The two goals of customer service are:
reduced costs and error minimisation
satisfaction and operational effectiveness
co-production and operational efficiency
satisfaction and operational efficiency
reduced variability and increased tangibility
Which of the following is NOT one of the guidelines for effective program implementation?
Recruit the right employees
Educate customers, too
Develop a pricing policy
Individualise response systems
Be efficient first, nice second
Under which of the following conditions is it important to separate proactive selling from simple order-taking?
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.
A call centre’s managers are concerned about improving operational efficiency. With what other consideration should they balance this concern?
Proactive selling
Costs of running the business
Customer service
Price of services
The Flower of Service
To manage the customer service function, companies must balance customer satisfaction against ________.
customer demands
operational efficiency
customer delight
touchpoints
proactive selling
Which of the following is NOT a customer service function?
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
Arrange the following steps in setting customer-defined standards in chronological order.
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
A service culture requires all of the following EXCEPT:
continuous monitoring of customer satisfaction
reward systems that reflect customer service goals
ambivalence from top management
continuous training
time to develop
Delivering the core service as promised is often totally within the control of:
sales people
marketers
boundary spanners
frontline personnel
staff personnel
Service firms with multi-site operations make use of ________ and ________ to centralise functions that don’t require face-to-face contact.
automation; personalisation
technology; scripts
scripts; role plays
technology; telecommunications
call centres; role plays
