1. In class we reviewed the case of a company whose data analysis pointed to
unusual ways to improve their customer loyalty metric these included:
a. requiring people to call in to cancel a service and disconnecting any
caller that mentions cancellation
2. Trust ability is enhanced by each of the following except:
a. doing things for a customer for the sake of your enterprise
3. As discussed in class regarding relationships and trust it is far better to:
a. focus on customers’ needs with the belief that if they resolved your
company will do well
4. Which of the following is not a “trust myth” described by Charles Green:
a. people like to be listened to
5. Which of the following is not an example of how trust works in the learning
relationship:
a. it can help but is not necessary to obtain the best results from a
learning relationship.
6. (Multiple Choice) With consideration to our discussion which of the following
could be said to be important contributors to achieving superior customer
experience:
a. doing the right things to exhibit good intentions,
b. doing things right to improve your competency
c. treating different customers differently
d. Providing good products and services delivered fairly at a reasonable
price with no hidden costs
e. using empathy to better understand customers
f. become as frictionless as possible to improve reliability
7. In class we discussed characteristics that could be used to identify how one
customer ranks or compares to other customers these were:
a. customer value and customer needs
8. Individual customer need differences can sometimes be discerned by:
a. observation data collection or analysis and ongoing dialogue
9. When considering the comparative value of customers, it is good to do the
following:
a. all of these would be correct
10. In CRM customer interaction is used primarily to:
a. improve the understanding of customers and their needs on an
ongoing basis
11. The following are reasons that some companies have resisted becoming
customer-centric except:
a. some believe that customers are scarce
12. Why is trust important to a business relationship:
a. when trust exists the learning relationship is accelerated and will
achieve higher effectiveness
13. These days the best way to compete in business is to:
a. provide the best overall value experience
14. The 2 most valuable aspects of a loyalty program for the company that
offers it are:
a. customer information and repeat buying behaviour
This study source was downloaded by 100000900703063 from CourseHero.com on 02-18-2026 13:42:17 GMT -06:00
https://www.coursehero.com/file/245802593/CRM-Questionsdocx/
, 15. In class we discussed that when a company first digitises and integrates
multiple types of data and a new system which of the following can often be
true:
a. Customer friction may be created due to numerous integration
problems
16. In class we discussed frictionless customer experience. Superior product
competence requires:
a. value and reliability
17. The perfect customer experience:
a. should be frictionless
18. The following could be examples of customer friction except:
a. Where the rubber meets the road
19. (Multiple Choice) From the list below indicate those that we have discussed as
being a key focus in our CRM course:
a. Providing the best discounts and lowest prices to create long lasting
loyalty
b. Branding will no longer be used
c. Using a CRM technology to host information and enable higher level
data analysis
d. Understanding what has changed in recent decades to enhance the
need for CRM
e. The use of critical thinking
f. Implementing the learning relationship
20. In a business relationship self-orientation can:
a. Very quickly destroy the trust
21. IDIC represents:
a. An acronym for the learning relationship
22. This is not a requirement for business to occur, but can result in business
that would not otherwise occur, better understanding, and quick decisions and
business transactions:
a. Trust
23. if through conscious action we succeed in changing a customer’s
behaviour, this measure would represent the net present value of the future
financial contributions that could be attributed to that customer:
a. Potential lifetime value
24. The primary goal of identifying customers is to:
a. Recognise each customer at every contact point then link those data
points to provide a full picture
25. When implementing the learning relationship in a company, it is
important to:
a. Differentiate customers to understand and prioritise
26. The Net Promoter score is:
a. The percentage of your promoters less the percentage of detractors
27. Which of the following is true regarding fully implementing CRM in a
company?
