1. What is customer relationship management?
A It is an approach to reducing costs and increasing profitability solely by using data to analyze customer needs
B It is a suite of software tools that helps manage customer relationships
C It is a process for managing difficult customers
D It is an approach to reducing costs and increasing profitability by improving customer loyalty
2. Customer service can be defined as the overall process or strategy that an organization employs to
A Create customer satisfaction
B Process warranty returns
C Build a good website
D Guard against negative comments on social media
3. What is a major challenge associated with collaborative relationships?
A They rarely achieve the kind of performance results that cooperative relationships achieve
B Organizations must spend time developing the relationship as opposed to other value-adding activities
C They take a minimal amount of time, energy, and effort
D They are costly to implement and are rarely successful
4. Transactional relationships in a supply chain are also called
A Cooperative relationships
B Competitive relationships
C Arm's-length relationships
D Distributive relationships
5. Which of the following terms best describes an approach that seeks to build long-term value by ensuring that every part of an organization understands its role in serving the customer?
A Quality management
B Value stream management
C Customer relationship management
D Customer life cycle management
6. What are the three general types of relationships in the supply chain?
A Transactional, collaborative, and strategic
B Combative, adversarial, and non-productive
C Cooperative, arm's-length, and short-term
D Strategic, limited, and cautious
7. What are the key steps or stages of customer life cycle management (CLM)?
A Introduction, acquisition, conversion, and loyalty
B Identifying, gaining, managing, and keeping customers
C Introduction, growth, maturity, and decline
D Reach, acquire, maintain, and grow
8. Which of the following describes two or more organizations cooperating and modifying their business objectives and practices to achieve joint long-term goals and objectives?
A Arm's-length
B Friendship
C Joint venture
D Strategic alliance
9. What are three main categories of performance measures for evaluating customer service performance?
A Retention, quality, cost, and supporting measures
B Technology, quality, cost, and time measures
C Delivery, cost, and quality
D Time, quality, price, and supporting measures
10. When should time be devoted to customers to ensure good maintenance of relationships?
A Before, during, and after the sale
B During the order entry process only
C When there is a warranty issue
D When there is a product failure