VOC, Customer Insight & Understanding Review Flashcards by Stephanie COmo

Which of the following voice of the customer best practices BEST represent a company’s preparedness to respond and act on customer feedback?

Close the feedback loop

Know what the feedback says

Open the gates to customer feedback

Take real and deliberate action

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Which of the following types of validity is used to tell how well an instrument covers the range of meanings included with a concept that is being measured?

Content validity

Construct validity

Face validity

Criterion-related validity

Content validity

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What is a critical way to foster a positive employee experience that will, in turn, lead to a positive customer experience?

Stress the idea that abiding by policy is more important than customer satisfaction

Empower the teams on the front lines to make their own decisions

Focus on measures of individual success, not that of the total enterprise

Reward employees who win new customers but not those who nurture and maintain existing ones

Empower the teams on the front lines to make their own decisions

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Which of the following steps in capturing the voice of the customer is BEST described as determining who the end user of the product or service is?

Capturing customer wants and needs

Customer identification

Organizing the data

Scoping the innovation

Customer identification

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A voice of the employee program can best be described by which of the following statements?

Program used for employees to submit ideas for improving their workspace.

Program used for employees to submit ideas for improving customer experience.

Program used for customers to submit ideas for improving the experience with employees.

Program used for employees to submit ideas for improving the experience with other employees.

Program used for employees to submit ideas for improving customer experience.

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Which of the following predominant micro-moments do customers generally look for information on how to use a product or complete a product-related task?

“I Want to Go” Moments

“I Want to Know” Moments

“I Want to Do” Moments

“I Want to Buy” Moments

“I Want to Do” Moments

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All of the following are activities used to achieve the goal of collecting and analyzing customer voice EXCEPT:

Assess and prioritize customer needs based on their frequency, value, and impact

Assign ownership of stakeholder needs by analysts’ specialization

Develop qualitative and quantitative customer feedback mechanisms

Illustrate the impact of customer perceptions and use of products

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Which of the following departments is MOST critical in joining a voice of the customer study team within a company?

Accounting department

Customer service department

Human resources department

Finance department

Customer service department

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Which of the following BEST defines “Customer Segment Personas”?

Customer profile information collected during a specific time period

Detailed profile of fictitious customers based on demographic representation of customer group

Detailed profiles of current customers purchasing goods or services from a company

Profile pictures and generic contact information of customers within a clientele database

Detailed profile of fictitious customers based on demographic representation of customer group

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“Which of the following contexts in moments of truth goes back to CX’s foundational tenet, where the sum total of a customer’s interactions determines how the customer feels about their relationship with the organization?”

Relationship context

Personal context

Real-time situational context

All the above

Relationship context

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“People power” requires that you also develop metrics for evaluating the use and impact of which of the following?

Specific brand alignment

Specific brand behaviors

Specific brand notices

Specific brand cost

Specific brand behaviors

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Which of the following types of validity is used when the results from the instrument accurately relates/predicts some kind of external variable?

Content validity

Construct validity

Face validity

Criterion-related validity

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The majority of customer insights will come from which of the following?

Employees

Customer call teams

Customers

Other sources

Customers

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The seven stages of the Customer Relationship Lifecycle (CRL) include all the following EXCEPT:

Awareness and Knowledge

Consideration and Selection

Responsibility and Action

Satisfaction and Loyalty

Responsibility and Action

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Which of the following customer complaint barriers MOSTLY leads to wasting time because of too much reaction to customer complaints?

Dealing with minor complaints

High complaint barriers

Low complaint barriers

Passive attitudes to the voice of the customer

Dealing with minor complaints

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Which of the following visually illustrate a particular persons’ activities over time?

Journey maps

Personas

Touchpoints

VOC

Journey maps

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The following are resources necessary to establish a “Customer Insights” team EXCEPT:

Buy-in from stakeholders

Dedicated centralized program manager

Funding for tools, resources, and research

Outsourcing of survey tools and contact processes

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Which of the following central facets from a company’s perspective in a Voice of the Customer program includes encompassing both qualitative and quantitative customer feedback?

Comprehensiveness

Responsibility

Actionability

Accountability

Comprehensiveness

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Which of the following tools is used during the process of capturing customer wants and needs when determining the voice of the customer?

