6c. All Competencies: Bartlett Booklet for CCXP Exam

Question 1

Which of the following is the BEST way to gain executive buy-in to a Customer Experience program?

A) Show examples of other businesses that have improved revenue using CX approaches
B) Build an alliance of influencers within the organization and have them co-present to the CEO with you
C) Show how CX metrics can tie to existing business metrics
D) Explain to the CEO that if the organization does not act quickly, it will miss the CX boat

Answer 1

C) Show how CX metrics can tie to existing business metrics

Everything in the world of CX comes back to the bottom line. An executive leadership team is more likely to back a CX program if they are confident that it will pay dividends.
Thus options B and D are not correct. This leaves us with a choice between A and C. Whilst A could be very useful, C is a much more exact approach where a clear link can be made between CX metrics and business metrics.

Question 2

You have been asked to help a business that is struggling to implement a VoC strategy. The lead CX strategist worked alone and walked out in the middle of the project on bad terms; nobody seems to know where anything stands. After gathering all of their retrievable documentation, what is the next BEST course of action?

A) Inventory known existing surveys and listening posts to try and establish a baseline
B) Analyze data and look for existing VoC data patterns
C) Call the person who left and see if you can pick their brains about where they were in the process
D) Ask frontline staff for help

Answer 2

A) Inventory known existing surveys and listening posts to try and establish a baseline

In order to implement a strategy of any kind you first must know where you are starting from, so you know what needs to be improved. The question states that nobody seems to know where the CX work stands. Thus A is the correct answer as you will need to take stock of the work conducted so far as part of a larger effort to baseline where the organization currently stands from a CX perspective.

Question 3

Which of the following is the BEST way to try to ensure success when implementing a new CX program?

A) Pick the perfect set of Metrics
B) Buy the best analytics software
C) Align the organization
D) Hire the best CX team

Answer 3

C) Align the organization

The best way to ensure a successful CX implementation is to make sure that the organization is coordinated and aligned.. A, B and D are all tactical solutions that may work in individual silos but not necessarily across the business.

Question 4

When sharing CX data with employees, which of the following is the BEST strategy:

A) Share all CX data whenever it is available
B) Share key data at quarterly meetings
C) Share key data across the organization, with tailored information for each team
D) Share all CX data weekly

Answer 4

C) Share key data across the organization, with tailored information for each team

When sharing CX information within an organization, we should remember that relevant information should be shared with everyone. B and D focus on very specific times which will cause information gaps. A is a good answer but will cause irrelevant information to also be shared.

Question 5

Which of the following is the WORST approach to CX improvement:

A) Ensure issues are prevented from re-occurring
B) Adding wow moments to delight customers
C) Fix inconsistent experiences
D) Reducing pain points across key touchpoints

Answer 5

B) Adding wow moments to delight customers

When looking to improve customer experiences, reliability always trumps ‘wow’ moments or attempts to ‘delight’ the customer. Negative experiences are more likely to hurt you than positive experiences are to help you. With that in mind, A, C and D all do a good job of making experiences more reliable, consistent and less painful.

Question 6

Which of the following is the BEST way to engage employees in CX efforts?

A) Put a CX Strategy Plan on the Intranet for them to read
B) Have Frontline staff share customer stories every week
C) Send weekly communications stressing customer-centricity
D) Implement regular training and coaching across the business

Answer 6

D) Implement regular training and coaching across the business

The best way to engage employees in CX efforts is to engage their hearts and minds. People are far more engaged with actions than words; A is too passive. C is just words in an e-mail, which may or may not be read. And B will be great for front line staff, but will have no impact across the rest of the organization.

Question 7

Which of the following is NOT TRUE

A) Every touchpoint can affect a Customer’s experience
B) The overall experience is more important than individual touchpoints
C) Touchpoints are typically designed by the organization
D) Only moments of truth can affect a Customer’s experience

Answer 7

D) Only moments of truth can affect a Customer’s experience

We know that at every moment a customer interacts with a business, there is a possibility for the customer’s experience to be affected. So we know A is true. Research has shown that the overall experience is more important to the consumer than individual touchpoints. So we know B is also true. And touchpoints are typically designed by the business as they are operational in nature. So C is also true. However Moments of Truth, whilst being the most important touchpoints, are not the only ones that can affect a customer’s experience.

Question 8

What is the BEST way to begin building a strong customer centric culture?

