UNIVERSITY OF SOUTHERN MINDANAO

Kabacan, Cotabato
Philippines
TEST QUESTIONNAIRE

BUSINESS ADMINISTRATION DEPARTMENT

MM322-CUSTOMER RELATIONS
MIDTERM EXAMINATION

GENERAL INSTRUCTIONS:
1. Read each question carefully before answering.
2. Put cell phones off or in silent mode.
3. Only the following items are allowed on your arm chair; exam permit, test question, answers sheet,
and ball pen.
4. Except on emergency cases, you are not allowed to leave the classroom once the examination has
started.

I. MULTIPLE CHOICES
Direct ion: Please shade the letter that best describes your answer on the sheet provided.
1. Imagine that a customer receives an e-mail from your company that has no greet ing and has
several spelling mistakes, for many customers, It signifies that your staff members are not
professional, your company does not care, and the quality of your product is quest ionable. This
quick judgement is referred to as___________?
A. Customer Sat isfact ion C. Customer Service
B. Customer Logic D. Customer Service Encounter
2. Who needs to be on the implementat ion team of the service strategy?
A. Top management alone
B. The Front-Line Staff because they have the first encounter with the customers
C. The consultant and top management
D. All of the above
3. It describes the interact ion between a consumer and a firm that allows the consumer to form
impressions and memories from the experiences received.
A. Moments of Truth C. Customer Service Impressions
B. Service Encounters D. Percept ion
4. It involves select ing a sample from the customers, contact ing them through telephone, email and
in person and asking them about the service they received from your company.
A. Random Survey C. Lost Account
B. Company-wide att itude Survey D. Customer Exit Survey
5. A manager of XYZ Company is having a problem with regards to his employees. Rumours are
spreading around about backstabbing, fighting among colleagues that results to decreasing
performance of the company. If you are the manager, what is the appropriate approach in this
matter?
A. Random Survey C. Lost Account
B. Company-wide att itude Survey D. Customer Exit Survey
6. A huge group of clients of JBM Telecommunicat ion Company is unsat isfied with the current service
provided by the company, and decided to disconnect their accounts. JBM Company has no idea
what’s the reason behind this problem. As the staff of thecompany, what will be the best way to
address this problem?
A. Random Survey C. Lost Account Survey
B. Company-wide att itude Survey D. Customer Exit Survey
7. A type of quest ions which aims to gather general informat ion.
A. Yes or No Question C. Degree Questions
Page 1 of 5
B. Poor-to-excellence Questions D. Excellence-to-poor Questions
8. JM Pizza House’s customer survey showed a consistent problem with the delivery. The manager
discovered that the root cause is that the different departments involved do not communicate
from one another. How will the manager be able to dramat ically improve the situat ion?
A. Provide an open channel for communicat ion C. Give them a training
B. Fire those people who failed to do their task D. Talk to them by departments
9. A company is facing a serious and sever problem about its personnel. The company wants to
conduct a training to address this issue. Who do you think is the most qualified to conduct the
training?
A. The manager should be the one to carry this out as he knows his employees very well
B. The outside consultant is the most qualified because he has no political t ies.
C. The HR Department because they know the appropriate approach in this issue
D. The Employees as they are the one who created the issue.
10. You’ve not iced that Mary is not always wearing his name tag as well as her ID inside the company.
As the supervisor, what would be the best way to tell Mary to wear her ID and nametag?
A. “Mary, you haven’t been wearing your nametag and ID. You Have to wear it any t ime when you’re in
this building
B. “Mary, I think you’ve forgotten to wear your ID and nametag”
C. “Mary, you have to wear your ID and nametag. You must follow the policy”
D. “Mary, I think it is important that we have to wear our ID’s and nametags”
11. Which of the following portrays a service standard?
A. Return customer calls in a t imely fashion C. Answer the phone within three rings
B. Dress appropriately for work D. Be attent ive to the customer
12. The following are the steps in the coaching process, except;
A. Preparing yourself for coaching C. Preparing the coaching session
B. Understanding the situat ion D. Conduct ing the coaching session
13. Judy suggests that Jim read Chapter 16 of Customer Relat ions Book. To maximize Jim’s learning
experience, Judy sets up another meet ing so they can discuss what Jim learned and any quest ions
he may have, after he reads the chapter. Judy is using what coaching method?
A. Relying on reflect ion and discussion C. Observing role models.
B.Taking passive instruct ion D. Learning by experience.
14. Which of the following is not an example of service standard?
A. Be empathet ic with an upset customer C. Return all customer calls within 24 hours
B. Always apologize the customer is upset D. Wear your uniform at all times
15. Which of the following is service quality?
A. Don’t mind the angry customers C. Return all customer calls within 24 hours
B. Always apologize if customer is upset D. Take personal responsibility for helping the customer
16. Which of the following is the wrong not ion about customer service?
A. Customer service is the job of the market ing department alone
B. Customer service is a philosophy
C. Customer service can be used as a compet it ive advantage
D. Customer service is the new market ing
17. Which of the following is not true about customer focused companies?
A.Recognit ion is earned by staff members who balance job efficiency with customer sat isfact ion.
