CQIA Customer Satisfaction 2 — Questions and Answers
Question 1: Which metric directly measures the likelihood of a customer recommending a product or service to others?
- Customer Effort Score (CES)
- Net Promoter Score (NPS) (Correct answer)
- Customer Satisfaction Score (CSAT)
- First Contact Resolution (FCR)
Correct answer: Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking how likely they are to recommend the company on a 0–10 scale.
Question 2: A customer complains that a product failed to meet the stated specifications. This is an example of:
- Latent dissatisfaction
- A gap between perceived and expected quality (Correct answer)
- A warranty claim only
- Value-added feedback
Correct answer: A gap between perceived and expected quality
Customer dissatisfaction arises from a gap between what was expected (specifications) and what was perceived (actual performance).
Question 3: In the Kano Model, which category describes features that customers expect as basic and whose absence causes strong dissatisfaction?
- Performance (One-dimensional) needs
- Excitement (Delighter) needs
- Basic (Must-be) needs (Correct answer)
- Indifferent needs
Correct answer: Basic (Must-be) needs
Basic needs are threshold requirements; their absence causes dissatisfaction, but their presence does not increase satisfaction.
Question 4: An organization reviews customer complaint data monthly to identify recurring issues. This practice is best described as:
- Reactive quality control
- Proactive risk management
- Systematic complaint analysis for continual improvement (Correct answer)
- Corrective action only
Correct answer: Systematic complaint analysis for continual improvement
Systematically analyzing complaint trends is a proactive improvement practice that drives root-cause elimination.
Question 5: Which of the following best defines 'customer delight'?
- Meeting all contractual obligations exactly
- Exceeding customer expectations in an unexpected way (Correct answer)
- Resolving complaints within 24 hours
- Providing the lowest possible price
Correct answer: Exceeding customer expectations in an unexpected way
Customer delight occurs when performance surpasses expectations in a way the customer did not anticipate, creating positive surprise.
Question 6: A team uses a Pareto chart on customer complaint categories. The primary purpose is to:
- Rank complaints alphabetically for reporting
- Identify the vital few categories causing most dissatisfaction (Correct answer)
- Calculate the average complaint rate
- Map the complaint resolution process
Correct answer: Identify the vital few categories causing most dissatisfaction
A Pareto chart applies the 80/20 rule to focus improvement efforts on the categories responsible for the majority of complaints.
Question 7: Which survey design practice most reduces bias in customer satisfaction questionnaires?
- Using only open-ended questions
- Leading the respondent with positive phrasing
- Using neutral, balanced language and a clear rating scale (Correct answer)
- Limiting surveys to phone interviews only
Correct answer: Using neutral, balanced language and a clear rating scale
Neutral language and consistent scales prevent response bias and yield more accurate measures of true customer sentiment.
CQIA Customer Satisfaction 2
Which metric directly measures the likelihood of a customer recommending a product or service to others?