It’s time to show your skills and knowledge of what you have learned!
The Final Exam contributes 250 points to your overall grade, so please do your very best!
Here is some information about your Final Exam.
• There are 20 multiple choice questions worth 8 points each.
• There are three essay questions worth 30 points each.
• The Final Exam covers COs 1–13.
• Remember to save your answers often.
• 3 hours and 30 minutes have been allotted for the Final Exam.
• Remember to submit your Final Exam when you are finished.
Question 1
(TCO 1) Which of these key organizational behaviors helps customers to interact with your organization?
Offering a product flyer, information packet, video, or sample
Asking often “how am I doing”?
Making frequent eye contact
Smiling
Question 2
(TCO 1) Which of these key organizational behaviors helps customers to stay close after a transaction?
Correct!
Sending birthday or holiday cards
Having employee casual dress days
Making frequent eye contact
Greeting customers within 30 seconds
Question 3
(TCO 2) Which of these can be a systems turnoff for customers?
Price too high for quality received
Sloppy appearance, poor grooming, or annoying mannerisms
Business place dirty, messy, or cluttered
Lack of courtesy, friendliness, or attention
Question 4
(TCO 2) Which of these can be a value turnoff for customers?
Business place dirty, messy, or cluttered
Sloppy appearance, poor grooming, or annoying mannerisms
Slow service or help not available
Poor guarantee or failure to back up products
Question 5
(TCO 3) Which of the following is true about listening to customers?
People can never fake paying attention.
People always know how to listen for emotion.
You should never solicit clarification while listening.
Internal, environmental, and interactional elements can form barriers.
Question 6
(TCO 4) Which of the following is true about customers in the zone of indifference?
They are motivated.
They are loyal customers.
They are inert.
They are dissatisfied.
Question 7
(TCO 5) When interacting with customers, it’s important to maintain proper verbal discipline. Which of the following represents proper verbal behavior?
Commenting on a customer’s bad clothing
Thanking a customer for their purchase
Judging another customer’s rude interaction style
Concluding a sale with “There you go.”
Question 8
(TCO 6) Which of the following is true of paraphrasing?
It doesn’t help focus your attention on the customer
It shows that you are actively listening
It shows that you aren’t solving the customer’s problem
It means that you aren’t paying attention
Question 9
(TCO 7) Which of these isn’t an example of true listening?
Carlos offers his empathy for the customer’s trouble.
Rashad pauses to let the customer say everything before rushing to judgment.
Susan lets the customer talk and talk, while thinking about her inventory levels.
Aiden rephrases what the customer says in order to confirm it.
Question 10
(TCO 7) What is the value of true listening for customer relations?
It helps prevent dissatisfaction in customers.
It decreases the amount of time in call centers.
It reduces employee turnover.
It decreases the number of returns accepted.
Question 11
(TCO 8) Which of these is not a function of call centers?
Pitching products
Handling inbound calls
Responding to billing concerns
Organizing management meetings
Question 12
(TCO 8) Which is true of angry customers on the phone?
You should interrupt them when you get a chance.
You should put them on hold and let them calm down.
You shouldn’t empathize with them — it only encourages them.
They want positive solutions to their problems.
Question 13
(TCO 9) Some companies can value profits over customer relationships. Which of these practices doesn’t sacrifice customer trust for short-term “bad profits”?
High premiums for seasonal goods or popular options
Exceeding customers’ expectations and building relationships
Special offers only available to new customers
Extra charges for services that should be included in the price
Question 14
(TCO 10) Which of these is not a common cause of anger or frustration for upset customers?
They are not important
It just isn’t fair
They are helpless
Active listening during sales
Question 15
(TCO 10) When dealing with an upset customer, how should you view the situation?
You should be objective.
You should take it personally.
You should give the customer everything they ask for.
You should always tell them “no.”
Question 16
(TCO 11) What is the customer life cycle called for recovered customers?
A second life cycle
A recovery run
A prospect phase
An unlost transom
Question 17
(TCO 11) What percentage of customers who have a negative experience tell others about it?
Correct!
79%
78%
77%
76%
Question 18
(TCO 12) If you had an issue with a “rip-off” customer, how would you start trying to resolve the conflict?
Work hard at soliciting comments.
Listen carefully to be sure that you understand the complete problem.
Listen respectfully and question them carefully.
Remain unfailingly objective and use data.
Question 19
(TCO 13) Which type of software can track individual customers across their life cycles?
CXM
CRM
SaaS
Virtual dashboard
Question 20
(TCO 13) How long will customers wait for websites to load?
Less than a second
A few seconds
30-40 seconds
About a mi
Question 21
(TCO 2) Explain how complicated fares and the perception of inequity between two different passengers might hurt the credibility of airlines. Include as much detail as possible in your answer, but focus your answer on who earns frequent flyer rewards, and how many of them are actually redeemed. How much does poor customer satisfaction hurt their business? What are the risks for the company? Provide a balanced answer that looks at the “big picture” of profit and satisfaction. What changes would you suggest for the industry?
Question 22
(TCO 11) Explain overall strategies for recovering lost customers. Include as much detail as possible in your answer, but focus your answer on feeling customer pain as described in the textbook. Create a scenario where a customer has come to you and is very upset. Choose an industry, describe the customer’s complaint, and how you would react in the situation. The customer does not want to continue doing business with your company because of the events. Explain your customer recovery efforts, and what impact they ultimately have on the business.
Question 23
(TCO 4) Explain how you would exceed customer expectations by creating value. How does perceived value differ from actual value? What are the costs of diminished perceptions of customer value? In your answer, focus on a particular industry and create a scenario that illustrates your point. What is the impact on the customer, the store/location, the brand, and ultimately the parent company?