B. Promot ion is based on good service skills and on seniority.
C. Training the staff is a high priority, focusing on technical and interpersonal skills.
D. Bottom-line of the management fixes always win out over long-term solut ions
18. A co-worker comes up to you and asks for a printout of a report. In ten minutes later, you turn
around and go to that same co-worker and ask for help with a project. In this case, who is the
service provider?
A. You C. Both of you
B. Either of you D. Nobody because it’s not the concept of customer service
19. One of the first and most important step in becoming customer centric is
A. to take steps knowing your weakness/es
B. to understand the financial condition of the company
C. to hire a consultant
 D. to hire more people and train them
20. Imagine that you are an owner of an Ice Cream Parlor. You have conducted a research and it was
found out that most of the Ice Cream eaters are becoming health conscious. And you’ve finally
decided to create another line of healthy Ice Cream flavours. How will you determine if your
strategy is effect ive?
A. You must have metrics C. Market share has increased
B. Sales has increased D. Market ing act ivies have improved
21. Which of the following has the idea in coming out of the empowering tools for TQM improvement?
A. Quality groups B. Solut ion teams C. Problem groups D. Examining committee
22. It refers to customers whose sole purchasing criterion is price and who have no vendor loyalty.
A. Direct buyers B. Relat ionship buyers C. Transact ion buyers D. Indirect buyers
23. It refers to a series of activities designed to enhance the level of customer sat isfact ion.
A. Quality assurance B. Customer Relat ionship C. Customer Service D. Customer System
24. Who is the person that ment ioned this line “Quality in a service or product is not what you put into it.
It is what the client or customer gets out of it?”
A. Henry Ford B. Bill Gates C. Steve Jobs D. Peter Drucker
25. Which of the following is one of the basic needs of a customer?
A. The need to understand C. The need to be loved
B. The need to feel important D. The need to sell
26. It refers to those who value a long-term vendor partnership.
A. Indirect buyers B. Relat ionship buyers C. Direct buyers D. Transact ion buyers
27. How many seconds that a service provider makes an eye contact with customers approaching?
A. 3 B. 5 C. 10 D. 12
28. What is the step 3 in creat ing an agenda for coaching?
A. Greet ing and thanking everyone for attending
B. Stat ing the purpose of the meet ing and what you’d like to accomplish.
C. Elicit ing feedback and opinions about the topic.
D. Discussing and clarifying the issues.
29. Preparing to coach service excellence means two things, except
A. Knowing your strengths and weaknesses so you’re better prepared.
B. Knowing how members of your staff learn so you can coach them in the most effect ive ways.
C. Both A and B
D. Neither A nor B.
30. The steps of a problem-solving meet ing are the following, except
A. Defining the problem. C. Evaluat ing possible solut ions.
B. Brainstorming possible solut ions D. Monitoring the plan
31. Brainstorming is more beneficial and fun for everyone, if you
A. Select a subject to which everyone cannot relate.
B. Fall into the trap of judging what people say.
C. Invite less talkat ive members of the group to share their thoughts.
D. Manage more diligent members.
32. Support from this group gives the ult imate success of any customer-service improvement effort.
A. Front-line staff C. Senior managers
B. Examining Committee D. Supervisors
33. Statement 1: It is recommended that you use an outside consultant or trainer to lead your service
management training sessions.
Statement 2: All the managers in the company need to attend service management training that
includes improving the awareness and ability, enhancing skills and understanding, and rewarding
staff for service excellence.
A. Only statement 1 is correct C. Both A & B are correct
B. Only statement 2 is correct D. Either A or B
34. Which of the following is an essent ial part of sustaining long-term improvements in customer
sat isfact ion?
A. Training all front-line staff core customer-service skills and att itude.
B. Enhancing the att itudes and skills of supervisors
C. Training all senior managers
D. Enhancing customer understanding of the product
35. The following are the purpose of problem-solving training, except
A. Help part icipants understand various models of problem-solving.
B. Discover specific techniques for analyzing problems.
C. Keep strategic act ions in solving a problem.
D. Use a variety of tools for solving problems on the job.
36. It reinforces the message that customer service is a collect ive effort.
A. Team-building B. Problem-solving C. Brainstorming D. Educat ional trip
37. The principles of behaviour that one should use when writing or answering messages online.
A. Inbox management B. Building online rapport C. E-mail et iquette D. Personal Ethics
38. Imagine that you are operat ing a motor cycle shop. The following are the cycles of your service.
1. Complet ing the repair
2. Booking the repair
3. Customer contact ing you about a repair
4. Customer picking up repaired bicycle
What should be the order of the cycle?
A. 3,1,2,4 B. 3,2,4,1 C. 3,2,1,4 D. 3,4,2,1
39. Which of the following is not a sign of viewing customers as interrupt ions of your job?
A. Your shoulders are hugging your neck when you’re on a phone call
B. You enjoy saying “No” all the t ime to the customers
C. Smiling when having a phone call to the clients
D. Both A and C
40. How does a manager create an environment that favours service excellence?
A. Not merely focusing on front-line staff improvements
B. Managers must be recept ive to change
C. Both A and B
D Neither A nor B

