Customer Relationship Management (CRM) Flashcards

A repeat caller asks why they must explain their issue again to a new agent. Which CRM feature best prevents this frustration?

Answer: Interaction history logging visible to all agents

Interaction history lets any agent see prior contacts, so customers never have to repeat themselves.

What is a 'screen pop' in a CRM-integrated call center?

Answer: Automatic display of the caller's record when the call connects

CTI integration matches the caller's number and pops their CRM record onto the agent's screen as the call arrives.

Which CRM metric measures how likely a customer is to recommend the company to others?

Answer: Net Promoter Score (NPS)

NPS is calculated from customers' 0-10 ratings of how likely they are to recommend the company.

An agent notices two records for the same customer with slightly different name spellings. What is the correct CRM practice?

Answer: Flag or merge the duplicates per company data-hygiene policy

Duplicate records fragment customer history, so they should be flagged or merged following the organization's data-quality process.

Which type of CRM focuses primarily on automating sales, marketing, and service processes?

Answer: Operational CRM

Operational CRM automates front-office processes like sales force automation, marketing campaigns, and service ticketing.

Why should an agent log call notes immediately after wrap-up rather than at the end of a shift?

Answer: Details are accurate while fresh and available to the next agent right away

Prompt logging keeps details accurate and ensures any colleague handling a follow-up sees current information.

A customer mentions they are moving next month. Updating their address proactively in the CRM is an example of what?

Answer: Data maintenance that prevents future service failures

Proactively updating records keeps data current and prevents issues like shipments or bills going to the wrong address.