CCSP Voice of the Customer & Feedback Management 2 — Questions and Answers
Question 1: What does Customer Effort Score (CES) primarily measure?
- How satisfied a customer is with the company overall
- How easy it was for a customer to resolve their issue or complete a task (Correct answer)
- How likely a customer is to make a repeat purchase
- How many contacts it took to resolve a customer's issue
Correct answer: How easy it was for a customer to resolve their issue or complete a task
CES measures the level of effort customers had to exert to get their issue resolved or task completed, with lower effort correlating strongly to higher loyalty.
Question 2: What is a 'closed-loop feedback' process in VoC programs?
- Restricting feedback collection to only internal employees
- Using automated chatbots to respond to all incoming feedback
- Following up with customers after receiving feedback to acknowledge it and communicate actions taken (Correct answer)
- Closing survey forms after reaching a predetermined response quota
Correct answer: Following up with customers after receiving feedback to acknowledge it and communicate actions taken
Closed-loop feedback ensures customers who provided feedback receive a follow-up response, demonstrating that their input was valued and acted upon.
Question 3: If a company's NPS survey shows 50% Promoters, 20% Passives, and 30% Detractors, what is the NPS score?
- 80
- 20 (Correct answer)
- 50
- 70
Correct answer: 20
NPS is calculated as % Promoters minus % Detractors: 50% − 30% = 20; Passives are excluded from the calculation.
Question 4: In VoC programs, 'survey fatigue' refers to:
- Survey software slowing down due to high submission volume
- Customer reluctance to complete surveys due to excessive frequency or length (Correct answer)
- Analysts becoming overwhelmed by the volume of data to process
- Survey questions becoming outdated and irrelevant over time
Correct answer: Customer reluctance to complete surveys due to excessive frequency or length
Survey fatigue occurs when customers are asked for feedback too often or surveys are too long, leading to lower response rates and less reliable data.
Question 5: Which method best captures real-time customer sentiment during an active service interaction?
- Annual relationship survey distributed by email
- Post-call IVR survey completed after the call ends
- Real-time sentiment analysis of live chat transcripts (Correct answer)
- Quarterly NPS survey sent to the full customer base
Correct answer: Real-time sentiment analysis of live chat transcripts
Real-time sentiment analysis of live chat transcripts allows supervisors to monitor customer emotion and intervene in interactions before they deteriorate.
Question 6: What is the key difference between a transactional survey and a relational survey?
- Transactional surveys measure loyalty while relational surveys measure satisfaction
- Transactional surveys are triggered by a specific interaction; relational surveys assess the overall relationship periodically (Correct answer)
- Transactional surveys always use NPS while relational surveys always use CSAT
- Transactional surveys are longer and more detailed than relational surveys
Correct answer: Transactional surveys are triggered by a specific interaction; relational surveys assess the overall relationship periodically
Transactional surveys capture feedback about a specific touchpoint or event, while relational surveys assess the overall customer relationship at regular intervals regardless of recent interactions.
Question 7: Root cause analysis of customer feedback primarily helps organizations to:
- Increase survey response rates across customer segments
- Identify and address the underlying causes of customer dissatisfaction rather than surface symptoms (Correct answer)
- Rank customer complaints by severity for prioritization queues
- Determine which individual customers to prioritize for personal follow-up
Correct answer: Identify and address the underlying causes of customer dissatisfaction rather than surface symptoms
Root cause analysis digs beneath surface-level complaints to identify systemic issues, enabling organizations to make lasting improvements rather than fixing individual incidents.
CCSP Voice of the Customer & Feedback Management 2
What does Customer Effort Score (CES) primarily measure?