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POB Objective 1.04
Test Description: Objective 1.04
Instructions: Answer all questions to get your test result.
1) Many people make the mistake of thinking that customer relationship management refers solely to
A
technology
B
strategies
2) Which of the following is an example of a customer relationship management initiative:
A
New accounting software
B
A “frequent-shopper” program
3) In the past, customer relationship management was used mainly as a way to
A
track customer information
B
increase customer loyalty
4) Customers tend to look at a business as a whole despite the number of __________ they experience
A
Touch points
B
feedback surveys
5) In the modern business world, a growing number of interactions between businesses and customers are taking place
A
In person
B
on facebook
C
online
D
over the phone
6) Which of the following is no longer a consideration in customers’ buying decisions for many products:
A
Price
B
Business hours
C
Store location
D
Number of stores
7) Our economy has shifted from a service economy to a(n) __________ economy
A
time
B
entertainment
C
impact
D
experience
8) The main difference between customer relationship management and customer experience management is that CRM focuses on
A
customers
B
the business itself
C
Business hours
D
employees
9) Having clear customer relationship management goals before putting a program into place helps businesses to avoid
A
having unsatisfied customers
B
purchasing irrelevant technology
10) Which of the following types of information does a company need customer input to obtain:
A
Suggestions for new products
B
Hiring of employees
C
Dates of store visits
D
Store hours
11) Which of the following is a common customer relationship management practice
A
Training employees
B
Developing new products
12) Customer relationship management can help a business to identify its
A
newest employees
B
most valuable customers
C
most talented employees
D
Late employees
13) Which of the following is a benefit of customer relationship management:
A
The opportunity to create targeted marketing campaigns
B
A work force that does not commit errors
14) Customer relationship management increases sales and profits by increasing
A
customer loyalty
B
prices
15) A business’s organizational structure can sometimes have a negative effect on customer relationship management because
A
different departments have different methods
B
the marketing department has the most power
16) What component of customer relationship management often “makes or breaks” a business’s program?
A
Time
B
People
C
location
D
Processes
17) When a business communicates customer-centric values and ideals to its employees on a consistent basis, it is developing its
A
corporate culture
B
organizational structure
*select an answer for all questions
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