Chapter 14 Homework

1)The most important thing to HOLT customers is

customer equity.

pricing.

dollar fill rate.

uptime.

product packaging.

2The most important thing to HOLT customers is

customer equity.

uptime.

dollar fill rate.

product packaging.

pricing.

3HOLT's decision to hold a huge amount of inventory is driven by the desire to meet which customer service factor?

timeliness

customer communication

perfect order rate

lifetime value analysis

line fill rate

4HOLT's use of "mobile shops" to work on customer equipment at the customer's site has led to increases in

perfect order rate.

fill rate.

data mining.

customer satisfaction.

cognitive dissonance.

5HOLT product support sales reps are successful at providing great customer service for all of the following reasons except

they are highly trained.

they can work with technicians to develop solutions.

they work directly with the customers at the job sites.

they were all originally HOLT customers.

they understand the applications of their customers.

6The basis of HOLT's customer service is rooted in the firm's commitment to be

the lowest priced provider.

active in social media.

only in Texas.

profitable.

ethical.

7Match each description to the appropriate customer service metric.

1. Order cycle time

2. Fill rate

3. Perfect order rate

4. Line fill rate

5. On-time delivery

6. Dollar fill rate

8For each social media activity, select the most appropriate customer-service objective that it helps to improve.

1. Tweeting out special discounts in the afternoon on rooms that are vacant for that night

2. Monitoring social media comments to help forecast demand for rooms during the holidays

3. Responding to a customer complaint about Stetson's room rates on Twitter

4. Allowing customers to book a room at Stetson's directly on Facebook

5. Posting testimonials on Stetson's Facebook page from customers who have always received the room for which they made a reservation

6. Texting customers with reservations that night that their rooms are ready

7. Offering customers 10 percent off the room rate if they purchase using a special Twitter link

8. Tweeting out reservation upgrades to followers who have provided feedback to Stetson's

9Match each of Orr’s actions to the appropriate step in the customer relationship management process.

1. Understand how customers interact.

2. Store and analyze information.

3. Utilize analysis to build customer relationships.

4. Gather specific customer information.

5. Identify current customers.