representation of each customer type.

Question 16

Question #16: 1 minus the margin of error is:

1. Validity
2. Confidence
3. The confidence interval
4. Reliability

Answer 16

Correct Answer:
The confidence interval

Explanation: The confidence interval is 1 minus the margin of error.

Question 17

Question #17: Word clouds, comment quantification, cross-tabs, single view of a customer, and 360-degree view of customer experience are examples of:

1. Unsolicited customer feedback
2. Customer intelligence
3. Voice of the customer
4. VoC portfolio

Answer 17

Correct Answer:
Customer intelligence

Explanation: Customer intelligence identifies patterns in VoC data, for greater actionability and differentiation.

Question 18

Question #18: Prescriptive analytics informs you:

1. What happened
2. What will happen
3. How to make it happen
4. Why did it happen

Answer 18

Correct Answer:
How to make it happen

Explanation: Like a pharmacy prescription as a doctor’s instruction for illness recovery, prescriptive analytics recommend how to proceed.

Question 19

Question #19: Your survey’s p-value indicates:

1. Reliability
2. The confidence interval
3. Confidence
4. Validity

Answer 19

Correct Answer:
Confidence

Explanation: p-value is statistical significance, or confidence.

Question 20

Question #20: Which of the following is NOT an example of unsolicited customer feedback?

1. Customer advisory boards
2. Customers’ posts on social media
3. Customers’ complaints and their formal report cards
4. Customers’ inquiries to Service and Sales

Answer 20

Correct Answer:
Customer advisory boards

Explanation: Unsolicited means customers take the initiative to voice their opinions, questions, stories, concerns, or needs.

Question 21

Question #21: Top box scores are useful in customer experience management to:

1. Show managers how many customers selected the highest rating
2. Quantify customer churn and customer lifetime value
3. Identify the value of resolving customers’ chronic issues
4. Refine Net Promoter Scores

Answer 21

Correct Answer:
Show managers how many customers selected the highest rating

Explanation: Top box is the percentage of customers giving a rating at the top of the rating scale. This gives managers a sense of how many customers are thinking a certain way.

Question 22

Question #22: % likelihood a data point is accurate is:

1. Reliability
2. Confidence
3. Validity
4. The confidence interval

Answer 22

Correct Answer:
The confidence interval

Explanation: One minus the margin of error is the confidence interval.

Question 23

Question #23: Collecting insights about all aspects of a customers’ end-to-end journey with a solution is:

1. A single view of the customer
2. Customer life cycle management
3. A 360-degree view of the customer
4. Customer lifetime value

Answer 23

Correct Answer:
A 360-degree view of the customer

Explanation: 360-degree view refers to a customer segment’s end-to-end journey, whereas single-view refers to a customer account’s end-to-end journey. Life cycle management is the set of practices to improve mutual value across customers’ end-to-end journey (both segments and accounts). Lifetime value is the cumulative profit from a customer account or segment.

Question 24

Question #24: Which one of these does NOT affect validity?

1. Double-barreled questions
2. Mixed interpretations of phrases
3. Low sample size
4. Mixed interpretations of scales

Answer 24

Correct Answer:
Low sample size

Explanation: Low sample size affects confidence or statistical significance.

Question 25

Question #26: When all customers are invited to participate in a survey, all of the following are typical problems EXCEPT:

1. Core-growth customers are under-represented
2. The full population is represented
3. Survey fatigue increases
4. Responses tend to come from the happiest customers, and the unhappiest customers, and the least busy customers

Answer 25

Correct Answer:
The full population is represented

Explanation: Whenever less than 100% of your population participates, then the responses you collect are a subset of the population, also known as a sample. If you have not carefully managed the invitations and responses, it is likely that the sample you end up with is not representative of the population.

Question 26

Question #25: Does inner or outer closed-loop VoC generate more growth?

1. Inner loop, because it is faster
2. Inner loop, because it shows Detractors they are valued
3. Outer loop, because it requires broad company support
4. Outer loop, because it prevents issue recurrence for everyone

Answer 26

Correct Answer:
Outer loop, because it prevents issue recurrence for everyone

Explanation: Outer loop solves systemic problems. This means that the gains from outer loop will be ongoing for everyone. This is the CX Annuities concept and reward.

Question 27

Question #27: Statistical significance is also known as confidence because:

1. Your findings must be stable for this time period
2. Your scales and words must be interpreted the same way by all participants
3. Your sample must accurately reflect the population
4. You must avoid double-barreled questions

Answer 27

Correct Answer:
Your sample must accurately reflect the population

Explanation: Managers want to feel confident that your data reflects truth about the market. This indicates whether your data is significant or not for them to act upon.

Question 28

Question #28: What is the main difference between VoC versus Customer Intelligence?

