Ch10 Exam Prep Improving Customer Service

Chapter 10: Improving Customer Service:

1. Consumer expectations of brands continues to grow, as does the need for brands to create an experience for those consumers that is omni-channel. Why is this important? Choose the response below that most accurately defines why this is important:
   1. Consumer trust in institutions is at an all-time low
   2. Consumers have fewer touch points with brands than ever before
   3. Consumers have decreasing requirements of companies
   4. Consumers who have bad experiences with companies are likely to purchase from a competitor company
2. According to the White House Office of Consumer Affairs, for every customer who bothers to complain about your brand, 26 other customers remain silent.
   1. True
   2. False
3. According to research on social media and customer service conducted by SAP and Social Media Today, what percentage of companies are currently investing less than $50,000 in social customer care?
   1. 57%
   2. 47%
   3. 77%
   4. 90%
4. There are two primary incentives for companies to make the integration of digital/social channels into their customer care programs a reality. What are those two reasons?
   1. It will make them look good and it will cause consumers to buy more products
   2. It will allow the brand to meet customer demand and build brand loyalty
   3. It will allow them to sell more products and create positive sentiment
   4. It will allow them to meet consumer demand and more efficiently engage with their consumers.
5. According to data from Twitter, leading B2C companies are only responding to 20% of tweets directed at their customer service accounts. Is this statement true or false?
   1. True
   2. False
6. Forrester has found that 77% of U.S. online adults say that valuing their time is the most important thing a company can do to provide them with good service. Why are companies still slow to respond? Choose the best answer below:
   1. They do not have the desire to respond to consumers online
   2. Challenges in locating the appropriate message to answer the issue at hand
   3. They have plenty of tools to answer consumer questions, but do not know which one to use
   4. Organizations have plenty of resources, but they are deployed on other projects
7. There are three stages of social customer service and the majority of companies are still at the ad-hoc stage of customer service. Is this statement true or false?
   1. True
   2. False
8. When companies begin a social customer service program and are at the ad-hoc stage of development, what is the most important priority? Please select the best answer below.
   1. The highest priority is handling frontline requests
   2. The highest priority is handling customers who have the largest social following
   3. The highest priority is handling customers who have the largest lifetime value
   4. The highest priority is handling customers who have exhibited the highest level of negative sentiment
9. When companies are at the formal stage of social customer service, what is the most important distinction between this and the other stages of development?
   1. The number of tools that the company has to answer questions
   2. The amount of money they are investing in the social customer service capability
   3. The connection between different business units and groups within the company
   4. A leader who has the vision to establish the social customer service capability
10. Delta, Comcast and Dell continue to represent social customer service best practice companies. Please select true or false below.
    1. True
    2. False