CPM CRM & Customer Lifecycle 2

Question 1

A company notices that customers who purchase within 30 days of signing up have a 70% higher lifetime value. Which CRM strategy best capitalizes on this insight?

Accepted Answer

Trigger an onboarding incentive campaign targeting new sign-ups within the first 30 days

Answer

Targeting new sign-ups with an onboarding incentive within 30 days directly leverages the finding that early purchasers have significantly higher LTV.

Question 2

In the context of the customer lifecycle, 'churn' most specifically refers to:

Accepted Answer

The rate at which customers stop doing business with a company

Answer

Churn is defined as the rate at which customers disengage or stop purchasing from a business over a given period.

Question 3

Which metric is MOST useful for measuring the effectiveness of a win-back campaign targeting lapsed customers?

Accepted Answer

Reactivation rate

Answer

Reactivation rate measures the percentage of lapsed customers who return and make a purchase, directly reflecting win-back campaign success.

Question 4

A B2B company's CRM shows that 60% of deals stall after the demo stage. The BEST CRM-driven response is to:

Accepted Answer

Create an automated follow-up sequence with tailored case studies triggered after demo completion

Answer

Automated post-demo follow-ups with relevant social proof directly address the friction point where prospects disengage.

Question 5

Customer Effort Score (CES) is MOST closely associated with which stage of the customer lifecycle?

Accepted Answer

Retention and service interactions

Answer

CES measures how easy it is for customers to resolve issues or complete interactions, making it most relevant during retention and service touchpoints.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM CRM & Customer Lifecycle 2