II. MODIFIED TRUE OR FALSE (2 points each)

Direct ion: Please shade A if the statement is correct or D, if otherwise. If you think the underlined
term(s) or phrase(s) is incorrect, write the correct answer on the space provided.
41. The Moments-of-Truth approach happens when a service provider has transact ions with the
customers face-to-face only.
42. A teacher’s ability to make a subject utterly fascinat ing or boring has a great deal to do with the
way he or she talks about it is a form of communicat ion.
43. Managers who ask the problems in the customer service department especially from the customers
at least once a month is an example of a top-down strategy for customer service.
44. Changes in processes and technology should always be based on external customers’ feedback.
45. Quant ifying service quality is opt ional.
46. Awareness building of the implementat ion plan for service improvement includes surveying,
creat ing a team and determining over-all object ives for service improvement.
47. Holding a series of company meet ings to introduce init iat ives in making your company become
more customers friendly is the third phase of the implementat ion plan for service improvement.
48. Front-line staff members can provide the company with valuable input about how to make your
 policies and procedures more customer-centric.
49. During customer panel survey, Set up the room in a circle shape with a table in the middle where,
members of the panel will sit.
50. Conduct ing a survey to customers and staff simultaneously creates more cost.
51. Regardless of whether you go paper or digital, always limit your surveys to two or three pages.
52. As a manager, you need to meet with each staff member 3 weeks after he or she completes a
training course.
53. Communicat ion means connect ing with another person to accomplish something.
54. When giving feedback, get the conversat ion off on the right foot by starting with close-ended
quest ions.
55. Cultural differences affect customer service.
56. Invest ing in e-business solut ions guarantee the personal touch.
57. Communicat ion is just about talking.
58. A care token is something you do to let the customer know that you’re sorry for the problem and
are committed to keeping her business.
59. Coaching means working with members of your staff in a collaborat ive way.
60. Brainstorming is a technique designed to express as many different ideas about a specific subject
as possible.

III. IDENTIFICATION
Direct ion: Please ident ify the correct answer and write on the answer sheet provided.
61. It has one eye on profits and the other eye on how best to serve its customers.
62. This was implemented to enhance customer service by offering quality products, helped bring
about modern manufacturing techniques.
63. The marriage of process and technology for tracking every contact point that customers have with
your organizat ion.
64. Fixated on achieving internal goals that benefit the company, such as cutt ing costs.
65. A large organizat ion (over 1,500 employees) requires how many years to implement a system?
66. They’re the people who work inside your company and rely on you for services, products, and
informat ion they need to do their jobs.
67. Customers who value a long-term vendor partnership.
68. It is recommended that you use an _____ to lead your service-management training sessions.
69. Provides employees with 24/7 access to training materials, so they can learn on their own schedule
70. A coaching method using trial and error.

IV.ESSAY
Direct ion: Please make a script with maximum of 10 lines for each of the characters (Market ing
Manager and a Client), on how to respond for complaints.
Scenario – a client is complaining for the delayed delivery of food in the wedding reception.

“You will never truly live life until you go against your fears.”
- George Gabriel

JBMarohom