1. VoC is actionable data, Intelligence is journey maps
2. VoC shows patterns that stimulate differentiation
3. Intelligence reveals patterns that motivate managers’ actions to higher levels
4. VoC and Intelligence are synonyms: there is no difference.

Answer 28

Correct Answer:
Intelligence reveals patterns that motivate managers’ actions to higher levels

Explanation: VoC is data. Customer Intelligence connects various VoC sources, connects VoC to operational data, or deep-dives into a VoC study, to discover patterns. These patterns help managers see things that were otherwise unknown. This helps them differentiate your brand for higher growth.

Question 29

Question #29: Why is closing the loop with customers so important in your VoC efforts?

1. It demonstrates mutual respect
2. It’s the best way to improve survey response rates
3. All of these are reasons for closed-loop VoC
4. It shows employees you are serious about acting on customer feedback

Answer 29

Correct Answer:
All of these are reasons for closed-loop VoC

Explanation: When your customers generously provide feedback to you, it is common courtesy to continue the conversation with them.

Question 30

Question #30: What is true about data mining?

1. All of these answers are true
2. It includes text, video, audio, and image mining
3. It is a top priority for your CX tech budget
4. You should avoid bias as you search for natural patterns

Answer 30

Correct Answer:
All of these answers are true

Explanation: Data mining is grossly under-used in today’s CXM practices. You can apply it to big data of all kinds to provide your primary understanding of customers and growth opportunities.

Question 31

Question #31: Which statement is NOT true about a nonprobability sample?

1. For small populations or Expectations VoC, statistical significance is less important than directional correctness
2. You can extrapolate findings to the whole population
3. You hand-pick study participants
4. You cannot extrapolate findings to the whole population

Answer 31

Correct Answer:
You can extrapolate findings to the whole population

Explanation: Extrapolation means your data predicts what your whole population would say, if 100% of them participated in your study.

Question 32

Question #32: A double-barreled question makes [XXXX] weak.

1. Validity
2. Standard deviation
3. Confidence
4. Reliability

Answer 32

Correct Answer:
Validity

Explanation: A double-barreled question asks customers to provide 1 rating for 2 separate things. Since it is impossible to know which thing the rating refers to, the data has low validity.

Question 33

Question #33: Which of the following is NOT a reason why stated importance shouldn’t be included in your surveys?

1. Customer behavior often differs from what they say
2. You should only ask questions that you have validated as being important to your customer
3. It’s important to compare satisfaction versus importance
4. It’s unnecessary since correlation analysis indicates implied importance

Answer 33

Correct Answer:
It’s important to compare satisfaction versus importance

Explanation: All of the other answers are reasons why implied importance is more useful than stated importance. Satisfaction and importance are not comparable. One is indicating a prioritization (importance, rank order), while the other indicates performance (satisfaction, level of goodness).

Question 34

Question #34: Strong positive correlation means all of the following EXCEPT:

1. Customers who rated the loyalty index low also rated a CX factor low
2. Customers who rated the loyalty index as mediocre also rated a CX factor as mediocre
3. Customers who rated the loyalty index high also rated a CX factor high
4. Customers who rated the loyalty index high gave a low rating to a CX factor

Answer 34

Correct Answer:
Customers who rated the loyalty index high gave a low rating to a CX factor

Explanation: When ratings of one thing correlate (follow the same direction) with ratings of another thing, they have strong correlation.

Question 35

Question #35: What is VoC maturity?

1. NPS exceeding the industry average
2. Listening post for each moment of truth
3. Tailored feedback to groups across your company, engaging them in continual improvement, and linking CX insights to processes and strategy company-wide
4. Portfolio of VoC sources: surveys, advisory boards, user groups, ethnography, data mining, etc.

Answer 35

Correct Answer:
Tailored feedback to groups across your company, engaging them in continual improvement, and linking CX insights to processes and strategy company-wide

Explanation: Unless you are engaging people and processes to improve significantly, based on VoC and Intelligence, then you are in analysis paralysis mode.

Question 36

Question #36: Should a new (or existing) VoC manager strive for VoC Transformer achievements?

1. No, this is not in alignment with maximizing Promoters and their engagement
2. No, this is less impressive than quick wins, journey maps, and CX design
3. Yes, this should definitely be focused on the Service organization
4. Yes, almost-automatic CX excellence is more likely by linking VoC insights to operational data & processes & strategic planning across the business

Answer 36

Correct Answer:
Yes, almost-automatic CX excellence is more likely by linking VoC insights to operational data & processes & strategic planning across the business

Explanation: The purpose of VoC is to help managers run your business smarter than competitors, by closing the gap between customers’ realities, and creating almost-automatic CX excellence in achieving customers’ job-to-be-done.

