CSA Customer Relationship Management 2 — Questions and Answers
Question 1: A customer returns to your store frequently but never makes a purchase. Which CRM strategy is most appropriate?
- Ignore the customer since they don't generate revenue
- Engage the customer to identify barriers preventing purchase (Correct answer)
- Offer a one-time discount to force a sale immediately
- Remove the customer from your mailing list
Correct answer: Engage the customer to identify barriers preventing purchase
Engaging repeat browsers helps uncover objections or needs, turning prospects into buyers.
Question 2: Which metric best measures the long-term value of a customer relationship?
- Average transaction size
- Customer lifetime value (CLV) (Correct answer)
- Monthly foot traffic count
- Number of complaints received
Correct answer: Customer lifetime value (CLV)
Customer lifetime value projects the total revenue a business can expect from a single customer over time.
Question 3: A loyal customer mentions they found a competitor offering a lower price. What is the best CRM response?
- Tell them to go ahead and shop at the competitor
- Immediately match the price without discussion
- Acknowledge their concern, highlight your unique value, and explore options (Correct answer)
- Offer a refund on their last purchase
Correct answer: Acknowledge their concern, highlight your unique value, and explore options
Addressing price objections by emphasizing unique value reinforces the relationship beyond just price.
Question 4: What does 'customer segmentation' mean in CRM?
- Dividing customers into groups based on shared characteristics (Correct answer)
- Limiting service to high-spending customers only
- Separating online customers from in-store customers
- Tracking only new customer interactions
Correct answer: Dividing customers into groups based on shared characteristics
Segmentation groups customers by traits like behavior or demographics to deliver more targeted service.
Question 5: Which behavior demonstrates proactive CRM in a retail setting?
- Waiting for customers to ask for help before offering assistance
- Contacting customers after a purchase to ensure satisfaction (Correct answer)
- Only reaching out to customers when there is a promotion to share
- Recording complaints but not following up on them
Correct answer: Contacting customers after a purchase to ensure satisfaction
Proactive follow-up after purchase shows genuine care and helps catch dissatisfaction early.
Question 6: A CRM system shows a customer has not purchased in 90 days. What action should a sales associate take?
- Delete the customer's profile since they are inactive
- Send a personalized re-engagement message or offer (Correct answer)
- Wait another 90 days before taking any action
- Transfer the customer account to a manager
Correct answer: Send a personalized re-engagement message or offer
Re-engagement outreach with personalization can win back lapsed customers before they are permanently lost.
Question 7: What is the primary purpose of tracking customer purchase history in a CRM system?
- To share customer data with third-party advertisers
- To personalize future recommendations and improve service (Correct answer)
- To charge different prices based on buying patterns
- To reduce the time spent on customer interactions
Correct answer: To personalize future recommendations and improve service
Purchase history enables associates to make relevant suggestions and anticipate customer needs.
CSA Customer Relationship Management 2
A customer returns to your store frequently but never makes a purchase.
Which CRM strategy is most appropriate?