CPCS Customer Feedback & Voice of Customer 1 — Questions and Answers
Question 1: Which metric directly measures a customer's likelihood to recommend a company to others?
- Customer Effort Score (CES)
- Net Promoter Score (NPS) (Correct answer)
- Customer Satisfaction Score (CSAT)
- First Contact Resolution (FCR)
Correct answer: Net Promoter Score (NPS)
Net Promoter Score (NPS) asks customers how likely they are to recommend the company on a 0–10 scale, making it the primary measure of referral intent.
Question 2: What is the primary purpose of a Voice of Customer (VoC) program?
- To train customer service agents on communication skills
- To capture customers' expectations, preferences, and aversions to improve CX (Correct answer)
- To monitor social media mentions for brand reputation
- To automate customer onboarding workflows
Correct answer: To capture customers' expectations, preferences, and aversions to improve CX
A VoC program systematically captures customer expectations, preferences, and pain points so the organization can align products and services accordingly.
Question 3: A customer survey achieves a 3% response rate. Which technique is MOST likely to increase response rates?
- Lengthening the survey to collect more data
- Sending the survey only once to avoid spam perception
- Shortening the survey and offering a small incentive (Correct answer)
- Switching from email to postal mail delivery
Correct answer: Shortening the survey and offering a small incentive
Shorter surveys reduce respondent burden and incentives increase motivation, both of which are proven methods to boost response rates.
Question 4: Which type of customer feedback is collected without directly asking the customer a question?
- Survey-based feedback
- Transactional feedback
- Unsolicited feedback (Correct answer)
- Focus group feedback
Correct answer: Unsolicited feedback
Unsolicited feedback is volunteered by customers on their own initiative—such as online reviews or social media posts—without the company requesting it.
Question 5: When analyzing open-ended survey responses, which method is BEST for identifying recurring themes across thousands of comments?
- Manual reading by a single analyst
- Sentiment analysis and text analytics software (Correct answer)
- Averaging numerical ratings only
- Comparing responses to last year's survey
Correct answer: Sentiment analysis and text analytics software
Sentiment analysis and text analytics software can process large volumes of qualitative data to identify patterns, themes, and sentiment at scale.
Question 6: A company's NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. Customers who score 7 or 8 are classified as:
- Promoters
- Detractors
- Passives (Correct answer)
- Loyalists
Correct answer: Passives
In the NPS framework, scores of 7–8 are classified as Passives—satisfied but not enthusiastic enough to actively promote the company.
Question 7: Which feedback channel is considered 'in-the-moment' because it captures sentiment immediately after an interaction?
- Annual satisfaction survey
- Focus group discussion
- Post-interaction survey (Correct answer)
- Net Promoter Score benchmark study
Correct answer: Post-interaction survey
Post-interaction surveys are sent immediately after a customer interaction, capturing fresh, accurate sentiment before memory fades.
CPCS Customer Feedback & Voice of Customer 1
Which metric directly measures a customer's likelihood to recommend a company to others?