A) Hire people with a natural affinity for customers
B) Train staff regularly in customer centricity
C) Share customer stories regularly across the business
D) Build a Customer Room

Answer 8

A) Hire people with a natural affinity for customers

Culture is what you do when your boss is not in the room! You can provide all of the training possible (B), share stories across the business (C) and even implement a Customer Room (D). But if you don’t hire the right people who genuinely care about customers and have natural listening and empathy skills, you are going to find it an uphill battle. The best way to build a strong customer-centric culture is to hire the right people who can then be nurtured with little effort.

Question 9

Which of the following techniques will help place data into mutually exclusive categories as part of VoC insight generation?

A) Regression Analysis
B) Discriminant Analysis
C) Class-based Analysis
D) Correlation Analysis

Answer 9

B) Discriminant Analysis

Discriminant analysis is used to place data into mutually exclusive categories.

Question 10

Which of the following is the best spark to jumpstart VoC efforts?

A) Gathering VoE (Voice of the Employee)
B) Empathy training
C) Inventory of surveys and listening posts
D) Bring in a consulting firm to talk to employees about VoC

Answer 10

A) Gathering VoE (Voice of the Employee)

It is possible to jump-start a VoC effort by using VoE. The voice of the employee is often coupled with VoC efforts but if no VoC data is available, VoE will provide some very useful information to jump-start the initiative. B will help staff learn to be more empathetic. C will provide a good list of what CX outreach currently exists. And D will also be very educational for staff. However none of these can start generating insights.

Question 11

Which of the following is the WORST way to prioritize CX improvement projects?

A) Keep a top-ten list of CX Improvement Projects
B) Prioritize by importance to customer and importance to the business
C) Prioritize by Asset Class
D) Prioritize by lowest rated touchpoints

Answer 11

D) Prioritize by lowest rated touchpoints

This question is all about prioritization and trying to find the WORST way of approaching prioritizing CX Improvement initiatives.

In general, A is considered a best practice and should be constantly updated. B is considered the de facto way to prioritize, using a prioritization matrix and may actually lead to populating the list in option A. C is also an established method of prioritizing CX improvement projects based on the customer value.

We should be wary of using touchpoints alone in prioritization. This is due to their operational nature and temptation to focus on the business perspective more than the customer.

Question 12

Which of the following is the WORST technique to learn more about why a customer had a bad experience?

A) Ethnographic research
B) Open-ended survey questions
C) One-on-one interviews with the client
D) Analyzing Issue Description in the Ticketing system

Answer 12

D) Analyzing Issue Description in the Ticketing system

The key to this question is WHY. WHY did the customer have a bad experience? A and C are likely to be the best techniques to solicit the WHY. This is because actions are more reliable than words. Being able to observe the client or interact with them one-on-one will most certainly yield a lot of useful, qualitative data. D is limited to a description field in a ticketing system, whereas B is open-ended and will contain a lot more detailed information.

Question 13

Which of the following call center data will BEST help us to understand if re-occurrence of an issue is being prevented?

A) Ticket reopened
B) Ticket Resolved on first contact
C) Issue Type
D) Resolution time

Answer 13

C) Issue Type

The question refer to re-occurrence of an issue is being prevented for all customers, not just the one.

The key to this question is using the data fields to UNDERSTAND if an issue has re-occurred. A tells us if the resolution was UNSUCCESFUL first time around. B tells us if the customer service rep was able to RESOLVE the issue on their first attempt. D tells us HOW LONG it took to resolve the ticket. None of these can help us understand if the issue is re-occurring.
The Issue Type, however, does. If we see the issue popping up on ticketing data over time, then we know the issue has not truly been fixed. If we never see that issue appear again, we know it was likely prevented from occurring.

Question 14

Which of the following is always NOT TRUE?

A) The overall experience matters more to customers than individual touchpoints
B) You should understand customer journey stages before touchpoints
C) Only moments of truth change how a customer feels about an experience
D) The higher the perceived value, the more a customer will be willing to pay

Answer 14

C) Only moments of truth change how a customer feels about an experience

This question is looking for which answer is always not true. By process of simple elimination, we know that A is true. B is also true, as illustrated in Principle 4. And Principle 3 teaches us about value and why D is also true. As already discussed in question 7, Moments of Truth are not the only touchpoints that can change how a customer feels about an experience.

Question 15

After performing a correlation analysis, you notice one variable, X, is trending upwards as the other, Y, trends downward. Which of the following statements is TRUE about this scenario:

A) X going up causes Y to go down
B) X going down causes Y to go up
C) X has a negative correlation with Y
D) X has a positive correlation with Y

Answer 15

C) X has a negative correlation with Y

A and B can be immediately ruled out as we know correlation is not causation. Therefore the correct answer is either C or D. And we know that when one value moves up as one moves down (i.e. they move in different directions) this is known as Negative Correlation.

Question 16

Which of the following is MOST LIKELY to cause poorly coordinated execution?

A) Poor communication
B) Poor training
C) Poor culture
D) Poor customer skills

Answer 16

A) Poor communication

They key to this question is the word ‘coordinated.’
Coordination is likely to be affected by communication more than any of the other items.

Question 17

Which of the following is the BEST case for iterative prototyping by the business?

A) A new training course for employees
B) A new performance management system for employees
C) A new product add-on for customers
D) A new pricing structure for customers

Answer 17

C) A new product add-on for customers

Iterative Prototyping is something that happens between businesses and customers to rapidly create a solution. Therefore options A and B can be discarded.
Rapidly changing pricing structures with a client (D) is not likely to make a good impression and will lower their confidence in the business.

Question 18

Which of the following is the LEAST important skill when leading a CX transformation project:

A) Being able to mobilize others
B) Translating customer metrics into company KPIs for executives
C) GANTT chart skills
D) Storytelling skills

Answer 18

C) GANTT chart skills

This questions tests your knowledge of Leadership functions Vs Management.
Leading a CX transformation means being able to influence others to join or support your cause. Whilst being able to project manage using GANTT charts is a good skill, it is low down on the list of what is required from a great leader and falls more into management.
A is clearly an influencing skill.
B, whilst a little more technical, is involved with influencing leadership.
D is a classic influencing technique to build empathy.
C is the correct answer.

Question 19

Which of the following is NOT an attribute of Design Thinking?

A) Divergent thinking
B) Use of metaphor
C) Use of prototyping
D) Brand thinking

Answer 19

D) Brand thinking

All of the items listed in this question are facets of Design Thinking, except for D.

Question 20

All of the following are key elements of a Customer Journey Map, EXCEPT:

A) Customer Persona
B) Customer Steps
C) Emotion Graph
D) Timeline

Answer 20

A) Customer Persona

Customer Persona (A) is who we build the journey map for. The elements we put on our map are Customer Steps (B), Emotions as a graph along the journey (C) and the Timeline (D). They are all parts of a Customer Journey Map.

Question 21

All of the following are key elements of a Customer Persona, EXCEPT:

A) Expectations
B) Years in position
C) Key pain points
D) Most important tasks

Answer 21

B) Years in position

Personas should emphasize expectations (A), and list key pain points (C) as well as the most important tasks they are trying to complete (jobs to be done) (D).

Question 22

Which of the following is NOT a type of CX metric?

A) Prescriptive
B) Descriptive
C) Outcome
D) Perception

Answer 22

A) Prescriptive

Descriptive (B), Outcome (C) and Perception (D) are all types of CX metrics.

Question 23

All of the following are highly likely to involve exposure to new risk, EXCEPT:

A) Expanding operational processes
B) Expanding offerings to new customer segments
C) Expanding products to new markets
D) Expanding sales to reach more customers in existing segments

Answer 23

D) Expanding sales to reach more customers in existing segments

Any time you increase or change the way you operate (A), expand your customer segments (B) or increase your product offerings (C) you are highly likely to become exposed to new risk. Increasing sales to a customer segment you are already familiar with (D) is not likely to add any new risks.

Question 24

Which of the following is NOT a likely benefit of closing the loop with customers:

A) Likely increase in Share of Wallet
B) Likely increase in customers providing feedback in future
C) Likely increase in customers who will recommend business
D) Likely increase in future survey response rates

Answer 24

A) Likely increase in Share of Wallet

In her excellent 2012 article, “Tips to Help You Close the Loop with Your Customers”, Annette Franz talks extensively about the benefits of closing the loop with customers.

In her article, she lists B, C and D as likely benefits of closing the loop. However, you are unlikely to increase share of wallet (A) until you act on the feedback and improve the customer experience and perceived value

Question 25

Which of the following is a metric used to capture the percentage of customers with the most positive opinions of your business?

A) Top Box
B) Net Promoter
C) Customer Satisfaction Index
D) Perception

Answer 25

A) Top Box

Top Box (A) is the only option that looks specifically at the % of responses that gave the highest possible rating.

Question 26

Closing the loop lets your customers know all of the following, EXCEPT:

A) Their feedback has been received
B) You value their input
C) Their feedback is going to be used to make improvements
D) You will make the changes they have requested

Answer 26

D) You will make the changes they have requested

Closing the loop with customers is a way to let customers know that their feedback has been received (A), that you value their feedback (B) and that their feedback will be used to make improvements (C). What it does not guarantee is that their suggestions and requests will be implemented.

