CCRS Customer Relationship Management & Engagement 4

Question 1

Which of the following is a leading indicator of customer churn rather than a lagging indicator?

Accepted Answer

Decline in login frequency over the past 30 days

Answer

Declining login frequency is observable before churn occurs, making it a leading indicator that enables preemptive retention action, unlike post-churn metrics.

Question 2

In a B2B CRM context, who is typically the most important person to engage during an account renewal period?

Accepted Answer

The economic buyer or decision-maker with budget authority

Answer

The economic buyer controls renewal decisions and budget allocation, making them the critical relationship to nurture as the contract end date approaches.

Question 3

What is the purpose of a 'health score' assigned to customer accounts in a CRM platform?

Accepted Answer

To provide a real-time composite indicator of account risk or engagement level

Answer

Account health scores synthesize multiple data points (usage, support interactions, NPS, payment behavior) into a single indicator that flags at-risk or thriving accounts.

Question 4

Which technique helps customers realize the full value of a product, directly reducing churn caused by underutilization?

Accepted Answer

Customer success onboarding and ongoing adoption programs

Answer

Structured onboarding and adoption programs ensure customers discover and use key features, achieving the outcomes they paid for and reducing churn from unmet expectations.

Question 5

A company segments its customers into 'promoters,' 'passives,' and 'detractors.' This classification comes from which survey methodology?

Accepted Answer

Net Promoter Score (NPS)

Answer

NPS surveys ask customers how likely they are to recommend the company on a 0–10 scale, classifying respondents as Promoters (9–10), Passives (7–8), or Detractors (0–6).

(CCRS) Certified Customer Retention Specialist Practice Test

(CCRS) Certified Customer Retention Specialist Practice Test

CCRS Customer Relationship Management & Engagement 4