Customer Relationship Management & Retention Flashcards
7 cards from real CSM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Customer Relationship Management & Retention flashcards as text
What does a high Customer Effort Score (CES) indicate about a customer's experience?
Answer: The customer had to work hard to resolve an issue or complete a task
A high CES signals that customers exerted significant effort to get help or complete a task, which correlates with lower satisfaction and higher churn risk.
A sales manager is building a loyalty program for key accounts. Which element is MOST critical to its success?
Answer: Aligning rewards to the specific business outcomes customers care about
Effective loyalty programs deliver rewards tied to outcomes that matter to the customer, increasing perceived value and commitment.
In CRM, 'contact mapping' within an account refers to:
Answer: Identifying and documenting all key stakeholders and their influence within a customer organization
Contact mapping identifies champions, decision-makers, and influencers within an account to ensure multi-threaded relationship coverage.
Which of the following is a key advantage of maintaining 'multi-threading' within a key account?
Answer: It reduces the risk of losing the account if a primary contact leaves
Multi-threading builds relationships across multiple stakeholders, so the account is not lost if a single champion departs.
A long-term customer requests a significant discount, threatening to leave if denied. The BEST CRM-informed response is to:
Answer: Investigate usage and value delivered, then have a consultative conversation about their ROI
Understanding the customer's actual ROI and usage allows the sales manager to reframe value before resorting to price concessions.
What is the primary function of a CRM 'health score' dashboard for a sales manager?
Answer: Providing a consolidated view of account engagement, usage, and risk signals
A health score dashboard aggregates key signals into a single view so managers can quickly identify which accounts need attention.
When calculating Net Revenue Retention (NRR), which components are included?
Answer: Existing customer revenue including expansions, contractions, and churn
NRR measures revenue from existing customers by accounting for expansions (upsells/cross-sells), downgrades, and churn over a period.