Metrics, Measurement & ROI Review Flashcards by Stephanie COmo

Giving your customer-facing employees the agency to make decisions and take action will most likely minimize which of the following?

ROI

Employee turnover

Customer Effort

Cost of doing business

Customer Effort

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Which of the following measurements uses a series of questions asking customers to rate their satisfaction with a company from very dissatisfied to very satisfied?

CES (Customer Effort Score)

WoMi (Word of Mouth index)

CSAT (Customer Satisfaction)

NPS (Net Promoter Score)

CSAT (Customer Satisfaction)

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Which of the following is suggested for companies wanting to build their own CX ROI Model?

Enlist the CFO

Use existing metrics and be conservative

Create a simple story and organize results

All the above

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A corporate marketing team has decided to launch a grassroots campaign to curb customer attrition. Which of the following is the team most likely to do?

Consult with all the firm’s customers no matter how many there are

Gather input from every part of the business

Earn an audience with every member of staff no matter how time-consuming it may be

Maintain control over the voice of the customer

Gather input from every part of the business

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Which of the following do typical business cases rely on for Cost-Benefit Analysis?

Loyalty metrics

Financial metrics

Value metrics

Customer Effort Score

Financial metrics

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Which of the following is most popular measurement metric tool for the intended behavior of a customer?

National Customer Survey Score

Customer Experience Index

Net Promoter Score

American Customer Happiness Index

Net Promoter Score

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An example of a forward-looking financial metric is which of the following?

NPS (Net Promoter Score)

CSAT (Customer Satisfaction)

CES (Customer Effort Score)

CLV (Customer Lifetime Value)

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Which of the following should be one of the first priorities of a business?

Address inventory control

Maximize efforts to meet customers’ needs prior to interaction

Minimize necessary interactions with Customer Service contacts

Minimize any problems and to avoid the need for customers to contact Customer Service about problems

Maximize efforts to meet customers’ needs prior to interaction

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Which of the following statements is true?

Increases in customer retention and acquisition are the result of successful marketing strategies.

Firms need to be careful not to make decisions about customer acquisition and customer retention in isolation.

Both a and b

Neither a nor b

Both a and b

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Which of the following statements is mostly true?

The evaluation of service quality is distinct from the assessment of experience quality.

The evaluation of service quality is the same as the assessment of experience quality.

The evaluation of service quality is comparable to the assessment of experience quality.

The evaluation of service quality is unrelated to the assessment of experience quality.

The evaluation of service quality is distinct from the assessment of experience quality.

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Which of the following is the best way to increase retention of a company?

Customer loyalty

Low prices

Customer service

Variety of touchpoints

Customer loyalty

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Adopting an effective measurement practice will allow a company to understand which of the following about a good or bad experience?

Goals

Costs

Drivers

Ideas

Drivers

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All the following are measured by a descriptive, qualitative metric EXCEPT:

Likelihood to recommend

Call and email volume

Average call time

Website visits

Likelihood to recommend

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The first step for companies to build an explicit link to value begins with which of the following steps?

Link what customers say to what they do.

Analyze the historical performance of real customer cohorts.

Look at the trend to take a forward-looking view.

Develop a hypothesis about customer outcomes that matter.

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Purchase intent, churn, and word of mouth are examples of which of the following?

Common loyalty metrics used mainly in retail businesses.

Common loyalty metrics used in business today.

Common loyalty metrics which remain unquestioned.

Common loyalty metrics used too often in business today.

Common loyalty metrics used in business today.

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Organizations can further reap the benefits of a customer-centric survey program model by doing some or all the following EXCEPT:

Structure the survey to match the interaction

Do not let customers see the feedback others provide causing unneeded influence

Communicate how feedback is being used

Let customers track follow-up activities

Do not let customers see the feedback others provide causing unneeded influence

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Which of the following determines the real causes of your customer experience problems?

Emotion metrics

Emotion analysis

Cause metrics

Root cause analysis

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Which of the following is not a company’s touch-point?

Employees and channels

Systems

Products and services

Customer perceptions

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Which of the following defines referral economics?

Value of individual purchase behaviors – how much a customer spends with the company over a given period

The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth

Both a and b

Neither a nor b

The amount of new business that is gained—or lost—as a function of the messages that individual customers share via word of mouth

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Collecting feedback from agents is good advice for which of the following best practices?

