MKT 203 (Chapter 5)

Question 1

Companies invest in customer experience management primarily to retain customers, grow their value, and promote advocacy

Accepted Answer

True

Question 2

5. Customer Relationship Management (CRM) has no impact on Customer Experience Management (CXM).

Accepted Answer

False

Question 3

7. CRM software usability refers to how easily users can navigate and use the system.

Accepted Answer

True

Question 4

6. Example of growing customer value using CRM is an online store recommend complement products based on past purchases.

Accepted Answer

True

Question 5

3. What is a 'touchpoint' in customer experience management?

Accepted Answer

C) Any point a customer interact with company’s product, service, people,..

Question 6

8. Scalability in CRM means that the system can handle increasing users and data without performance issues.

Accepted Answer

True

Question 7

2. Why are companies motivated to improve customer experience?

Accepted Answer

D) To retain customers, grow customer value, and promote advocacy

Question 8

1. What is the best definition of customer experience (CX)?

Accepted Answer

B) cognitive & affective response to company’s resources and outputs

Question 9

4. A moment of truth (MOT) occurs only during a customer’s first interaction with a company.

Accepted Answer

False

Question 10

5. How does CRM help in customer experience management (CXM)?

Accepted Answer

B) By personalize interaction, recommend product, and promoting advocacy

Question 11

6. Which of the following is NOT a key feature of CRM applications that improve customer experience?

Accepted Answer

D) Employee salary management

Question 12

1. Customer experience (CX) refers only to a customer’s interactions with a company’s products.

Accepted Answer

False

Question 13

3. A poor customer experience at any touchpoint can negatively affect a customer's overall perception of a company.

Accepted Answer

True

Question 14

8. What does 'scalability' in a CRM system refer to?

Accepted Answer

A) Ability of a CRM system to handle numbers of users and transactions

Question 15

4. What does 'Moment of Truth' (MOT) refer to?

Accepted Answer

A) Any occasion the customer interacts with a company and forms a judgment

Question 16

7. Why is 'Usability' important in CRM software?

Accepted Answer

C) It refers to how easy it is to use the CRM system

Questions 16