CBO Marketing & Customer Relations Flashcards

What does the term 'customer touchpoint' refer to in a service context?

Answer: Any interaction between a customer and a business across the customer journey

A customer touchpoint is every moment of contact — ads, website visits, sales calls, support interactions — that shapes the customer's perception of the brand.

Which metric asks customers how likely they are to recommend a company to others, scored on a 0–10 scale?

Answer: Net Promoter Score (NPS)

NPS categorizes respondents as Promoters (9–10), Passives (7–8), or Detractors (0–6) and is calculated as the percentage of Promoters minus Detractors.

What is 'market positioning' in the context of a business's marketing strategy?

Answer: The way a company wants its brand or product to be perceived in the minds of target customers relative to competitors

Market positioning defines the distinct place a brand occupies in customers' minds by emphasizing specific attributes that differentiate it from competing offerings.

Which promotional strategy offers existing customers an incentive for referring new customers to the business?

Answer: Referral marketing / referral program

Referral programs leverage word-of-mouth by rewarding current customers who successfully introduce new paying customers, reducing customer acquisition costs.

What does 'customer segmentation' enable a business to do in its communications?

Answer: Tailor messages and offers to specific groups based on their shared characteristics or behaviors

Customer segmentation allows businesses to personalize marketing messages, increasing relevance and conversion rates by addressing each group's distinct needs.

Which customer service principle emphasizes resolving a customer's issue completely during the first interaction?

Answer: First contact resolution (FCR)

First contact resolution aims to solve customer problems in a single interaction, reducing repeat contacts, lowering support costs, and improving satisfaction.