CRM & Customer Lifecycle Flashcards
7 cards from real CPM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 CRM & Customer Lifecycle flashcards as text
In CRM pipeline management, 'velocity' refers to:
Answer: The average time it takes a deal or customer to move through each stage of the lifecycle
Pipeline velocity measures how quickly opportunities or customers progress through lifecycle stages, helping identify bottlenecks and forecast revenue.
A company wants to personalize email content based on each customer's purchase history stored in the CRM. Which capability enables this at scale?
Answer: Dynamic content blocks driven by CRM data fields
Dynamic content blocks automatically populate email sections with individualized information pulled from CRM records, enabling mass personalization.
The 'customer health score' in a CRM system is PRIMARILY used to:
Answer: Quantify a customer's engagement and satisfaction level to predict retention risk or expansion potential
A health score aggregates behavioral, engagement, and satisfaction signals to give a composite view of each customer's relationship strength.
When implementing a new CRM system, which step is MOST critical to ensure user adoption?
Answer: Involving end users in requirements gathering and providing role-specific training
User adoption is primarily a people challenge; involving end users early and training them on relevant workflows dramatically increases acceptance.
Which of the following scenarios illustrates 'negative churn'?
Answer: Revenue from existing customers grows faster than revenue lost from churned customers
Negative churn occurs when expansion revenue from existing customers (upsells, cross-sells) outpaces revenue lost from churned customers.
A CPG brand launches a loyalty app that tracks in-store purchases via receipt scanning. The PRIMARY CRM benefit of this approach is:
Answer: Linking previously anonymous purchase behavior to individual customer profiles for personalized marketing
Receipt scanning transforms anonymous retail transactions into identified purchase histories, enabling personalized CRM-driven engagement.
Which CRM principle is BEST illustrated by a company that sends a birthday discount only to customers who have opted into promotional emails?
Answer: Permission-based marketing aligned with customer consent preferences
Limiting birthday offers to opted-in customers respects consent preferences, which is a core principle of permission-based CRM marketing.