Question: 1. What is the customer service process? 2. What are the three elements of customer service? Which one do you think is the most important?
1. What is the customer service process?
2. What are the three elements of customer service? Which one do you think is the most important?
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3. What causes a customer service failure?
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4. How is customer relationship management different from CRM software applications?
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5. What is customer segmentation, and why is it important?
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6. What is the customer relationship process and what is the objective?
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7. What sort of customer information is typically collected when segmenting customers, and how is this
information obtained?
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8. Define niche segmentation.
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9. Discuss the term, "profitable customer" and why it is so important when segmenting customers, or
designing marketing campaigns.
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10. What is customer lifetime value, and how can it be used in the design of marketing initiatives?
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11. Discuss the meaning of neighborhood marketing, and provide some examples of firms in your area.
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12. Describe versioning and describe how it might be used in a customer relationship program.
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13. What is bottom-up branding and how can this be a helpful concept for a firm?
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14. Why do CRM technology investments have relatively high failure rates?
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15. Can firing customers be a good practice? Can it be bad for business?
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16. How does false-positive blocking affect relationship management efforts?
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17. Compare telemarketing to the use of field sales personnel for relationship management purposes.
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18. How should performance metrics be used in customer relationship program implementations?
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19. What is the happy-productive worker hypothesis and what does it have to do with customer service?
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20. Why do firms conduct external customer service audits, and how do they do it?
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21. How do firms conduct an internal customer service audit? Why do they do it?
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22. How does a firm achieve high quality customer service?
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23. What advantages and disadvantages does the customer participation approach to customer service
have? What are some examples of this approach?
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24. When would outsourcing customer service be a good idea? When would it likely be a bad idea?
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25. What are mystery shoppers and what do they do? Do you think this is a useful concept? An ethical
concept?
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