CCRS Customer Relationship Management & Engagement 5

Question 1

Which of the following best describes 'customer advocacy' as an outcome of effective CRM?

Accepted Answer

Customers who actively recommend the brand to others without incentive

Answer

True customer advocates spontaneously promote the brand based on genuine satisfaction, representing the highest tier of customer loyalty and the most credible form of marketing.

Question 2

What is the risk of over-relying on discounts as a primary customer retention tactic?

Accepted Answer

It attracts price-sensitive customers and trains customers to wait for promotions

Answer

Chronic discounting devalues the product, erodes margins, and builds a customer base that is loyal to the price rather than the brand, making them vulnerable to any competitor offering a lower price.

Question 3

In CRM terminology, what is a 'touchpoint'?

Accepted Answer

Any interaction between a customer and the company across the customer lifecycle

Answer

A touchpoint is any moment of contact — from an ad impression to a support call to a billing email — that shapes the customer's perception and experience of the brand.

Question 4

Which of the following scenarios represents 'relationship deepening' in CRM?

Accepted Answer

A customer adding product lines after a success manager identified a new use case for them

Answer

Relationship deepening occurs when a proactive success conversation uncovers new value opportunities, expanding both product usage and the customer's attachment to the brand.

Question 5

What is 'churn reason coding' and why is it important?

Accepted Answer

Categorizing the stated reasons customers give for leaving to identify systemic retention issues

Answer

Churn reason coding systematically classifies exit feedback into categories (price, competitor, product gap, etc.), enabling the company to detect patterns and prioritize fixes.

(CCRS) Certified Customer Retention Specialist Practice Test

(CCRS) Certified Customer Retention Specialist Practice Test

CCRS Customer Relationship Management & Engagement 5