1. According to the authors, what common interest do enterprises and customers now share in the context of privacy?

a. creating a mutually profitable relationship

b. loosening Europe’s privacy laws

c. loosening U.S. privacy laws

d. protecting customer information

2. The actual economic value of any business enterprise can be measured in terms of:

a. the discounted net present value of the future stream of cash flow

b. the future value of the net present cash flow

c. the discounted net present value of average past earnings

d. the future value of past net cash flow

3. Which is the most relevant customer strategy for research & development?

a. refining the organization

b. accessing real-time customer information

c. improving employee culture

d. establishing test cells and control groups

4. All of the following are ways a customer-strategy enterprise might meet the goal of maximizing the customer base except:

a. retaining profitable customers and growing them

b. acquiring as many new customers as possible

c. eliminating unprofitable customers

d. customizing products, prices, services, and/or communications for each customer

5. Legacy metrics include all of the following EXCEPT:

a. quarterly product sales

b. number of new customers acquired

c. return on customer

d. return on investment

6. All of the following are factors in defining customer equity except:

a. acquiring more customers

b. acquiring more valuable customers

c. reducing customer attrition

d. increasing service costs per customer

7. All of the following are points to consider in creating a privacy pledge EXCEPT:

a. Specify how personal information will be used by the company.

b. State how a customer can change or update personal information it has collected. .

c. State how a customer can order the company to stop collecting information and/or purge her information file.

d. none of the above

8. Which of the following statements is true about using satisfaction as a proxy for measuring loyalty?

a. Loyal customers are likely to be satisfied, and satisfied customers are likely to be loyal.

b. Loyal customers are likely to be satisfied, but not all satisfied customers will be loyal.

c. Not all loyal customers are satisfied, but satisfied customers are likely to be loyal.

d. Not all loyal customers will be satisfied, and not all satisfied customers will be loyal.

9. When listening to customer conversations online, the primary things to monitor are:

a. brand and customer

b. brand and super-users

c. competition and super-users

d. super-users and responders

10. The greatest competitive advantage in managing employees in a customer-strategy organization lies in:

a. Using technology to automate more routine jobs.

b. Equalizing salaries to value lower-tier employees.

c. aking the most talented employees more productive.

d. Setting clear rules about personal use of company resources.