CRM Systems & Analytics Flashcards

A travel agency wants to segment clients who have booked luxury cruises more than twice in three years. Which CRM feature best supports this?

Answer: Dynamic segmentation filters

Dynamic segmentation filters let agents query booking history by product type, frequency, and date range to build precise client groups.

What does a 'touchpoint' represent in CRM analytics for travel consultants?

Answer: Any interaction between the agency and a client

A touchpoint is every interaction—email, call, inquiry, booking—logged in the CRM that contributes to the client relationship picture.

Which metric best measures how effectively a travel consultant retains existing clients year over year?

Answer: Client retention rate

Client retention rate tracks the percentage of clients who rebook, directly reflecting relationship quality and service satisfaction.

When a CRM flags a client as 'at risk of churning,' what behavioral signal most commonly triggers this alert?

Answer: Significant drop in booking frequency compared to historical pattern

CRM churn models flag clients whose booking cadence drops well below their own baseline, signaling disengagement.

A CTC consultant uses CRM to identify clients whose last trip was over 18 months ago. This list is best used for which purpose?

Answer: Re-engagement marketing campaigns

Lapsed-client lists enable targeted win-back campaigns with personalized offers to reactivate dormant relationships.

Which CRM data field is most critical for personalizing a luxury travel proposal for a returning client?

Answer: Preferred destination types and past spending patterns

Destination preferences and spending history allow consultants to tailor proposals that match the client's proven travel style and budget.

In CRM pipeline reporting, what does 'pipeline velocity' measure for a travel agency?

Answer: The speed at which leads move through stages to a closed booking

Pipeline velocity measures how quickly prospects advance from initial inquiry to confirmed booking, helping forecast revenue timing.