A boundary diagram

A house of quality

A quality functional deployment

An analytical survey

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Which of the following will lay the groundwork for each of the customer experience disciplines?

Voice of the customer and customer understanding

Customer-centric culture

Experience design and improvement

Customer experience strategy

Voice of the customer and customer understanding

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Which of the following is conducted when market researchers make video recordings of customers not only using products but also completing a range of typical tasks?

Systematic Observations

Contextual interviews

Quantitative research

Personal interviews

Systematic Observations

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In the customer lifecycle, which of the following stages BEST represents the user’s perception of the brand?

Agree/get

Awareness

Consume

Interact

Awareness

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Which of the following is defined as how accurate an instrument or survey is at measuring what it is trying to measure?

Reliability

Validity

Integrity

Loyalty

Validity

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Which of the following are most likely to reach the largest group of customers?

Journey mapping

Surveys

Focus groups

Customer diaries

Surveys

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Which of the following BEST defines "market opportunity"? A company meeting customer needs more effectively than the market was meeting those needs before. A deep understanding of a customer's needs and behaviors. An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain. The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

Which of the following must be the focus for the customer journey map? Customer experience from point to point Individual customer experiences General experiences of a customer The end-to-end experience of a customer

The end-to-end experience of a customer

Which of the following predominant micro-moments is your best opportunity to close the sale or swing a consumer to your brand? "I Want to Go" Moments "I Want to Know" Moments "I Want to Do" Moments "I Want to Buy" Moments

"I Want to Buy" Moments

Which of the following may be created for customer journey mapping based on core behavioral patterns? Touchpoints VOC program E-contacts Personas

Personas

Which of the following is an example of the LEAST acceptable path to understanding what a customer wants? An employee assumes the customer may want more than what they are asking for. An employee assumes the customer is always right. An employee handles all customers differently depending on their needs. An employee assumes to know what a customer wants because the employee would want it as well.

An employee assumes to know what a customer wants because the employee would want it as well.

Which of the following BEST identifies this description: "information is used after there is a record of a customer interaction?" The audience of Customer Relationship Management The promotion of Customer Relationship Management The purpose of Customer Relationship Management The timing of Customer Relationship Management

The timing of Customer Relationship Management

Which of the following does a customer journey map plot? A preview of the course a customer before it begins a relationship with a company. The pre- and post- reactions to a customer's relationship with a company. The entire course of a customer's relationship with a company. The journey a customer takes when walking through the front door of a company until exiting.

The entire course of a customer's relationship with a company.

Which of the following have built-in limitations as to the type of insights they can uncover? Surveys Focus groups Customer diaries Journey mapping

Surveys

Which of the following types of reliability is used when different survey questions are compared to see how they produce similar results? Parallel form Internal consistency Test-retest Inter-rater

Internal consistency

Which of the following components of the Customer Lifetime Value (CLV) includes the expected value of new and repeat sales to customers referred to your company's products or services through advocacy? Potential Total CLV Actual Direct CLV Potential Direct CLV All the above

Potential Total CLV

Which of the following BEST defines "customer segmentation"? It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting Proposes personalized offers based on usage, billing, and other customer data analysis Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting

Which of the following contexts in moments of truth illuminate how the customer is going to react in a given situation and can even reveal intent? Relationship context Personal context Real-time situational context All the above

Personal context

Which of the following customers generally produce fewer candid reviews and a much lower number of reviews per purchase?. B2C customers C2B customers B2B customers All customers

B2B customers

Which of the following customer complaint barriers MOSTLY reduces the incentive to report to the company? Dealing with minor complaints High complaint barriers Low complaint barriers Passive attitudes to the voice of the customer

High complaint barriers

Which of the following BEST describes the "Real-time" of the "Real-time Experience Tracking"? Customers mail survey responses to the company and receive a dollar for participation Customers receive-send survey information on their phones sometime after the transaction to the company Customers respond to survey questions with an agent over the phone immediately after the transaction Customers submit responses in person to the company

Customers respond to survey questions with an agent over the phone immediately after the transaction

Which of the following can BEST help a company gather customer feedback about specific interactions? Focus groups Customer diaries Surveys Journey mapping

