Total Quality Management Questions on “Customer Satisfaction – 2”.
1. Which of the following is false regarding the Kano Model of Customer Satisfaction?
a) Identifying customer needs
b) Determining functional requirements
c) Concept development
d) Inability in analyzing competitive product
Answer: d
Clarification: The Kano Model of Customer Satisfaction is useful for Identifying customer needs, Determining functional requirements, Concept development and Analyzing competitive products. The Kano model categorizes customer needs into basic needs, performance needs and excitement needs.
2. Complaints, industry standards, and what your competitors are doing are techniques to gather information about Basic Needs.
a) True
b) False
Answer: a
Clarification: Complaints, industry standards, and what your competitors are doing are techniques to gather information about Basic Needs. They are the needs that get a company in the market.
3. The customer needs that keep a company in the market are called ___________
a) Performance Needs
b) Basic Needs
c) Excitement Needs
d) Excess Needs
Answer: a
Clarification: Performance needs are the customer needs that keep a company in the market. For example, customers would be willing to pay more for a building in an earthquake-prone area that offers greater preparedness in case an earthquake occurs.
4. Market research, focus groups, Surveys, Clinics, Interviews, and Contextual Enquiry are techniques to gather information about Performance Needs.
a) True
b) False
Answer: a
Clarification: Market research, focus groups, Surveys, Clinics, Interviews, and Contextual Enquiry are techniques to gather information about Performance Needs. Customer’s happiness is related to how well the performance needs are met.
5. The customer needs that bring with them pleasant surprises and customer delight are called ________________
a) Performance Needs
b) Basic Needs
c) Excitement Needs
d) Excess Needs
Answer: c
Clarification: The customer needs that bring with them pleasant surprises and customer delight are called Excitement Needs. Excitement needs if not fulfilled has no effect on customer satisfaction.
6. The expression of dissatisfaction with a product/service, either orally or in writing, from an internal customer or external customer is called _______
a) customer needs
b) customer delight
c) customer expectations
d) customer complaints
Answer: d
Clarification: The expression of dissatisfaction with a product/service, either orally or in writing, from an internal customer or external customer, is called customer complaints. Customer complaints may be due to a genuine cause, misunderstanding or unreasonable expectations.
7. Which of the following is not a tool used to collect customer complaints?
a) Ask the manager of the company to list down potential reasons for customer complaints
b) Social media
c) Toll – free telephone numbers
d) Customer visits
Answer: a
Clarification: Social media, Toll – free telephone numbers, Customer visits, Customer questionnaire, Post – transaction surveys and Focus groups are some of the tools used to collect information about customer complaints. Customer complaints may be related to the product or after-sales service.
8. _________ is the set of activities performed by an organization used to satisfy the customer and their needs.
a) Customer satisfaction
b) Customer service
c) Customer needs
d) Customer delight
Answer: b
Clarification: Customer service is the set of activities performed by an organization used to satisfy the customer and their needs. The service can be provided before the sale of the product, during the sale of the product and after the sale of the product.
9. Which of the following is not an element of customer service?
a) Organization
b) Customer care
c) Communication
d) Co-founder
Answer: d
Clarification: Organization, Customer care, Communication, Front-line People and Leadership are the elements of customer service. Customer service refers to the set of activities performed by an organization to satisfy customers and their needs.
10. ________ defines activities which occur within an organization that ensures a customer is not only satisfied but also retained.
a) Customer care
b) Customer satisfaction
c) Customer needs
d) Customer delight
Answer: a
Clarification: Customer care defines activities that occur within an organization that ensures a customer is not only satisfied but also retained. Customer retention is more important than attracting new customers.