CEC Customer Retention & Loyalty Programs 4

Question 1

Which post-purchase email sent within 24 hours of delivery has been shown to significantly increase repeat purchase rates?

Accepted Answer

Personalized product review request combined with a 'complete the look' recommendation

Answer

A review request paired with relevant product recommendations capitalizes on post-purchase satisfaction while driving the next purchase consideration.

Question 2

What is 'customer effort score' (CES) and how does it relate to retention?

Accepted Answer

A metric measuring how easy it is for customers to interact with a brand, with lower effort correlating to higher retention

Answer

Research shows that reducing customer effort in service interactions is more predictive of loyalty than delight-focused strategies alone.

Question 3

An ecommerce brand wants to identify customers at high risk of churning before they leave. Which approach is MOST effective?

Accepted Answer

Use predictive churn modeling based on declining engagement signals like reduced visit frequency and lower open rates

Answer

Predictive churn models analyze behavioral signals to flag at-risk customers proactively, enabling timely and targeted retention interventions.

Question 4

Which loyalty program mechanic creates urgency by making earned points expire if not used within a set timeframe?

Accepted Answer

Point expiration policy

Answer

Point expiration policies leverage loss aversion to drive engagement and redemption, pushing customers to interact before losing their rewards.

Question 5

What is the 'endowed progress effect' in loyalty program design?

Accepted Answer

Giving customers a head start on points or progress to make them feel invested and more likely to complete a goal

Answer

Starting customers partway toward their first reward (e.g., 'You're already 20% of the way there!') increases completion rates due to the feeling of momentum.

(CEC) Certified Ecommerce Consultant Practice Test

(CEC) Certified Ecommerce Consultant Practice Test

CEC Customer Retention & Loyalty Programs 4