Medallia Customer Experience Certification Professional Ethics & Standards 3 — Questions and Answers
Question 1: In Medallia's ethical framework, 'role-based access control' for CX dashboards primarily serves to:
- Reduce the number of users who need training on the platform
- Ensure individuals only access customer data relevant to their business role (Correct answer)
- Speed up dashboard load times by limiting concurrent users
- Prevent senior leadership from reviewing frontline performance data
Correct answer: Ensure individuals only access customer data relevant to their business role
Role-based access control limits data exposure to those with a legitimate business need, protecting customer privacy and maintaining data security.
Question 2: A Medallia practitioner is asked by a client to design a survey that subtly steers customers toward giving higher ratings. The ethical response is:
- Comply since the client has the right to design their own surveys
- Decline to implement biased survey design and explain why neutral phrasing produces more actionable data (Correct answer)
- Add leading questions only to the demographic section where bias has less impact
- Implement the design but add a disclaimer to the final report
Correct answer: Decline to implement biased survey design and explain why neutral phrasing produces more actionable data
Biased survey design compromises data validity and should be refused; the practitioner should educate the client on why unbiased measurement produces better business outcomes.
Question 3: Under GDPR requirements relevant to Medallia programs in Europe, customers have the 'right to erasure.' This means:
- Customers can request deletion of their personal data held in the Medallia platform (Correct answer)
- Customers can delete survey questions they find intrusive
- Organizations must erase all historical NPS data annually
- Survey responses automatically expire after 30 days
Correct answer: Customers can request deletion of their personal data held in the Medallia platform
The right to erasure (right to be forgotten) allows individuals to request that their personal data be deleted from organizational systems, including CX platforms like Medallia.
Question 4: Which situation represents a conflict of interest that a Medallia professional must disclose?
- Having prior experience in the client's industry
- Owning stock in a competitor that the client is benchmarking against (Correct answer)
- Using a standard Medallia implementation methodology
- Recommending a Medallia product feature that the client has not yet purchased
Correct answer: Owning stock in a competitor that the client is benchmarking against
Owning financial interests in a competing company benchmarked in the engagement creates a material conflict of interest that must be disclosed to maintain professional integrity.
Question 5: What is the ethical obligation of a Medallia professional who believes a recommended CX program change will harm customers even though leadership has approved it?
- Implement it without comment since leadership has final authority
- Raise the concern through appropriate internal channels before implementation (Correct answer)
- Refuse to participate and resign from the project immediately
- Implement it but document personal disagreement for liability protection
Correct answer: Raise the concern through appropriate internal channels before implementation
Professionals have an obligation to voice concerns through proper channels before implementation; escalation within appropriate structures protects both customers and the organization.
Question 6: When a Medallia program captures open-text verbatim feedback, professional standards require that:
- All verbatims be published in full on internal company intranets for transparency
- Verbatims containing PII be handled according to the organization's data privacy policy (Correct answer)
- Verbatims be paraphrased so that individual customers cannot be identified
- Open-text fields be disabled to prevent accidental PII collection
Correct answer: Verbatims containing PII be handled according to the organization's data privacy policy
Open-text verbatims may inadvertently contain PII and must be governed by the organization's data privacy policy rather than shared or altered without authorization.
Question 7: A professional applying Medallia's ethical standards to survey frequency management should prioritize:
- Maximizing the number of touchpoints to gather the most data possible
- Balancing data collection needs against customer survey fatigue to protect the respondent experience (Correct answer)
- Sending surveys only when response rates are historically highest
- Eliminating all follow-up surveys to minimize customer burden
Correct answer: Balancing data collection needs against customer survey fatigue to protect the respondent experience
Survey frequency ethics require balancing organizational data needs against the respondent's experience, avoiding practices that erode trust through over-surveying.
Medallia Customer Experience Certification Professional Ethics & Standards 3
In Medallia's ethical framework, 'role-based access control' for CX dashboards primarily serves to: