Exam 14: Building Customer Relationships

Molly has had repeated positive experiences with her local coffee shop. They suggest new flavors, call her by her first name, and donate to a local charity that Molly supports. Molly's experiences, as a result, contribute to the firm's CRM

To establish an effective customer service program, which of the following should be completed first?

Customer service issues are always identified through a formal review process within a small firm.

CRM is the business version of

Match the term with its definition. -The starting point for all behavior

Diane is a loyal, long-term customer at Burke's Furniture Store. It would be expected that she would

Match the term with its definition. -A company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on specific customer groups

Match the term with its definition. -The process of grouping things that are perceived as being similar

A basic idea forming the foundation of customer loyalty for small firms includes the notion that

Match the term with its definition -The features or characteristics of a product or service that customers use for comparison

Most customer service problems are identified by

An approach that recognizes that, with every interaction, customers learn something about a company that will affect their desire to do business there in the future is known as

List and briefly describe the four psychological influences that have the greatest relevance to small businesses.

Addressing a customer by name typically means very little to them.

In which of the following stages of the consumer decision-making process is Josh when he becomes concerned about whether his friends will enjoy the video game he downloaded?

Match the term with its definition -A collection of information about a customer as defined by CRM goals including personal, demographic, lifestyle, and transaction data; online habits; past responses; and complaint history

Erin often shops at a retail store where her friends shop because of her desire to be affiliated with the group. The friends are exerting _____ power over Erin.

There must be a company-wide commitment to CRM concept if CRM is to be productive.

Jeff has concluded that his company, which sells professional football merchandise, needs to increase its line of shirts. He is in the _____ stage of the consumer decision-making process.

Linda is considering several colleges at which to finish her culinary degree. She is in the _____ stage of the consumer decision-making process.