Question 27

Which of the following can be used to perform Root Cause Analysis?

A) Ishikawa Diagram
B) Pareto Chart
C) A/B Testing
D) Scatter Diagrams

Answer 27

A) Ishikawa Diagram

Pareto Charts (B) are typically used to help prioritize work. A/B Testing (C) is a testing technique to compare two versions of a web site. Scatter Diagrams (D) are used to plot two variables on a graph, typically to test correlation. Ishikawa diagrams (A), also known as fishbone diagrams, are used to help structure thinking in root cause analysis.

Question 28

Which of the following can be used to prioritize issues?

A) Ishikawa Diagram
B) Pareto Chart
C) A/B Testing
D) Scatter Diagrams

Answer 28

B) Pareto Chart

Pareto Charts (B) are typically used to help prioritize work. They are often associated with the 80/20 rule that shows roughly 80% of issues are caused by 20% of the defects, thus helping illuminate the key 20% of work that should be prioritized.

Question 29

Which of the following is the FIRST thing you should do to begin to align silos?

A) Ask the CEO to talk to each business unit leader
B) Meet individually with silo leaders to gain trust and build credibility
C) Hire a high performing CX team
D) Create a cross-functional CX team with members in each business unit

Answer 29

B) Meet individually with silo leaders to gain trust and build credibility

The best way to align the silos is to treat the work like a political campaign and meet with leaders across the organization to gain trust and build credibility (B). Asking the CEO to step in (A) will not help to empower you. Hiring or creating a CX team (C and D) won’t do much in the way of influencing leaders and team members of each silo.

Question 30

A customer makes a to-go order but has to wait in-line for a long time to pick up their food, which irritates them. Which one of the following metrics will BEST capture that this pain point exists?

A) Ease of placing order
B) Customer Effort score
C) Quality of food
D) Bottom Box

Answer 30

B) Customer Effort score

Measuring the ease of placing the order (A) will not help identify the irritating wait which follows placing the order. The same is true for the quality of the food (C) which is also unrelated. Bottom Box (D) is only concerned with the % of customers who gave the lowest rating. Customer Effort (B) measures the amount of effort or hassle a customer has in realizing their job-to-be-done. If they become irritated by the wait, the number on the Customer Effort score will be sufficient to flag there is an issue for follow up.

Question 31

A piece of software purchased for $60,000 generates additional growth revenue of $90,000 over a three year period. What has been its Return on Investment (ROI)?

A) $30,000
B) $90,000
C) 50%
D) 150%

Answer 31

C) 50%

The most basic formula to calculate ROI is:
(Growth - Cost) / Cost = ROI
Therefore this would translate to:
(90,000-60,000) / 60,000
= 30,000 / 60,000
= 0.5 or 50%
Remember ROI is always expressed as a percentage.

Question 32

What is the correct measure to find the most common response to a survey on a scale of 1 to 5?

A) The Mode
B) The Median
C) The Average
D) The Mean

Answer 32

A) The Mode

The Mean (D) and The Average (C) are the same number, which is produced by adding up every response and dividing by the number of responses. The Median (B) is the number occurring at exactly the middle of all responses; if there were 11 responses ranked in order (e.g. 1,1,1,1,1,2,2,3,3,4,5) it would be the 6th number (in this case: 2). The Mode (A) is the response that occurs with most frequency; in this case: 1.

Question 33

Which of the following methods allows a business to understand customer preference by having them compare various features against one another?

A) Conjoint analysis
B) Regression analysis
C) Preferential analysis
D) Quantitative analysis

Answer 33

A) Conjoint analysis

The technique that allows a business to understand customer preference by having them compare various features against one another is known as conjoint analysis (A). B is a statistical technique that involves no customer interaction. C is made up. D is just a broad umbrella term for many different types of numeric techniques.

Question 34

A Customer Experience Team is responsible for all of the following, EXCEPT:

A. Nurturing a single company voice across silos
B. Managing call center restructuring
C. Supporting a CX governance system
D. Supporting functional teams with CX training

Answer 34

B. Managing call center restructuring

The role of the CX team is to integrate and support organizational adoption of CX ownership and best practices across the business. With this in mind, it is very easy to deduce which answer does not relate to CX best practices – B.
Answer A is embodied in Principle 10. Answer C is embodied in Principle 12. Answer D is mentioned as part of Principle 11.

Question 35

What is the BEST way to ensure Customers perceive value during their customer experience?