Surveys

Which of the following voice of the customer best practices BEST represents setting up and maintaining a formal process whereby someone is responsible for following up on every piece of customer feedback that get submitted and tracking each of those submissions through to resolution? Close the feedback loop Know what the feedback says Make feedback collection part of the routine Open the gates to customer feedback

Close the feedback loop

Diary studies, in-home observations, and one-on-one interviews are examples of which of the following? Focus groups Surveys Journey mapping Ethnographic research

Ethnographic research

The central facets of a Voice of the Customer program from a customer's perspective include all the following EXCEPT: Availability Anonymity Accountability Responsiveness

Accountability

Which of the following plot all the touchpoints a customer interacts with during a relationship with a company? VOC Journey maps Personas Ethnographic research

Journey maps

An employee submitting ideas for improving customer experience, vote on others' ideas, and track from submission to implementation are components of which of the following programs? VOC Word of Mouth Voice of the Employee Voice of the Company

Voice of the Employee

Which of the following BEST defines "Voice of the Customer Program?" A channel for acquiring business insight about customers and what is important to them A marketing strategy to promote customer-centric products and services A specially designed focus group A survey technique

A channel for acquiring business insight about customers and what is important to them

The Pre-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following? Awareness, Knowledge, and Consideration Satisfaction, Loyalty, and Advocacy Selection or Trial None of the above

Awareness, Knowledge, and Consideration

Which of the following components of the Customer Lifetime Value (CLV) is the expected value of potential current and future purchases assuming 100% loyalty (or "wallet share")? Actual Direct CLV Potential Direct CLV Potential Total CLV None of the above

Potential Direct CLV

Which of the following is a tool used to garner deep insights about how your customers think, feel, hear, and do? Journey map Loyalty map Empathy map Touchpoint map

Empathy map

Taking customer data and turning it into a compelling picture or story is an example of using which of the following? Personas and journey maps Word of Mouth Ethnographic research Surveys and journal entries

Personas and journey maps

Which of the following customer complaint barriers MOSTLY leads to inviting customer exaggeration of dissatisfaction? Dealing with minor complaints High complaint barriers Low complaint barriers Passive attitudes to the voice of the customer

Low complaint barriers

Which of the following company research methods is BEST described as "camping out," where a company observes customers using the product or service in their own environment? Customer advisory board Customer brainstorming Ethnography Focus groups

Ethnography

"Which of the following contexts in moments of truth boils down to the actual micro-moment where the customer wants to know, go, do or purchase?" Relationship context Personal context Real-time situational context All the above

Real-time situational context

Which of the following steps in capturing the voice of the customer includes outcome expectation, performance expectation, and perception expectation? Capturing customer wants and needs Customer identification Organizing the data Scoping the innovation

Capturing customer wants and needs

In which type of research includes probing deeper than outcome-driven innovation by looking to identify underlying codes, which point to emotional factors driving product use? Contextual interviewing Ethnographic research Systematic observation Case studies

Ethnographic research

Which of the following is responsible for ensuring touchpoint experiences are as intended and the only way to do this well is to build a robust VOC system/program? Entire companies and organizations Customers and employees C-Suite and employees Associates and CEOs

Entire companies and organizations

Which of the following benefits of the voice of the customer program applies to the product development team? Contributes to product improvement and identifying future products Crafts the company's strategic vision Facilitates the development of effective positioning and messaging of products or services Proactively detects trends in business outcomes

Contributes to product improvement and identifying future products

Which of the following BEST identifies this description: "intention to locate places to add offering in the gaps between expectations and experience?" The audience of Customer Experience Management The monitoring of Customer Experience Management The purpose of Customer Experience Management The timing of Customer Experience Management

The purpose of Customer Experience Management

Listening to the opinions and comments from frontline employees may be an example of a company having which of the following type of programs? Voice of the Customer Voice of the Employee Voice of the Frontline Voice of the Company

Voice of the Employee

Which of the following predominant micro-moments do consumers want to learn something and are searching for information on a product or related topic? "I Want to Go" Moments "I Want to Know" Moments "I Want to Do" Moments "I Want to Buy" Moments

"I Want to Know" Moments

Which of the following leads to customer experience improvements that matter to an organization or company? Thinking you know what a customer wants Knowing what the customer wants Understanding the employees' feedback regarding customers Less interaction between customers and touchpoints

