1. Branded content creation can be effective at reinforcing the brand messages, but which of the 1 pu following is also true? Branded content doesn't work well as communication for new customers O Branded content typically reinforces the brand messages at the Awareness or Consideration phase, but less at later stages of the Customer journey Branded content does not really make an impact as customers make their purchase decisions based on features Branded content tends to dominate the customers' perceptions of the company at all stages and touchpoints throughout the journey 2. True or False: Most companies' CX investments emphasize the following activities: 1 pur Cross-Departmental reach . Qualitative and Quantitative Research Rigorous Analysis Well-established approaches to Design O True False 3. Which of the following explains why those responsible for different touchpoints along the customer 1 pun journey do NOT apply brand guidelines? O Some colleagues, such as those involved in the billing process, have a hard time connecting and applying brand guidelines to their activities. O Brand guidelines are irrelevant for certain departments involved with customer touchpoints, who must apply their own contexts to be successful. O The employee might be a new hire or has arrived via an acquisition, and is unaware of the existence of the brand guidelines. O Both A and C. Which of the following is NOT an annroach to helping to ensure the awareness and anplication of4. Which of the following is NOT an approach to helping to ensure the awareness and application of brand guidelines across departments? The application of brand guidelines should be linked to each team's quarterly objectives O Involve other teams in the definition of the Brand Guidelines O Use creative ways to spread the awareness of the guidelines such as quizzes, awards for brand champions, etc. O Use brand guidelines as a way to start an ongoing conversation across different teams about how to best apply the guidelines in their contexts. 5. Why is it important to identify "Branding Strategy Orphans"? O It's important to call out teams ignoring the brand to management. O Brand Strategy orphans enables you to identify new opportunities for differentiation across the customer journey. Brand Strategy orphans enables you to identify and prioritize those touchpoints that are most disconnected from your Brand messages The Brand Strategy Orphans are an effective way to highlight missing brand messages throughout digital touchpoints, but less so for physical touchpoints. 6. Which of the following reasons explain why CX metrics may introduce problems in executives' perceptions CX activities? O Because executives tend to rely on data that might contradict your CX metrics. O Because quantitative measures tend to describe where a customer problem might be, but not why the problem exists O Because CX metrics have little relation to the financial success of a company. O Because executives typically don't understand CX, they should not be monitoring CX activities. 7. Despite their limitations, CX teams should still pursue CX metrics projects. Which is NOT a reason we discussed in class?7. Despite their limitations, CX teams should still pursue CX metrics projects. Which is NOT a reason we discussed in class? CX metrics are the most important metrics a company should track. O CX metrics that are part of executive dashboards improve the visibility for the importance of CX activities O CX metrics projects enable CX teams to demonstrate the impact of CX activities over time O CX metrics projects enable CX team to connect their activities to business success metrics such as Churn, New Customer Acquisition, Cost of Customer Acquisition, and ultimately Revenue. 8. Why is it important to deliver CX metrics projects in stages? It is the best way to secure funding. O CX metrics need to evolve as dashboard users' questions evolve O Because your colleagues never know what they want from their CX metrics and dashboards. O It tends to be cheaper to deliver the CX metrics project in stages. 9. True or False? It makes sense to present qualitative research as part of CX dashboards? O True False 10. What is one of the risks introduced by CX metrics projects discussed in class? O Over time, teams may start to focus more on affecting the numbers in the dashboard rather than the underlying Customer Experience. Customers data will be hacked and this will erode trust with the company and brand. The high visibility of CX metrics displayed in Executive Dashboards will lead them to put too much pressure on the CX organization to fix problems. If CX metrics improve over time, executives will feel less need to fund CX activities.11. Which of the following is an example of a CX metrics related to Customer Perceptions? O Functional Completeness O Net Promoter Score O Customer Churn O Number of support calls around a given issue . 12. In the article, "Four ways to shape customer-experience measurement for impact" which reflects Mckinsey's view on changing the mindset of CX measurement Define "owners" for specific customer journeys that bring together cross-functional teams. O Implement journey dashboards to enable tracking journey events O Enable "owners" to be able to drill down on dashboard data to see the details. O All of the above 13. In the article, "How to Measure Customer Experience" from Gartner, which of the following metric categories is almost always ignored by Companies wishing to implement CX metrics programs? Employee engagement with the brand O Customer Satisfaction O Customer Churn O Advocacy