Customer Experience & Service Excellence Flashcards

Which service excellence model emphasizes five dimensions: reliability, assurance, tangibles, empathy, and responsiveness?

Answer: SERVQUAL

SERVQUAL (also represented by the RATER acronym) is the industry-standard framework for measuring perceived service quality across five core dimensions.

Proactive relationship management means a CRM professional should:

Answer: Anticipate client needs and reach out with relevant solutions before the client asks

Proactive management builds trust and adds value by demonstrating that the CRM monitors the client's situation and acts in their interest without being prompted.

An omnichannel service approach in CRM means:

Answer: Providing seamless, integrated service across all communication channels (in-person, phone, email, digital)

Omnichannel service ensures that clients receive consistent, connected experiences regardless of which channel they use to interact with the firm.

The 'customer effort score' (CES) measures:

Answer: How easy or difficult it is for clients to accomplish their goals when interacting with the firm

CES measures the perceived ease of interactions, and research shows reducing client effort is one of the strongest predictors of loyalty.

Which of the following is considered a 'hygiene factor' in client service—something that won't increase satisfaction if present but will cause dissatisfaction if absent?

Answer: Accurate account statements delivered on time

Accurate, timely account statements are a hygiene factor—clients expect them and don't reward their presence, but errors or delays cause significant dissatisfaction.

When handling a high-value client complaint, the CRM's documentation should include:

Answer: The nature of the complaint, client sentiment, root cause, resolution steps, and follow-up plan

Thorough complaint documentation captures all dimensions of the issue for compliance purposes, pattern analysis, and ensuring follow-through on the resolution.