A. By aligning operational touchpoints with the brand promise
B. By setting low expectations
C. By performing detailed analysis of customer Jobs-to-be-done
D. By shifting funds to execution and letting word-of-mouth dictate marketing

Answer 35

A. By aligning operational touchpoints with the brand promise

The best way to ensure customers perceive value during their customer experience is to ensure their expectations match exactly the delivered experience.
Setting low expectations (B) is not a winning game plan for any business. Performing detailed analysis of customer JTBD (C) is all well and good, but tells us nothing about the follow through and how that may be communicated in the brand promise. Focusing on execution while abandoning marketing (D) completely gives up any control the business may have over setting expectations.

Question 36

Which of the following is the BEST way to motivate employees to focus on the customer?

A. Tell a customer success story at the beginning of every meeting
B. Set up bonuses for all call center staff tied to ticket resolution time
C. Set up bonuses for all staff tied to overall customer satisfaction
D. Create a Customer Room

Answer 36

A. Tell a customer success story at the beginning of every meeting

Bonuses (B and C) are not the best way to motivate employees to focus on the customer, and can many times have a negative effect on the customer experience. Creating a Customer Room (D) is a good idea, but will be worthless unless employees actively engage with it. Storytelling (A) is a fantastic way to bring the realities of the customer into employee’s hearts and minds.

Question 37

What is the BEST method to understand the root cause of why a customer hung up on a staff member and then provided a score of ‘1’ on their NPS survey?

A. Call the customer and ask why
B. Check the history for first contact resolutions for this customer
C. Check the call holding time for this ticket
D. Analyze all operational data for this ticket

Answer 37

A. Call the customer and ask why

Big data cannot tell you WHY. And that is the key word in this question. First Contact resolutions (B), Holding time (C) and all operational data (D) are quantitative in nature. Of the options listed, simply picking up the phone and calling the customer (A) is actually the best way to get to the WHY.

Question 38

A new cinema chain is about to open. Which of the following BEST describes who their competitors are?

A. Other cinema chains in the town
B. Other cinema chains within an hour’s drive
C. Other cinema chains within an hour’s drive, plus on-demand video and DVD stores
D. Any business able to provide entertainment to the customer

Answer 38

D. Any business able to provide entertainment to the customer

This question is concerned with framing a market. Markets should be framed in terms of Jobs to be done. In terms of finding the BEST answer, whichever option provides the broadest estimate while still remaining accurate will be the best.
Thinking in terms of set theory, A is a sub-set of B. B is a sub-set of C. C is a sub-set of D. And D is still accurate.
Whilst providing entertainment might be the best answer, there might still be better answers if the cinema chain does more than simply provide entertainment. If it meets other jobs to be done, businesses also satisfying those JTBD should be considered competitors as well.

Question 39

Which of the following BEST describes a business that has many VoC listening posts and employees who do everything they can for customers, but does not have a process in place to follow through with CX improvements?

A) Strong culture, strong governance
B) Strong culture, weak governance
C) Weak culture, weak governance
D) Weak culture, strong governance

Answer 39

B) Strong culture, weak governance

The business has employees who do everything they can for their customers, which indicates a very strong customer centric culture. This helps us deduce the correct answer to one of two options – A and B. However if the necessary governance structures to help with follow through have not been created, the business will falter in its CX execution. Remember: culture + governance = execution.

Question 40

You are invited to speak to local business owners about Customer Experience. A CEO asks why businesses should care about this domain. Which of the following is the BEST answer?

A) Customer Experience is about doing the right thing
B) Modern business is no longer just about profit
C) Customer Experience provides a path to a competitive advantage
D) Modern business competes exclusively on customer satisfaction

Answer 40

C) Customer Experience provides a path to a competitive advantage

The end goal of adopting a strong CX strategy is to increase value, which ultimately yields an improved bottom line. The CEO’s job is to ensure their business is providing a good ROI to its shareholders and/or owners.
It is incorrect to say that modern business exclusively competes on customer satisfaction (D). Customer satisfaction will likely be one of the metrics a business uses to compete but not the only one. Saying Customer Experience is about doing the right thing (A) might sound nice and fluffy but it is not going to be taken seriously as a reason to adopt CX practices by any CEO.
Saying that modern business is no longer just about profit (B), whilst a statement that many would agree with, is still not a compelling reason to adopt CX practices, as it says nothing specifically about them. The reason needs to resonate with CEOs and convince them that the effort is going to be good for their business in the long run. And studies show that Customer Experience does provide a competitive advantage.