a. customers will be differentiated from each other. Later products will
be developed for individual customers
28. Enabling customers to communicate with a company through every possible
interactive channel and integrating across all those channels such as
This study source was downloaded by 100000900703063 from CourseHero.com on 02-18-2026 13:42:17 GMT -06:00
https://www.coursehero.com/file/245802593/CRM-Questionsdocx/
unusual ways to improve their customer loyalty metric these included:
a. requiring people to call in to cancel a service and disconnecting any
caller that mentions cancellation
2. Trust ability is enhanced by each of the following except:
a. doing things for a customer for the sake of your enterprise
3. As discussed in class regarding relationships and trust it is far better to:
a. focus on customers’ needs with the belief that if they resolved your
company will do well
4. Which of the following is not a “trust myth” described by Charles Green:
a. people like to be listened to
5. Which of the following is not an example of how trust works in the learning
relationship:
a. it can help but is not necessary to obtain the best results from a
learning relationship.
6. (Multiple Choice) With consideration to our discussion which of the following
could be said to be important contributors to achieving superior customer
experience:
a. doing the right things to exhibit good intentions,
b. doing things right to improve your competency
c. treating different customers differently
d. Providing good products and services delivered fairly at a reasonable
price with no hidden costs
e. using empathy to better understand customers
f. become as frictionless as possible to improve reliability
7. In class we discussed characteristics that could be used to identify how one
customer ranks or compares to other customers these were:
a. customer value and customer needs
8. Individual customer need differences can sometimes be discerned by:
a. observation data collection or analysis and ongoing dialogue
9. When considering the comparative value of customers, it is good to do the
following:
a. all of these would be correct
10. In CRM customer interaction is used primarily to:
a. improve the understanding of customers and their needs on an
ongoing basis
11. The following are reasons that some companies have resisted becoming
customer-centric except:
a. some believe that customers are scarce
12. Why is trust important to a business relationship:
a. when trust exists the learning relationship is accelerated and will
achieve higher effectiveness
13. These days the best way to compete in business is to:
a. provide the best overall value experience
14. The 2 most valuable aspects of a loyalty program for the company that
offers it are:
a. customer information and repeat buying behaviour
This study source was downloaded by 100000900703063 from CourseHero.com on 02-18-2026 13:42:17 GMT -06:00
https://www.coursehero.com/file/245802593/CRM-Questionsdocx/
, 15. In class we discussed that when a company first digitises and integrates
multiple types of data and a new system which of the following can often be
true:
a. Customer friction may be created due to numerous integration
problems
16. In class we discussed frictionless customer experience. Superior product
competence requires:
a. value and reliability
17. The perfect customer experience:
a. should be frictionless
18. The following could be examples of customer friction except:
a. Where the rubber meets the road
19. (Multiple Choice) From the list below indicate those that we have discussed as
being a key focus in our CRM course:
a. Providing the best discounts and lowest prices to create long lasting
loyalty
b. Branding will no longer be used
c. Using a CRM technology to host information and enable higher level
data analysis
d. Understanding what has changed in recent decades to enhance the
need for CRM
e. The use of critical thinking
f. Implementing the learning relationship
20. In a business relationship self-orientation can:
a. Very quickly destroy the trust
21. IDIC represents:
a. An acronym for the learning relationship
22. This is not a requirement for business to occur, but can result in business
that would not otherwise occur, better understanding, and quick decisions and
business transactions:
a. Trust
23. if through conscious action we succeed in changing a customer’s
behaviour, this measure would represent the net present value of the future
financial contributions that could be attributed to that customer:
a. Potential lifetime value
24. The primary goal of identifying customers is to:
a. Recognise each customer at every contact point then link those data
points to provide a full picture
25. When implementing the learning relationship in a company, it is
important to:
a. Differentiate customers to understand and prioritise
26. The Net Promoter score is:
a. The percentage of your promoters less the percentage of detractors
27. Which of the following is true regarding fully implementing CRM in a
company?
a. customers will be differentiated from each other. Later products will
be developed for individual customers
28. Enabling customers to communicate with a company through every possible
interactive channel and integrating across all those channels such as
This study source was downloaded by 100000900703063 from CourseHero.com on 02-18-2026 13:42:17 GMT -06:00
https://www.coursehero.com/file/245802593/CRM-Questionsdocx/