Align the organization for success

Design a framework for customer knowledge management

Continually improve customer knowledge management practices

Focus on the agent experience

Continually improve customer knowledge management practices

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Which statement best summarizes what market researchers must do related to customer experience?

Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.

Market Researchers need to measure customer experience only before service encounter(s) and account for both direct and indirect contacts and peer influences.

Market Researchers need to measure customer experience only after the service encounter(s) and account for both direct and indirect contacts and peer influences.

Market Researchers need to measure customer experience before and after the service encounter(s) but not account for indirect contacts and peer influences.

Market Researchers need to measure customer experience before and after the service encounter(s) and account for both direct and indirect contacts and peer influences.

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Relying on complex predictive models if business rules are sufficient is a best practice for:

Aligning key business imperatives

Delivering next best actions through priority interaction channels

Using trustworthy data to inform next best actions

Driving next best actions with advanced analytics and rules

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Which of the following strategies is useful for in-depth follow-ups and engagement?

Always follow-up personally with every single person who submits an NPS survey

Send prepared responses to those who respond to an NPS survey

Respond only to NPS surveys with scores of seven or below

Respond only to NPS surveys with scores of nine or ten

Always follow-up personally with every single person who submits an NPS survey

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Which of the following is transforming relationship marketing from its initial database orientation into collaborative relationships with customers?

Better consumers

The Internet

Lower profit margins

Greater demand for products

The Internet

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Find the correct Net Promoter Score using the given raw data: Detractors = 130, Passives = 120, Promoters =250 26 50 120 24

Which of the following core constructs includes the degree to which the company offered caring, individualized attention? Tangibles Reliability Responsiveness Empathy

Empathy

Which of the following is an example of a customer feedback channel? Focus groups Data from inbound customer letters, phone calls and emails Feedback that is posted openly on social media websites, blogs and review sites All the above

All the above

Adopting an effective measurement practice will allow a company to know with certainty how your customer felt about which of the following? The interaction with the employee The experiences provided Their thoughts about returning All the above

All the above

Which of the following is the most useful measuring tool after customer service interactions, website visits, online checkouts, and purchases or sales interactions? Net Promoter Score (NPS) Customer Effort Score (CES) Customer Satisfaction Score (CSAT) Customer Lifetime Value (CLV)

Customer Effort Score (CES)

Observations, case studies, and surveys are included as methods for which of the following types of research? Descriptive Correlational Explanatory Systemic

Descriptive

Which of the following types of research is related to the what, when, where and who? Descriptive Correlational Explanatory Systemic

Descriptive

Creating loyalty, driving advocacy, and increasing the share of wallet is a part of which of the following business outcomes? Loyalty Acquisition Efficiency Retention & Growth

Retention & Growth

All the following could be responsible for the poor performance of a business EXCEPT: Business model Management priorities Customers Auditing

Auditing

Which of the following best defines first response time? The average amount of time it takes for a customer to get an initial response to their support issue. The average amount of time it takes to resolve a customer support interaction from start to finish. The time spent interacting with customers on calls, email, chat or anything else—as well as the time between interactions. None of the above

The average amount of time it takes for a customer to get an initial response to their support issue.

The standard NPS scale does NOT include which of the following categories? "Passives" "Detractors" "Promotors" “No Answer”

“No Answer”

To grow a store’s customer base, the retailer needs information about which of the following? Spending habits of current consumers Consumers who are shopping at competitors’ stores Consumers who are not currently shopping at its store Both B and C

Consumers who are not currently shopping at its store

To utilize metrics and measurements and to communicate them across organizations and provide visibility across different functions to allow users to find and see the root causes of pain points, which of the following can be developed? Blogs Dashboards Communication tools Applications

Communication tools

Which of the following do you first need to understand to choose which customer experiences you want to measure? The employees' roles in the customer experience. The perceptions of discrete, end-to-end customer journeys. The big picture, or broad view of the overall customer experience over time. The customers' views related to the brand.

The big picture, or broad view of the overall customer experience over time.

