Chapter 06

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
6) The "I" in LIFE stands for:
A) information. B) initiative. C) insight. D) innovation.

7) When customers are in the "zone of indifference" they:

A) feel they are being treated unfairly or differently from others.
B) may be generally satisfied but not necessarily motivated to become loyal customers.
C) are not feeling any particular dissatisfaction.
D) Both B and C are correct.

8) People in an organization who are responsible for articulating a value proposition are:
A) top leaders (owners or executives). B) middle managers.
C) employees at all levels. D) Both A and B.

9) The McDonald's story in this chapter is presented to:

A) make students hungry.
B) illustrate the importance of having consistent systems.
C) stress the importance of low prices.
D) emphasize potential value turnoff problems.

10) Several ideas for reducing people turnoffs are offered in this chapter. Among them is/are:
A) changing employee communication behaviors, which can be done easily with training.
B) clearly identifying taboos–certain messages, terms, language and nonverbal behaviors that are
unacceptable.
C) hiring people with good technical skills rather than stressing interpersonal skills.
D) All of the above.

Jmp_Customer Service
TRUE/FALSE.
11) Required log-in for online customers may be regarded as a turnoff.
Answer: True False

12) A typical company can expect to lose 10 to 30 percent of its customers each year because it turned them off.
Answer: True False

13) Virtually every company should have a "service department."

Answer: True False

14) In a McKinsey and Company study of business-to-business customers, the most frequently identified turnoff
was "sales style [that] is too aggressive."
Answer: True False

15) Many visuals or unnecessary sound effects in a company Web site (a turnoff that one blogger calls "design
overkill") are likely to turn off customers and diminish the value of the site.
Answer: True False

16) People are more likely to recall a satisfactory customer experience than a poor one.
Answer: True False

17) Some research shows that the number one turnoff people identify is slow service.
Answer: True False

18) Insight into what may be turning customers off–although sometimes difficult–is essential to service
improvement.
Answer: True False

Jmp_Customer Service