CBO CBO Customer Relations & Service Excellence 2 — Questions and Answers
Question 1: What is a customer journey map?
- A geographic map of customer locations
- A visual representation of the steps a customer takes when interacting with a company across all touchpoints (Correct answer)
- A sales funnel diagram
- An org chart of the customer service department
Correct answer: A visual representation of the steps a customer takes when interacting with a company across all touchpoints
A customer journey map visually depicts every stage and touchpoint a customer experiences with a brand, helping businesses identify pain points and improvement opportunities.
Question 2: Which of the following best defines 'customer churn'?
- Increase in new customer acquisitions
- The rate at which customers stop doing business with a company over a given period (Correct answer)
- Customer complaints about product quality
- Seasonal fluctuations in sales
Correct answer: The rate at which customers stop doing business with a company over a given period
Customer churn (also called attrition rate) is the percentage of customers who stop purchasing from or using a company's services during a specific timeframe.
Question 3: What is the purpose of a Service Level Agreement (SLA) in customer service operations?
- To set employee compensation standards
- To define measurable service standards and response times that a provider commits to delivering (Correct answer)
- To govern vendor payment terms
- To outline product warranty conditions
Correct answer: To define measurable service standards and response times that a provider commits to delivering
An SLA establishes clear, measurable commitments on service quality, response times, and resolution standards between a service provider and its customers.
Question 4: In the context of customer service, what does 'escalation' refer to?
- Increasing the price of a product
- Transferring a customer issue to a higher level of authority or expertise when front-line staff cannot resolve it (Correct answer)
- Canceling a customer's account
- Sending promotional emails to customers
Correct answer: Transferring a customer issue to a higher level of authority or expertise when front-line staff cannot resolve it
Escalation is the process of routing an unresolved customer issue to a supervisor, specialist, or higher tier of support who has the authority or expertise to resolve it.
Question 5: What is 'voice of the customer' (VoC)?
- A social media influencer campaign
- A systematic process for capturing customers' expectations, preferences, and aversions (Correct answer)
- An internal employee survey
- A marketing slogan strategy
Correct answer: A systematic process for capturing customers' expectations, preferences, and aversions
Voice of the Customer is a research process that captures customers' stated and unstated needs, preferences, and expectations to guide product and service improvements.
Question 6: Which metric represents the average time it takes a customer service team to respond to customer inquiries?
- First call resolution rate
- Average response time (ART) (Correct answer)
- Customer effort score
- Churn rate
Correct answer: Average response time (ART)
Average Response Time measures how long customers wait, on average, before receiving an initial reply from the service team.
CBO CBO Customer Relations & Service Excellence 2
What is a customer journey map?