CSA Customer Relationship Management 3 — Questions and Answers
Question 1: Which scenario best illustrates a transactional relationship rather than a relational one?
- A salesperson remembers a customer's birthday and sends a personal note
- A cashier completes a sale with no conversation or follow-up (Correct answer)
- A manager calls a customer to check satisfaction after a large purchase
- A store sends personalized product recommendations based on past orders
Correct answer: A cashier completes a sale with no conversation or follow-up
A transactional relationship focuses solely on the exchange with no effort to build a deeper connection.
Question 2: How does effective complaint handling contribute to CRM?
- It reduces the number of customers who need to be served
- It can convert dissatisfied customers into loyal advocates (Correct answer)
- It eliminates the need for follow-up communications
- It allows associates to avoid difficult conversations
Correct answer: It can convert dissatisfied customers into loyal advocates
Research shows that customers whose complaints are resolved effectively often become more loyal than those who never complained.
Question 3: What is 'customer churn' in the context of CRM?
- The process of upselling existing customers to higher-value products
- The rate at which customers stop doing business with a company (Correct answer)
- A method for segmenting customers by spending level
- The number of new customers acquired each month
Correct answer: The rate at which customers stop doing business with a company
Churn rate measures how many customers are lost over a given period, a key indicator of relationship health.
Question 4: A customer frequently buys running shoes. According to CRM best practices, what is the best follow-up action?
- Recommend formal dress shoes since they likely need variety
- Notify them when new running shoe models or related accessories arrive (Correct answer)
- Offer a discount on kitchen appliances to expand their purchasing
- Avoid contact to prevent feeling intrusive
Correct answer: Notify them when new running shoe models or related accessories arrive
Personalized communication based on known preferences increases relevance and the likelihood of repeat purchase.
Question 5: Which of the following is a key feature of a CRM database?
- Stores inventory levels and vendor contacts only
- Tracks customer interactions, preferences, and purchase history (Correct answer)
- Manages employee payroll and scheduling
- Records only negative customer feedback
Correct answer: Tracks customer interactions, preferences, and purchase history
A CRM database centralizes customer information to help businesses manage and improve relationships.
Question 6: What is the best way to build rapport with a new customer during their first visit?
- Present all products immediately to maximize chances of a sale
- Learn their name, listen actively, and show genuine interest in their needs (Correct answer)
- Keep interactions short to serve more customers quickly
- Offer the highest-priced items first to assess their budget
Correct answer: Learn their name, listen actively, and show genuine interest in their needs
Active listening and personalizing the interaction from the first visit lays the foundation for a long-term relationship.
Question 7: In CRM, what does 'touch point' refer to?
- A discount threshold that triggers a loyalty reward
- Any interaction between a customer and the business (Correct answer)
- The physical location where a sale is completed
- The final step in the sales process
Correct answer: Any interaction between a customer and the business
Touch points include every channel or moment a customer interacts with a brand, from browsing to post-sale contact.
CSA Customer Relationship Management 3
Which scenario best illustrates a transactional relationship rather than a relational one?