CCRS Customer Relationship Management & Engagement 2

Question 1

Which CRM metric best measures the depth of a customer's emotional connection to a brand?

Accepted Answer

Customer Engagement Score

Answer

Customer Engagement Score (CES) aggregates behavioral signals like frequency, recency, and interaction breadth to quantify emotional and behavioral attachment.

Question 2

A customer who purchases infrequently but spends large amounts per transaction is best described under RFM analysis as:

Accepted Answer

Low Frequency, High Monetary

Answer

RFM (Recency, Frequency, Monetary) analysis classifies this customer as Low Frequency but High Monetary due to infrequent but large purchases.

Question 3

What is the primary purpose of a customer journey map in a retention strategy?

Accepted Answer

To visualize touchpoints and identify friction that causes churn

Answer

Journey maps expose the full sequence of customer interactions so retention teams can pinpoint pain points that lead to disengagement or churn.

Question 4

Which engagement tactic is MOST effective for re-engaging dormant customers who haven't purchased in 90+ days?

Accepted Answer

Sending a win-back email with a personalized incentive

Answer

Personalized win-back emails with targeted incentives address the specific reason for disengagement and have proven higher reactivation rates than broad ad campaigns.

Question 5

In CRM systems, what does 'single customer view' (SCV) mean?

Accepted Answer

A unified record consolidating all customer data from every channel

Answer

SCV aggregates data from all channels and systems into one comprehensive, deduplicated customer profile to enable consistent, informed engagement.

(CCRS) Certified Customer Retention Specialist Practice Test

(CCRS) Certified Customer Retention Specialist Practice Test

CCRS Customer Relationship Management & Engagement 2