VoC Maturity: Five levels of VoC maturity were identified in a report by Temkin Group:

1) VoC Novices — in the very early stages of VoC development
2) VoC Collectors — focusing on listening-post selection, which questions to ask, and which metrics to use
3) VoC Analyzers — spending the majority of their time finding insights from VoC data
4) VoC Collaborators — tailoring customer feedback to stakeholders who are engaged in continuous improvement
5) VoC Transformers — linking customer insights to operational data and processes and strategic planning throughout the company

Question 37

Question #37: What is the link between the 6 D’s and the VoC Collaborator maturity tier?

1. Both rely upon real-time VoC and rapid closed-loop VoC
2. Both emphasize getting actionable insights into the hands of the right people and driving changes that will improve the CX
3. Both focus on partnering with Promoters for stronger engagement, recommendation, and repurchase
4. Both make significant use of customer journey maps for cross-organizational CX design

Answer 37

Correct Answer:
Both emphasize getting actionable insights into the hands of the right people and driving changes that will improve the CX

Explanation: VoC Collaborator is tailoring feedback to stakeholders, who are engaged in continuous improvement. This corresponds with Disseminate and Design in the 6 D’s.

The 6 D’s of VoC by Temkin Group :
Detect: Companies often use the term “listening” to describe the first step in a VoC program. If companies had unlimited resources, then passive “listening” might be the appropriate approach. But companies don’t have unlimited resources. VoC leaders need to be strategic about when, where, and from whom they solicit information.
Disseminate: The success of VoC programs does not come from collecting customer feedback, it comes from putting actionable insights into the hands of the right people. Leading VoC programs need to invest in making sure that key people get the right information at the right time and in the right form to help them make better decisions.
Diagnose: Many VoC programs act as if the data they collect contains all of the answers. In many cases, however, the data just highlights potential problems or opportunities. That’s why VoC programs need to develop processes for uncovering the insights and testing hypotheses.
Discuss: While some issues can be handled within a single department, VoC insights often highlight issues and opportunities that span multiple organizations. Firms need to make put in place cross-functional forums to make sure that VoC insights don’t get lost across organizational silos.
Design: Once companies find a problem or opportunity, they are ready to do something about it. But you can’t take this design step for granted. Follow user-centric approaches for identifying changes that will improve the customer experience.
Deploy: Since VoC programs only succeed when companies take action on what they learn, it makes sense for them to prepare for those changes by establishing release cycles and allotting resources to make and test ongoing changes to the experiences

Question 38

Question #38: What is the link between VoC technologies and the CX improvement recipe explained in this course?

1. VoC tech can give real-time dashboard access to executives and managers for high-impact CX improvements
2. VoC tech should aim for customer issue prevention firstly and customer issue resolution secondly
3. VoC tech can automatically improve CX through artificial intelligence
4. All of these answers are strong links

Answer 38

Correct Answer:
VoC tech should aim for customer issue prevention firstly and customer issue resolution secondly

Explanation: The highest level of CX improvement is prevention of issue occurrence in the first place. When VoC tech contributes to this, you are building strong customer-centricity, ideal CX design, and ongoing ROI.

Question 39

Question #39: Why does this course present topics in this order? 1) essentials, 2) metrics, 3) improvement, 4) culture, 5) VoC, 6) strategy.

1. VoC should be designed to shape the culture needed to engage managers in the best improvement efforts, to maximize ROI toward a 1-to-1 ratio for core-growth customers’ job-to-be-done
2. CX annuities are the metrics that improve customer-centricity and VoC strategically
3. VoC strategy improves metrics for essential Promoters who are core-growth customers
4. Essential metrics improve culture and VoC results strategically

Answer 39

Correct Answer:
VoC should be designed to shape the culture needed to engage managers in the best improvement efforts, to maximize ROI toward a 1-to-1 ratio for core-growth customers’ job-to-be-done

Explanation: None of the other statements are true.

Question 40

Question #40: What is the secret to world-class VoC & Intelligence?

1. All these approaches combined are necessary for world-class VoC, Intelligence, and CX performance
2. Who to ask: focus foremost on minimizing realities-expectations gaps among high potential customers as the segment to excel with initially
3. What to ask: building from almost-free VoC, setup Expectations VoC and Realities VoC to ask unknown things about moments of truth in their world and then translate findings to your company’s world
4. When to ask: accept feedback anytime and ask for feedback as often as change happens; accelerate change by emphasizing VoC Collaborator and Transformer use of insights

Answer 40

Correct Answer:
All these approaches combined are necessary for world-class VoC, Intelligence, and CX performance

Explanation: All of these statements are true. Ask yourself why they are true, to reinforce your mastery of VoC & Intelligence.