Name: ______________________________ ( ) Class: ________________________

Marks: ________/_________

Customer Relationship Management

PROGRESS TEST
Unit 2 – Apply principles of Customer Experience
Management in CRM

SECTION A : Multiple-Choice Questions – 2 marks each

For each question, select the most appropriate answer and write the
corresponding letter in the brackets provided.

1. A customer experience is made up of the

(A) supplier journey, brand touchpoints and the environment.

(B) customer journey, media touchpoints and the experience.
(C) customer journey, brand touchpoints and the environment.
(D) company journey, customer touchpoints and the employees. ( C )

2. Which one of the following is a strategy to provide positive customer

experience?

(A) Understand who your suppliers are.

(B) Develop a negative relationship with customers.
(C) Capture backdated customer feedback and information.
(D) Create a clear customer experience vision within an organisation.
( D )
3. What does CEM stands for?

(A) Customer experience map.

(B) Customer experience management.
(C) Communication experience manager.
(D) Customer-centric experience management. ( B )

4. The four stages of a customer journey includes

(A) initiate competition, process and installation.

(B) inquiry, comparison, purchase and installation.
(C) process, attitude, communication and evaluation.
(D) advocacy, recommendation, attention and damage. ( B )

5. Which of the following describes the “Destroying Cluster” in The Hierarchy

of Emotional Value?

(A) Happy and pleased.

(B) Valued and focused.
(C) Interested and indulgent.
(D) Disappointed and frustrated. ( D )
SECTION B : Short Answer Questions

Write your answers in complete sentences in the spaces provided.

6. Define Customer Experience. (2 marks)

Customer experience is the product of an interaction between an organisation and a

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Customer throughout their relationship.
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7. State TWO reasons why positive customer experience is important. (4 marks)

1. Delivers brand promise and meets customers' expectation.

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2. Turns customers into repeat and loyal customers.
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8. State the SEVEN steps of the customer experience strategy. (4 marks)

Create a clear customer experience vision, Understand the Customers, Create an

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emotional connection with customers, Capture customer feedback in real-time, Use a
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quality framework for the development of team, Act upon regular employee feedback,
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Measure the return of investment (ROI) from delivering great customer experience.

9. Define Customer Journey Map. (2 marks)

A customer journey map is a diagram or several diagrams that depict the stages
customers go through when interacting with a company, from buying products online
to accessing customer service on the phone to airing grievances on social media.
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2
10. State any THREE considerations in order to map a customer journey
effectively. (6 marks)

1. Focus based on customer's perspective. The journey map needs to focus on how
a customer experiences the interactions, not how the company perceives those
experiences.
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2. Account for different customer segments. Account for the fact that different
customer segments experience products, brands and services differently.
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3. Conduct research on customer journey maps. Use tools such as customer
analytics to develop a customer journey map to reflect the likely customer behaviour
best.
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11. State in sequence, the FOUR clusters of customers’ emotions under The
Hierarchy of Emotional Value, starting from the top to the bottom of the
hierarchy. (4 marks)

Advocacy Cluster, Recommendation Cluster, Attention Cluster, Destroying Cluster

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12. Identify TWO customer touchpoints before purchase and TWO customer
touchpoints after purchase. (4 marks)

Before Purchase) Social Media, Advertising

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After Purchase) Marketing Email/SMS, Support Help Centre
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