Deck 10: Customer Retention and Measuring Satisfaction

Question 1

Customer retention is:

A)the only method of measuring customer satisfaction.
B)an organization's continuous attempts to satisfy and keep current customers actively involved in conducting business.
C)another word for leadership.
D)unnecessary in today's business environment.

Answer 1

B

Question 2

List five sources of information that would give insights as to the quality of a business'customer service.

Answer 2

Sources of information about the quality of a business's customer service are:
a.Informal surveys.
b.Comment cards.
c.Verbal comments.
d.Historical data (point of sale).
e.Sales.
f.Corporate-generated surveys.
g.Discussions with internal customers.
h.Focus groups.
I.Toll-free telephone numbers.

Question 3

Your philosophy of customer service reveals:

A)the accepted rules of the industry.
B)your ideas and beliefs as to what is important in the industry.
C)the ideas of your instructor or boss.
D)none of the above.

Answer 3

B

Question 4

What does the quote "Don't date your customers, marry them" mean?

Question 5

Why is maintaining existing customers so important?

Question 6

What is the one thing that you and your company could do to retain your current customers?

Question 7

It is to get a new customer, than to retain an existing customer.

A)more costly.
B)much less costly.
C)more cost effective.
D)none of the above.

Question 8

By assuming the philosophy of marrying our customers we are conveying all but one of the following messages to them.

A)We are in an ongoing relationship.
B)We will strive to meet their needs.
C)We know that they will not want the hassle of changing companies.
D)All of the above.

Question 9

Define customer retention.

Question 10

Why should all customer service providers develop their own philosophy of customer service?

Question 11

Non-profit businesses can benefit from the establishment of a formal customer retention program because:

A)non-profit businesses may not have the added motivation from providing monetary awards.
B)customers are continuously re-evaluating how they spend their time and money.
C)both of the above.
D)neither of the above.

Question 12

Verbal comments from customers are sometimes the easiest to get.Why are they not always the most accurate measure of customer satisfaction?