CES Customer Experience & Retention 2

Question 1

An online store's repeat purchase rate is 18%, but its Net Promoter Score is 62. What is the most likely conclusion?

Accepted Answer

Customers like the brand but lack a reason or prompt to return

Answer

High advocacy with low repurchase usually signals a missing retention trigger, such as replenishment reminders or loyalty incentives, rather than dissatisfaction.

Question 2

Which formula correctly calculates customer retention rate for a period?

Accepted Answer

((Customers at end − New customers acquired) ÷ Customers at start) × 100

Answer

Retention rate removes newly acquired customers from the ending count and divides by the starting count.

Question 3

A shopper adds items to the cart, reaches the shipping page, and leaves. Which tactic most directly addresses this specific drop-off point?

Accepted Answer

Showing shipping costs and delivery dates earlier in the journey

Answer

Unexpected shipping costs are a leading cause of checkout abandonment, so revealing them earlier reduces surprise exits.

Question 4

What does Customer Effort Score (CES) primarily measure?

Accepted Answer

How easy it was for the customer to complete a task or resolve an issue

Answer

Customer Effort Score asks how easy an interaction was, since low effort strongly predicts loyalty.

Question 5

An ecommerce brand wants to reduce 'where is my order' (WISMO) support tickets. What is the most effective proactive step?

Accepted Answer

Send automated shipment tracking updates at key delivery milestones

Answer

Proactive tracking notifications answer the question before customers need to contact support.

CES - Certified Ecommerce Specialist Practice Test

CES - Certified Ecommerce Specialist Practice Test

CES Customer Experience & Retention 2