CCRS Data Analysis & Customer Feedback 2 ā Questions and Answers
Question 1: Which metric measures the percentage of customers who stop using a product or service within a given period?
- Churn rate (Correct answer)
- Net Promoter Score
- Customer Lifetime Value
- First Contact Resolution
Correct answer: Churn rate
Churn rate quantifies the proportion of customers lost over a specific timeframe, making it a core retention KPI.
Question 2: A cohort analysis in customer retention groups customers by:
- Their geographic location
- A shared characteristic or acquisition date (Correct answer)
- Their annual spend only
- The product line they purchased
Correct answer: A shared characteristic or acquisition date
Cohort analysis segments customers who share a common attributeāoften acquisition periodāto track behavior over time.
Question 3: When analyzing open-ended survey responses at scale, which technique is most efficient for identifying recurring themes?
- Reading every response manually
- Text mining and sentiment analysis (Correct answer)
- Calculating a mean score
- Running an A/B test
Correct answer: Text mining and sentiment analysis
Text mining and sentiment analysis use NLP to categorize and quantify themes across large volumes of qualitative feedback.
Question 4: A Customer Satisfaction Score (CSAT) of 72% is calculated from 1,000 responses. How many customers gave a satisfied rating?
- 28
- 72
- 720 (Correct answer)
- 972
Correct answer: 720
72% of 1,000 respondents equals 720 customers who indicated satisfaction.
Question 5: Which type of data is most useful for predicting future churn before it happens?
- Descriptive historical data
- Predictive behavioral and engagement data (Correct answer)
- Normative benchmark data
- Anecdotal customer stories
Correct answer: Predictive behavioral and engagement data
Predictive analytics uses behavioral signalsālike declining logins or reduced purchasesāto flag customers at risk before they churn.
Question 6: The 'silent churn' phenomenon refers to customers who:
- Cancel loudly and leave negative reviews
- Stop engaging without formally canceling (Correct answer)
- Request refunds repeatedly
- Switch to a competitor and publicly announce it
Correct answer: Stop engaging without formally canceling
Silent churners disengage gradually without canceling, making them harder to identify through standard cancellation data.
Question 7: In a customer feedback dashboard, a 'drill-down' feature allows analysts to:
- Export data to a spreadsheet
- Navigate from summary metrics to granular detail (Correct answer)
- Schedule automated reports
- Filter out negative responses
Correct answer: Navigate from summary metrics to granular detail
Drill-down functionality lets analysts move from high-level KPIs into underlying data segments to find root causes.
CCRS Data Analysis & Customer Feedback 2
Which metric measures the percentage of customers who stop using a product or service within a given period?