Knowing what the customer wants

Ethnographic research can help a company understand how to create experiences that fit within the context of which of the following? A customer's personal life A customer's private life A customer's life at home A customer's personal and private life

A customer's personal and private life

For the creation of a customer journey map, all of the following are tracked EXCEPT: Discovery of product or service Word of mouth about a product or service Evaluation of product or service Support for a product or service

Word of mouth about a product or service

Which of the following benefits of the voice of the customer program applies to the marketing department? Contributes to product improvement and identifying future products Crafts the company's strategic vision Facilitates the development of effective positioning and messaging of products or services Proactively detects trends in business outcomes

Facilitates the development of effective positioning and messaging of products or services

Which of the following is considered a fundamental flaw of gathering data from quantitative customer satisfaction surveys and qualitative insights from focus groups and interviews? The customer's dislike for providing feedback The customers' biases for competitor products The customers' faulty memories used to gather data The types of customers used in gathering data

The customers' faulty memories used to gather data

Which of the following will help you document what your customers really do? Journey maps Personas Touchpoints VOC

Journey maps

When analyzing customer feedback in a voice of the customer program, which of the following BEST describes "Predictive Analysis"? Allowing companies to understand cause-and-effect and to forecast changes in a business outcome Allowing the company to drill-down and to identify a subset of customers of interest Producing a tree-like graph subdividing the customer population into the most opportunistic subsets Providing a consistent view of the customer feedback information over time, organized to be directly applicable to the company's business objectives

Allowing companies to understand cause-and-effect and to forecast changes in a business outcome

Which of the following types of reliability is used when the decisions from different raters are compared to each other to see how consistent the rater's decisions are? Internal consistency Parallel form Inter-rater Test-retest

Inter-rater

In which type of research do market researchers make video recordings of customers not only using products but also completing a range of typical tasks? Contextual interviewing Surveys Systematic observation Case studies

Systematic observation

Which of the following BEST defines "churn propensity scoring"? It categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting Proposes personalized offers based on usage, billing, and other customer data analysis Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

Which of the following statements is most accurate? A company has little influence on how a customer feels or behaves regarding future interactions and business. The way a customer feels and behaves has little determination on a customer's final decision. The way a customer feels has little to do with behavior but will indicate whether they remain as a customer. The way a customer feels will dictate how they will behave and whether they remain a customer.

The way a customer feels will dictate how they will behave and whether they remain a customer.

Which of the following are fictional characters that embody your target customers' key behaviors, attributes, motivations, and goals? Voice of the customer Touchpoints Personas Journey maps

Personas

Which of the following research methods is BEST described as a primary research source that qualitatively collects direct feedback from customers on a one-on-one basis? Customer interviews Ethnography External literature Self-documentation

Customer interviews

Fictional characters called personas are embodied to target all of the following of customers EXCEPT their: Voices Behaviors Attributes Motivations/goals

Voices

Which of the following plot the entire course of a customer's relationship with a company? Journey maps Personas Touchpoints VOC

Journey maps

Customers constantly provide unsolicited and honest feedback about experiences through all of the following EXCEPT: Emails Support calls Chat sessions Surveys

Surveys

Which of the following types of reliability is used when the same instrument or survey is given to a group of people at two different times? Test-retest Parallel form Internal consistency Inter-rater

Test-retest

Which of the following levels of customer needs BEST describes the primary needs, which are the upper-level needs used by the team to establish a clear direction for marketing? Operational needs Strategic needs Tactical needs Voice of the customer needs

Strategic needs

The Post-Purchase stages of the Customer Relationship Lifecycle (CRL) include which of the following? Awareness, Knowledge, and Consideration Satisfaction, Loyalty, and Advocacy Selection or Trial None of the above

Satisfaction, Loyalty, and Advocacy

Which of the following is one of the most important steps in building a mature VOC system as it relates to feedback from customers? Feedback is used to analyze profits. Feedback is shared with employees. Feedback is recorded. Feedback received does not go unheard.

Feedback received does not go unheard.