Which of the following includes social media listening and analytics capabilities? Customer experience strategy and design Customer experience information management Customer experience insights Customer experience delivery

Customer experience insights

Which of the following is an example of social experience? Satisfaction that attached to a brand, degree of experiencing critical incidents, invest more in their relationships than other customers The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media Sensation or knowledge acquisition resulting from some level of interaction with different elements of a context created by the service provider Perceptions about the shopping carts

The relationship with others and society, impacts toward individual through family, schooling, peer groups, and mass media

Which of the following statements best defines an experience-audit? A tool that is used to systematically investigate the present experiences of the customers and to elucidate the emotional responses of customers toward any clue. Considers what is right and wrong about the experience your customers have with you – not just in rational and functional terms but also in emotional terms. Both a and b Neither a nor b

Both a and b

Which of the following may occur if a customer is engaged with a brand? They are likely to enjoy the interaction with the company. They may participate in the design of products and services. They may contribute to the products and services offered. All the above

All the above

Promoters, passives, detractors; the perception of organization over time; and comparisons between organizations are elements of which CX metric? ASCI (American Customer Satisfaction Index) NPS (Net Promoter Score) WoMi (Word of Mouth index) CES (Customer Effort Score)

NPS (Net Promoter Score)

A customer experience scorecard is a process that links metrics together and can be a strategic tool which focuses the organization on which of the following? Loyalty Satisfaction Advocacy Customer value creation

Customer value creation

What statement best describes the use of self-service channels for customers? They are stagnant They are decreasing They are increasing None of the above

They are increasing

"Did it meet needs?", "Was it easy?", and "Did they enjoy it?", are all questions related to a customer's experience that will measure which of the following? Loyalty Perceptions Ideas Feedback

Perceptions

Which of the following types of research deals with everything that can be counted and studied which has an impact on the experience of customers? Descriptive Correlational Explanatory Systemic

Descriptive

All the following are the results of an effective measurement program for a company EXCEPT: Capture what happened during a customer interaction Discover the cost of doing business with another company Discover whether the customer is willing to recommend Discover how the customer felt about an interaction

Discover the cost of doing business with another company

Which of the following includes alignment of incentives to customer experience performances? Customer experience strategy and design Customer experience information management Customer experience insights Customer experience delivery

Customer experience strategy and design

Courtesy, empathy, rapport, warmth, and trust are examples of which of the following? Emotional elements that are an important part of the experience at many customer touchpoints Expected characteristics of a company’s employees Rational needs of a customer that must be fully appreciated and addressed None of the above

Emotional elements that are an important part of the experience at many customer touchpoints

Customer calling to resolve billing issues is a customer experience that would be measured by which of the following metrics? Perception metrics Outcome metrics Price metrics Descriptive metrics such as customer effort score

Descriptive metrics such as customer effort score

When creating a customer experience measurement framework, which of the following is the first step? Choosing the customer experiences to measure Choosing customers to follow Choosing employees to shadow Choosing a plan that is least costly

Choosing the customer experiences to measure

Which of the following helps to develop tactical KPIs (Key Performance Indicators)? NPS CSAT SERVQUAL CES

SERVQUAL

Measurement informs decisions, and metrics are most valuable when used for which of the following reasons? Identify and fix customer problems Train employees in CX strategies Lessen staff turnover Increase brand loyalty

Identify and fix customer problems

Which of the following statements is true regarding the CES (Customer Effort Score)? It tends to only apply to the whole customer experience and not to customer interactions. It tends to only apply to customer interactions and not to the whole customer experience. It tends to apply to both customer interactions and the whole customer experience but does not allow for changes. It tends to apply to both customer interactions and the whole customer experience but does not allow for specific conclusions to be made.

It tends to only apply to customer interactions and not to the whole customer experience.

Drive all Customer Relationship Management initiatives from a common repository of decision logic is good advice for which of the following best practices for customer relationship management? Aligning CRM next best actions with key business imperatives Delivering next best actions through priority interaction channels Using trustworthy data to inform next best actions Driving next best actions with advanced analytics and rules

Driving next best actions with advanced analytics and rules

Measurement can do which of the following? Set customer benchmarks for a successful relationship Define key performance indicators for customers and business Provide strategic level information and detailed information for operations at the granular level All the above

All the above

Which of the following best describes an effective current customer experience measurement program? It must be simplified as much as possible, seeking information about revenue and profit growth. It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth. A massive amount of data needs to be collected to discover the ties between revenue and profitability growth. Human behavior must be captured using only one metric such as the NPS (Net Promoter Score) or the CSAT (customer satisfaction).

It cannot be overly complex or too simplified and must have direct ties to revenue and profitability growth.

