DQM Core Units
Customer Relationship Management flashcards
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Complete Flashcard Reference
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What is the difference between an internal and an external customer?
Internal customer: an individual or department within the organisation who receives the output of another department's work, the next process in the sequence, such as packaging receiving parts from production. External customer: an individual or organisation outside the organisation who purchases or receives its final products or services, such as a retail buyer.
What are the three kinds of customer requirement?
Stated requirements: explicitly specified by the customer. Implied requirements: not stated, but reasonably expected given the product or service's normal use. Delight factors: unstated extras that exceed expectation and build loyalty.
What must a service charter start from, and why?
An accurate, complete picture of the organisation's own products and services, not an aspirational one. A charter can only make credible promises about what the organisation actually delivers.
What four things should a customer charter include?
The specific service standards the organisation commits to, such as response times and quality levels. How customers can raise a concern or complaint. What customers can expect if a standard is not met. How the charter itself is reviewed and updated.
Name five channels an organisation can use to communicate with customers.
Face-to-face service points. Telephone and call centres. Email and written correspondence. Websites and social media. SMS and mobile-based channels.
What are the five steps of the complaint-handling framework, in order?
1. Acknowledge the complaint promptly. 2. Investigate the facts of what happened. 3. Resolve the complaint, or explain clearly why a request cannot be met. 4. Record the complaint and its resolution for trend analysis. 5. Follow up to confirm the customer is satisfied with the resolution.
State four ways to monitor and measure customer satisfaction.
Customer satisfaction surveys. Complaint and compliment volumes and trends. Net Promoter Score or similar loyalty metrics. Direct feedback collected at the point of service.
What three parts make a charter standard measurable? Give an example.
A service, a measure and a time. Example: complaints acknowledged within 24 hours and resolved within 7 working days. 'We value our customers' is not a standard.
Distinguish customer expectations from organisation expectations.
Customer expectations: what customers believe they are entitled to receive, shaped by past experience, marketing and industry norms. Organisation expectations: what the organisation itself commits to deliver, constrained by its actual capability and resources.
What are statutory and regulatory requirements, and when must they be met?
The legal and regulatory requirements that apply to the product, service or sector: standards, safety regulations and consumer-protection law. They are non-negotiable, regardless of what a specific customer does or does not request.
Why does the unit begin by identifying the organisation's customers?
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A customer specifies delivery within five days. What kind of requirement is this?
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A customer expects a kettle they bought to be safe to use, though they never said so. What kind of requirement is this?
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A hotel leaves a handwritten thank-you note in a guest's room. What kind of requirement does this meet?
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How does total quality management treat internal customers?
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A production department passes parts to packaging without checking tolerances, saying 'the customer is external, not us'. What is wrong with this?
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How does the supplier-customer chain link internal and external customers?
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What does a customer map record for each customer?
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Name four ways an organisation captures its customers' requirements.
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What are the common errors when identifying an organisation's customers?
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What goes wrong when a charter promises more than the organisation can deliver?
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How does a service charter bring customer and organisation expectations into alignment?
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Critique the charter commitment: 'We aim to respond to enquiries promptly.'
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What constrains what an organisation can commit to in its charter?
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What contents of a service charter does the written assessment expect you to know?
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What are the stages in developing a service charter?
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Why are Kenyan public sector service charters a useful model?
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What should a drafted service charter show?
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What is the common error in a drafted service charter?
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What information does a communication framework need to share with customers?
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What decides which channel to use for a customer message?
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What is customer segmentation for?
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On what shared characteristics can customers be segmented?
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In complaint handling, what should happen when a customer's request cannot be met?
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A complaint is resolved with a refund but never recorded. What does the omission cost?
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What is the purpose of the last step of complaint handling?
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How is complaint handling connected to monitoring customer satisfaction?
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What elements of a communication framework does the written assessment expect?
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How is a communication framework set out for the practical assessment?
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What is the common error in a drafted communication framework?
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What are the three elements of the Customer Relationship Management unit?
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What does the practical assessment observe you produce for an organisation?
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How should a written answer present a distinction such as internal against external customers?
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How to revise with these cards
- Answer out loud or on paper before you turn the card: recalling is what fixes it.
- Go through the deck in short sessions of ten to fifteen minutes, every day.
- Shuffle once you know the order, so you are not answering from memory of the sequence.
- When a card catches you out, read the chapter it links to, then try the topic in a past paper.