Lorisse Bazley
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Managing the customer service function

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Lorisse Bazley
Created by Lorisse Bazley almost 6 years ago
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Chapter 11 - Services Marketing

Question 1 of 10

1

The two goals of customer service are:

Select one of the following:

  • reduced costs and error minimisation

  • satisfaction and operational effectiveness

  • co-production and operational efficiency

  • satisfaction and operational efficiency

  • reduced variability and increased tangibility

Explanation

Question 2 of 10

1

Which of the following is NOT one of the guidelines for effective program implementation?

Select one of the following:

  • Recruit the right employees

  • Educate customers, too

  • Develop a pricing policy

  • Individualise response systems

  • Be efficient first, nice second

Explanation

Question 3 of 10

1

Under which of the following conditions is it important to separate proactive selling from simple order-taking?

Select one of the following:

  • The service situation is high-contact, so the customer is more involved.

  • The bulk of consumption is accounted for by repeat use.

  • The initial contact occurs weeks before the customer receives the service.

  • It takes a long time to complete service delivery.

  • The services are capacity-constrained.

Explanation

Question 4 of 10

1

A call centre’s managers are concerned about improving operational efficiency. With what other consideration should they balance this concern?

Select one of the following:

  • Proactive selling

  • Costs of running the business

  • Customer service

  • Price of services

  • The Flower of Service

Explanation

Question 5 of 10

1

To manage the customer service function, companies must balance customer satisfaction against ________.

Select one of the following:

  • customer demands

  • operational efficiency

  • customer delight

  • touchpoints

  • proactive selling

Explanation

Question 6 of 10

1

Which of the following is NOT a customer service function?

Select one of the following:

  • Greeting customers on arrival

  • Expediting delivery to customers

  • Providing information as part of the sales support team

  • Resolving problems and handling complaints

  • Developing face-to-face sales presentations

Explanation

Question 7 of 10

1

Arrange the following steps in setting customer-defined standards in chronological order.

Select one of the following:

  • Translate customer expectations into behaviours
    Set key performance indicators
    Provide feedback to employees
    Determine customer expectations for each service encounter

  • Determine customer expectations for each service encounter - Translate customer expectations into behaviours - Set key performance indicators
    - Provide feedback to employees

Explanation

Question 8 of 10

1

A service culture requires all of the following EXCEPT:

Select one of the following:

  • continuous monitoring of customer satisfaction

  • reward systems that reflect customer service goals

  • ambivalence from top management

  • continuous training

  • time to develop

Explanation

Question 9 of 10

1

Delivering the core service as promised is often totally within the control of:

Select one of the following:

  • sales people

  • marketers

  • boundary spanners

  • frontline personnel

  • staff personnel

Explanation

Question 10 of 10

1

Service firms with multi-site operations make use of ________ and ________ to centralise functions that don’t require face-to-face contact.

Select one of the following:

  • automation; personalisation

  • technology; scripts

  • scripts; role plays

  • technology; telecommunications

  • call centres; role plays

Explanation

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