Which of the following best describes or defines ethnographic research? Observing customer behavior during employee interactions Observing customer behavior with other customers Observing customer behavior after a sale of a good or service Observing customer behavior in a natural setting

Observing customer behavior in a natural setting

The most critical customer interactions are referred to as: Eye-opening Experiences Moments of Truth The Final Deciders Targets of Emphasis

Moments of Truth

Which of the following BEST defines "best next offer"? Categorizes customers based on usage patterns, value, customer experience, demographics, or other criteria to improve marketing, customer understanding, and targeting Proposes personalized offers based on usage, billing, and other customer data analysis Provides customers with the ability to diagnose or even control their services from a self-care application, such as with proactive alerting, enhanced root cause analysis, decision support/recommendation through multiple channels Using customer, network, usage, and support data to identify key drivers and predict the likelihood of a customer leaving; combined with customer lifetime value

Proposes personalized offers based on usage, billing, and other customer data analysis

Which of the following is an important reason to gather data from customers? To change the mindset of staff and managers To change the mindset of the customer To better understand finances To grow in the emotional awareness of staff

To change the mindset of staff and managers

Which of the following is MOST important when establishing a "Customer Insights" team? Buy-in from stakeholders and team members Closed access to data Meeting revenue targets Tasks divided into territories

Buy-in from stakeholders and team members

Which of the following is is the scientific study of how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others? Motivation research Social psychology Voice of the Customer Behavioral psychology

Social psychology

The following are indicators of the need for the creation of a new Customer Segment Persona EXCEPT: Appearance of high-potential customer segments in new markets Change in company mission and values, which shifts target customers Evolution of segments due to changes in the customer base or technology Shift in the market, resulting in new product users

Change in company mission and values, which shifts target customers

Which of the following data types BEST refers to information gathered through sources such as contracts, channels, billing, demographics? Contextual data Network data Operational consumer data Research data

Operational consumer data

Which of the following is the final step in managing customers' feedback? CX manager monitors or solicits feedback Associate communicates with customer Opportunity or issue is identified Integrate feedback back to the CX process

Integrate feedback back to the CX process

Which of the following objectives BEST describes collecting and analyzing customer voice? Capture the views and attitudes of the customer and translate it into usable insights Destabilize customer churn and increase customer retention Package and deliver customer data and knowledge to influence the decision making of goods or services Utilize knowledge to improve products' features and performance

Capture the views and attitudes of the customer and translate it into usable insights

All the following are interview questions used for the underlying research question: What is the purpose of the activity? EXCEPT: When do you use this product or service? Who else uses this product or service? How does this product or service help you do your work? How do you feel about the product or service?

Who else uses this product or service?

Which of the following will best assist in facilitating conversations about customer research with people across your company? VOC programs Touchpoints and personas Customers' behaviors Personas and journey maps

Personas and journey maps

Which of the following BEST defines "customer insights"? A company meeting customer needs more effectively than the market was meeting those needs before. A deep understanding of a customer's needs and behaviors. An entity or individual in the market who participates directly or indirectly in the production or delivery of a product or service along the value chain. The difference between the degree to which the market meets customer needs today and what the market would provide to customers if it were completely meeting those needs.

A deep understanding of a customer's needs and behaviors.

Which of the following technological tools is necessary for performing a "systematic observation"? Cell phone Computer Motion-sensor lighting Video camera

Video camera

Which of the following is an “always on” mechanism providing all customers the opportunity to share their compliments, complaints, and comments about their experiences? Performance analysis Active Listening Collective feedback Pulse monitoring

Active Listening

Which of the following describes the origin of ethnographic research? Business and marketing research to study voice of the customer Linguistic research to study languages Mathematical research on statistical analysis Social science research to study tribal cultures

Social science research to study tribal cultures

Which of the following is the first step in managing customers' feedback? Research and resolve the issue Solicit feedback Opportunity or issue is identified Associate communicates with customer

Solicit feedback

Which of the following BEST describes the acquisition stage of the "Customer Journey"? Advocacy Intent Purchase Support

Purchase

Ethnographic research involves observing customer behavior mostly in which of following locations or experiences? Natural setting Store or organization Interaction with other customers Interaction with employees

Natural setting

Which of the following is generally the primary building blocks of a voice of the customer program? Journey mapping Surveys Focus groups Customer diaries

Surveys

VOC, Customer Insight & Understanding Review Flashcards

(100 cards)