1) Which employees do most customers associate with a company? A) The boss whose portrait is on the wall in the reception area B) The cute secretary C) The faces in the ads D) The lowest paid employees in the organization 2) One problem with not seeing the person you are talking to is A )You can’t see the person’s eyes. B)You can’t rely on non-verbal communication. C) You don’t know whether the person is serious. D) None of the above 3) Many customers get their first impression of your company from A) Surveys. B) Ads. C) Electronic visits. D) Word of mouth. 4) Calling yourself Mr. or Ms. may give the impression that A) You are head of your department. B) You are not a low-paid employee. C) You are self-important. D) You are very professional. 5) Titles convey A) Stuffiness. B) Credibility. C) Pompousness. D) Uniqueness. 6) The first step in handling an upset caller is to A) Remember that it’s not about you. B) Get them to tell you their needs. C) Get them to calm down. D) Understand why they are upset. 7) To end a call A) Say “thank you” for calling. B) Speak in the past tense. C) Summarize the call and what has been decided. D) All of the above Unit 2 Examination 76 MKT 121 - Customer Service 8) Customer dissatisfaction with a firm’s phone call handling stems from A) Inability of employees to use the features of telephone and voice mail systems. B) Shortcomings in treating customers with the highest degree of courtesy. C) Both A and B D) Neither A nor B 9) When placing a business call, plan what you will say and jot down some notes that include A) The purpose of your call. B) Your company’s name. C) Both A and B D) Neither A nor B 10) Which of the following benefits does NOT apply to the advantages of a company using websites? A) Decreased marketing costs B) Better employee morale C) Increased exposure and sales D) Better customer service 11) A blog is a A) Forum for unfiltered feedback. B) Variation on a chat room. C) Log or journal maintained by a company or individual. D) All of the above 12) The average cost per transaction of self-service Web assistance is A) 89 cents. B) 15 cents. C) 24 cents. D) 73 cents. 13) Customers expect a page to load in A) Less than 10 seconds. B) Less than 12 seconds. C) Less than 8 seconds. D) None of the above Unit 2 Examination 77 MKT 121 - Customer Service course title 14) Traditional customer service tended to be A) Proactive. B) Interactive. C) Reactive. D) None of the above 15) The costs of Internet-based customer service options are A) Email ($5/incident) and Web chat ($7/incident). B) Email ($1/incident) and Web chat ($6/incident). C) Email ($2/incident) and Web chat ($5/incident). D) Email ($3/incident) and Web chat ($4/incident). 16) Which of the following problems is NOT listed as a people turnoff? A) Inappropriate behavior B) Indifferent attitudes C) Mechanical tone D) Lack of enthusiasm 17) A company will lose what percent of its customers per year due to turnoffs? A) 4-15% B) 40-60% C) 20-50% D) ...

1. 1) Which employees do most customers associate with a
company?
A) The boss whose portrait is on the wall in the reception area
B) The cute secretary
C) The faces in the ads
D) The lowest paid employees in the organization
2) One problem with not seeing the person you are talking to is
A )You can’t see the person’s eyes.
B)You can’t rely on non-verbal communication.
C) You don’t know whether the person is serious.
D) None of the above
3) Many customers get their first impression of your company
from
A) Surveys.
B) Ads.
C) Electronic visits.
D) Word of mouth.
4) Calling yourself Mr. or Ms. may give the impression that
A) You are head of your department.
B) You are not a low-paid employee.
C) You are self-important.
D) You are very professional.
5) Titles convey
A) Stuffiness.
B) Credibility.
C) Pompousness.
D) Uniqueness.
6) The first step in handling an upset caller is to
A) Remember that it’s not about you.
B) Get them to tell you their needs.
C) Get them to calm down.
D) Understand why they are upset.
7) To end a call
A) Say “thank you” for calling.

2. B) Speak in the past tense.
C) Summarize the call and what has been decided.
D) All of the above
Unit 2 Examination
76
MKT 121 - Customer Service
8) Customer dissatisfaction with a firm’s phone call handling
stems from
A) Inability of employees to use the features of telephone and
voice mail systems.
B) Shortcomings in treating customers with the highest degree
of courtesy.
C) Both A and B
D) Neither A nor B
9) When placing a business call, plan what you will say and jot
down some notes that include
A) The purpose of your call.
B) Your company’s name.
C) Both A and B
D) Neither A nor B
10) Which of the following benefits does NOT apply to the
advantages of a company using websites?
A) Decreased marketing costs
B) Better employee morale
C) Increased exposure and sales
D) Better customer service
11) A blog is a
A) Forum for unfiltered feedback.
B) Variation on a chat room.
C) Log or journal maintained by a company or individual.
D) All of the above
12) The average cost per transaction of self-service Web
assistance is
A) 89 cents.
B) 15 cents.
C) 24 cents.

3. D) 73 cents.
13) Customers expect a page to load in
A) Less than 10 seconds.
B) Less than 12 seconds.
C) Less than 8 seconds.
D) None of the above
Unit 2 Examination
77
MKT 121 - Customer Service
course title
14) Traditional customer service tended to be
A) Proactive.
B) Interactive.
C) Reactive.
D) None of the above
15) The costs of Internet-based customer service options are
A) Email ($5/incident) and Web chat ($7/incident).
B) Email ($1/incident) and Web chat ($6/incident).
C) Email ($2/incident) and Web chat ($5/incident).
D) Email ($3/incident) and Web chat ($4/incident).
16) Which of the following problems is NOT listed as a people
turnoff?
A) Inappropriate behavior
B) Indifferent attitudes
C) Mechanical tone
D) Lack of enthusiasm
17) A company will lose what percent of its customers per year
due to turnoffs?
A) 4-15%
B) 40-60%
C) 20-50%
D) 10-30%
18) According to the text, satisfied workers are not
A) Happy workers.
B) Motivated workers.
C) Long-term workers.

4. D) None of the above
19) The simplest way to get information about potential
customer turnoffs is
A) Follow-up surveys in the mail.
B) Simply to listen.
C) Telephone surveys within 48 hours of the transaction
D) A customer response card at the point of sale.
Unit 2 Examination
78
MKT 121 - Customer Service
20) The text quotes consultant David Freemantle as saying that
what is at the center of excellent customer service?
A) Good listening
B) Customer engagement
C) Emotional connectivity
D) All of the above
21) Feedback is a form of
A) Resolving concerns.
B) Coaching.
C) Complaining.
D) Advertising.
22) The time to gain insight from an unhappy customer is
A) After they have had time to organize their thoughts.
B) When they are no longer angry about the problem.
C) At the time of the problem.
D) When they can clearly articulate their thoughts.
23) What percent of dissatisfied customers who don’t complain
report a willingness to do business with a company again?
A) 3-25%
B) 9-37%
C) 16-49%
D) 17-26%
24) The real issue when working with customer solutions is
A) Not whether the customer is right.
B) Making sure the customer feels justified and helped.
C) Both A and B

5. D) Neither A nor B
25) The three-step process for acting on complaints does NOT
include
A) Restating the problem.
B) Resolving the problem.
C) Feeling empathy.
D) Offering something more to exceed expectations.