Being on hold for five minutes is a customer experience that would be measured by which of the following metrics? Perception metrics Outcome metrics Price metrics Descriptive metrics

Descriptive metrics

Metrics and measurement focus on the mechanics of measuring the customer experience to ensure your organization is which of the following? Reasonably competitive Attain brand awareness Somewhat Profitable Customer-centric

Customer-centric

"Did not purchase from the store again." is a customer experience that would be measured by which of the following metrics? Descriptive metrics Outcome metrics Price metrics Perception metrics

Outcome metrics

The higher the Customer Experience score means which is most likely? The higher number of number which will defect The lower number of customers who intend to defect No change in the number of customers who defect The change depends on the industry

The lower number of customers who intend to defect

Which of the following is ensured as a focus on customer effort at each customer touchpoint? There is effective and efficient delivery across the entire customer journey Resource allocation is appropriately balanced in efforts Both a and b None of the above

Both a and b

All the following are different features customer experience includes EXCEPT: Need to be worth remembering Negative elements which can divert customers’ attention from the experience Experiences need to appeal to as few senses as possible as not to overwhelm the customer Every experience is personal

Experiences need to appeal to as few senses as possible as not to overwhelm the customer

Which of the following explains the increase in the number of available marketing metrics? Increases in database technology Advent of new channels of distribution for products and services Identification of new drivers of customer and firm value All the above

All the above

All the following are measured by an outcome metric EXCEPT: Call resolution rate Likelihood to recommend Likelihood to purchase Likelihood to switch to a competitor

Call resolution rate

Which of the following results indicates how customer experience affects loyalty? It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty. There is little correlation with repurchase but affects many aspects of loyalty. It correlates with repurchasing but does not affect many aspects of loyalty. There is no correlation between CX, repurchasing or aspects of loyalty.

It correlates with repurchasing and not leaving for another company. Therefore, it affects many aspects of loyalty.

In the last quarter, ABC Widgets started with 10,000 customers and during the same quarter they lost 250 customers. Which of the following is ABC Widgets' churn rate? 97. 50% 2. 50% 40% Not enough information to determine the rate

2.50%

Contemporary retailing has evolved from being a buying ritual in the exchange process to delivering: A joyful shopping experience Satisfied consumers Higher company profits Excellent customer service

A joyful shopping experience

For which of the following do respondents specify their level of agreement or disagreement on a symmetric agree-disagree scale for a series of statements? Descriptive metrics Outcome metrics Likert scales Meta-analysis

Likert scales

Which of the following revenue areas is related to the likelihood to repurchase? Retention of existing business Save business after a bad experience Sell new offerings Word of mouth

Retention of existing business

All the following are use of Customer Intelligence EXCEPT: Adapt and evolve Reduce the amount in TAT (Turn Around Time) Provide input without monitoring process on output Assessment of Production Quality

Provide input without monitoring process on output

Which of the following revenue areas is related to the amount of business that comes from new business? Retain existing business Save business after a bad experience Sell new offerings Word of mouth

Sell new offerings

Common single CX metrics include which of the following? Net Promoter Score Word of Mouth Index Customer Effort Score All the above

All the above

All the following are measured by a descriptive metric EXCEPT: Likelihood to recommend Call and email volume Average call time Website visits

Likelihood to recommend

In general, which of the following best states the conclusion of research models? A customer’s perception of a company is developed because of their interaction across multiple-channels, not through one individual transaction or moment in time. A positive and effortless customer experience can result in increased customer satisfaction, loyalty, and advocacy. Both a and b Neither a nor b

Both a and b

Which of the following is a common thread that runs through all the deﬁnitions of "Customer Experience"? Memorable events A series of clues Managing and measuring customer touchpoints Customer corridor

Managing and measuring customer touchpoints

A department could focus on a set of goals and priorities without any consistent or overarching goal to tie them together. Such management policies would lack which of the following? Alignment Focus Willpower Direction

Alignment

Which of the following best describes what really matters with respect to the usefulness of the various metrics available to companies? It is largely dependent on how it is used, and on the extent to which it is embraced within an organization. The relative cost of the metric when compared to improvements in customer service The ease of a specific metric and if it can be used efficiently and effectively The timing of a metric, cost per customer, and the meaningfulness of results

It is largely dependent on how it is used, and on the extent to which it is embraced within an organization.

