CRM Customer Experience & Service Excellence 2 — Questions and Answers
Question 1: Which service excellence model emphasizes five dimensions: reliability, assurance, tangibles, empathy, and responsiveness?
- SERVQUAL (Correct answer)
- RATER model
- Kano Model
- AIDA Model
Correct answer: SERVQUAL
SERVQUAL (also represented by the RATER acronym) is the industry-standard framework for measuring perceived service quality across five core dimensions.
Question 2: Proactive relationship management means a CRM professional should:
- Only reach out when clients contact them first
- Anticipate client needs and reach out with relevant solutions before the client asks (Correct answer)
- Send monthly account statements without commentary
- Wait for annual reviews to discuss portfolio changes
Correct answer: Anticipate client needs and reach out with relevant solutions before the client asks
Proactive management builds trust and adds value by demonstrating that the CRM monitors the client's situation and acts in their interest without being prompted.
Question 3: An omnichannel service approach in CRM means:
- Serving clients through one preferred channel only
- Providing seamless, integrated service across all communication channels (in-person, phone, email, digital) (Correct answer)
- Eliminating branch visits to reduce costs
- Only using digital platforms for client interactions
Correct answer: Providing seamless, integrated service across all communication channels (in-person, phone, email, digital)
Omnichannel service ensures that clients receive consistent, connected experiences regardless of which channel they use to interact with the firm.
Question 4: The 'customer effort score' (CES) measures:
- How much the client spends annually
- How easy or difficult it is for clients to accomplish their goals when interacting with the firm (Correct answer)
- The number of interactions required to resolve an issue
- Client satisfaction with pricing
Correct answer: How easy or difficult it is for clients to accomplish their goals when interacting with the firm
CES measures the perceived ease of interactions, and research shows reducing client effort is one of the strongest predictors of loyalty.
Question 5: Which of the following is considered a 'hygiene factor' in client service—something that won't increase satisfaction if present but will cause dissatisfaction if absent?
- Personalized birthday greetings
- Accurate account statements delivered on time (Correct answer)
- Exclusive client events
- Priority access to new investment products
Correct answer: Accurate account statements delivered on time
Accurate, timely account statements are a hygiene factor—clients expect them and don't reward their presence, but errors or delays cause significant dissatisfaction.
Question 6: When handling a high-value client complaint, the CRM's documentation should include:
- Only the resolution provided
- The nature of the complaint, client sentiment, root cause, resolution steps, and follow-up plan (Correct answer)
- A summary of the client's portfolio value
- Only regulatory-required disclosures
Correct answer: The nature of the complaint, client sentiment, root cause, resolution steps, and follow-up plan
Thorough complaint documentation captures all dimensions of the issue for compliance purposes, pattern analysis, and ensuring follow-through on the resolution.
CRM Customer Experience & Service Excellence 2
Which service excellence model emphasizes five dimensions: reliability, assurance, tangibles, empathy, and responsiveness?