NCSA Understanding Customer Behavior 3 — Questions and Answers
Question 1: The concept of 'moments of truth' in customer service refers to:
- Times when a company must decide its pricing strategy
- Any interaction where a customer forms an impression of the company (Correct answer)
- The final stage of a purchase decision
- Performance reviews of customer service staff
Correct answer: Any interaction where a customer forms an impression of the company
Moments of truth, coined by Jan Carlzon, are any touchpoints where a customer interacts with a business and forms an opinion about its service quality.
Question 2: A customer who browses products online, visits a store to examine them, then purchases via a mobile app is exhibiting:
- Impulse buying behavior
- Omnichannel shopping behavior (Correct answer)
- Brand switching behavior
- Cognitive dissonance
Correct answer: Omnichannel shopping behavior
Omnichannel behavior involves customers using multiple channels seamlessly across their purchase journey.
Question 3: Which Maslow hierarchy level is a customer addressing when they seek a warranty or money-back guarantee?
- Physiological needs
- Esteem needs
- Safety and security needs (Correct answer)
- Self-actualization needs
Correct answer: Safety and security needs
Warranties and guarantees address safety and security needs by reducing the perceived risk associated with a purchase.
Question 4: Post-purchase cognitive dissonance is most likely to occur when:
- A customer buys a low-cost impulse item
- A customer makes a high-involvement purchase with irreversible commitment (Correct answer)
- A customer uses a loyalty reward to buy a product
- A customer returns a defective item
Correct answer: A customer makes a high-involvement purchase with irreversible commitment
Cognitive dissonance after purchase is strongest when the decision involved significant cost, effort, or commitment that is difficult to reverse.
Question 5: A customer service representative notices a customer's tone shift from frustrated to calm after being given full control of the resolution options. This reflects the power of:
- Procedural justice
- Interactional justice
- Customer perceived control (Correct answer)
- Empathy scripting
Correct answer: Customer perceived control
Giving customers choices in the resolution process increases their perceived control, which reduces frustration and improves satisfaction.
Question 6: Which behavioral driver most strongly influences repeat purchasing in subscription-based services?
- Habit formation and inertia (Correct answer)
- Constantly improving product features
- Competitive pricing alone
- Influencer endorsements
Correct answer: Habit formation and inertia
Habit formation and inertia reduce active decision-making, making customers likely to continue subscriptions without reconsidering alternatives.
Question 7: A customer who is emotionally attached to a brand and advocates for it without financial incentive is best described as a:
- Loyal buyer
- Brand ambassador (Correct answer)
- Price-sensitive repeat purchaser
- Passive supporter
Correct answer: Brand ambassador
A brand ambassador is emotionally committed to a brand and voluntarily promotes it to others without being compensated.
NCSA Understanding Customer Behavior 3
The concept of 'moments of truth' in customer service refers to: