CRM Customer Experience & Service Excellence 2

Question 1

Which service excellence model emphasizes five dimensions: reliability, assurance, tangibles, empathy, and responsiveness?

Accepted Answer

SERVQUAL

Answer

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:

Accepted Answer

Anticipate client needs and reach out with relevant solutions before the client asks

Answer

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:

Accepted Answer

Providing seamless, integrated service across all communication channels (in-person, phone, email, digital)

Answer

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:

Accepted Answer

How easy or difficult it is for clients to accomplish their goals when interacting with the firm

Answer

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?

Accepted Answer

Accurate account statements delivered on time

Answer

Accurate, timely account statements are a hygiene factor—clients expect them and don't reward their presence, but errors or delays cause significant dissatisfaction.

CRM - Certified Relationship Manager Practice Test

CRM - Certified Relationship Manager Practice Test

CRM Customer Experience & Service Excellence 2