Which of the following includes overall customer satisfaction and the customers’ satisfaction with specific aspects of the customer experience? Perception metrics Descriptive metrics Outcome metrics Meta-analysis

Perception metrics

A product manufacturer and its distributor must align themselves digitally to meet customer needs. To accomplish this, the manufacturer could follow all these action plans EXCEPT: Align the digital strategy to the customer experience lifecycle Develop actionable use-case scenarios Validate use cases Divest itself of products

Divest itself of products

Which of the following explains the main reason for the original use of marketing metrics? It was to justify marketing spending. It was due to the desire to measure everything from levels of customer satisfaction to the number of unique clicks to a website. It was to discover some quantifiable measure of any number of business goals. It was due to the need to discover firm performance levels.

It was to justify marketing spending.

Which of the following are observable characteristics of customer interactions such as when, where and through what channel customers interacted with the company? Perception metrics Descriptive metrics Outcome metrics Meta-analysis

Descriptive metrics

All the following must be done by customer experience professionals who need to make the case for improving customer experience EXCEPT: Invite customer input Plug actual numbers into a complex, hard to understand model Include cost savings Wrap numbers in a compelling story

Plug actual numbers into a complex, hard to understand model

Which of the following allows organizations to quantify customer experience quality in a consistent manner across the enterprise? Customer-centric culture Customer experience strategy Organizational adoption and accountability Measurement, metrics, and ROI

Measurement, metrics, and ROI

The foundation for the NPS starts with the: The moment a customer decides to purchase a product or service The overall factors of the reasons a customer chooses to make a purchase The very first interaction a customer has with a company and builds with each subsequent encounter None of the above

The very first interaction a customer has with a company and builds with each subsequent encounter

All the following are important regarding making information data trustworthy for a company EXCEPT: Questions must target the right customers They must be the right questions Only ask questions following a sale Asking questions at the right time

Only ask questions following a sale

Which of the following strategies will help reduce customer effort? Predict follow-up questions and address them proactively Train reps to navigate the emotional side of service Make self-service easy Ask your frontline team for feedback

Ask your frontline team for feedback

Which of the following is the calculation for customer churn rate? Total number of active customers divided by number of customers lost The number of customers lost subtracted from total active customers divided by total customers The number of customers lost divided by total number of active customers The total number of active customers minus lost customers divided by total customers

The number of customers lost divided by total number of active customers

Customer experience, as it is known today, began with which of the following? Customer service desks in business places Automated call routing technology for call centers Clerks helping customers All the above

All the above

Which of the following statements is true? Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success. Positive “word of mouth” spread on the Internet has been shown not to be an important indicator of future success. Positive “word of mouth” spread on the Internet has been shown to have little impact as an indicator of future success. None of the above

Positive “word of mouth” spread on the Internet has been shown to be an important indicator of future success.

"What did the customer think about the interaction?" is the question answered by which of the following customer experience metric types? Perception metrics Outcome metrics Price metrics Descriptive metrics

Perception metrics

Promoters, passives, and detractors were the first to become part of which of the following measurement methods? CES (Customer Effort Score) NPS (Net Promoter Score) WoMi (Word of Mouth index) CSAT (Customer Satisfaction)

NPS (Net Promoter Score)

All the following are strategic KPIs (Key Performance Indicators) EXCEPT: NPS CSAT CES SERVQUAL

SERVQUAL

Which of the following questions is important to ask for meeting criteria when using NPS or other metrics? Is the metric sensitive to changes in business performance? Does it link to meaningful customer and ﬁnancial outcomes? Is it actionable at both the frontline and an organizational level? All the above

All the above

Which of the following core constructs includes the appearance of physical facilities, equipment, and personnel? Tangibles Reliability Responsiveness Empathy

Tangibles

Adopting an effective measurement practice will allow a company to get actionable insight to the relevant people in which of the following? The customer experience map The customer experience system The customer experience results The customer experience ecosystem

The customer experience ecosystem

Descriptive metrics for customer experience measurement are most likely captured using which of the following? Surveys Text mining Analytics systems Surveys and/or analytics

Surveys and/or analytics

Which of the following does customer satisfaction ultimately lead to? Builds market share profitably, thus improves shareholder value Improves cash flow Improves customers’ commitment and relationship to the firm All the above

All the above

Which of the following best summarizes conclusions related to service setting research? Elements such as service settings with atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality. Though many customers are educated they tend are not concerned with excellent products and service quality. Studies are not significant because of their limitations. None of the above

Elements such as service settings with atmosphere, customers’ emotional perceptions, elaborate physical surroundings, and companionship are identified as critical to experience quality.

Metrics, Measurement & ROI Review Flashcards

(100 cards)