CTC CRM Systems & Analytics 2 — Questions and Answers
Question 1: A travel agency wants to segment clients who have booked luxury cruises more than twice in three years. Which CRM feature best supports this?
- Lead scoring
- Dynamic segmentation filters (Correct answer)
- Email blast scheduling
- Invoice tracking
Correct answer: Dynamic segmentation filters
Dynamic segmentation filters let agents query booking history by product type, frequency, and date range to build precise client groups.
Question 2: What does a 'touchpoint' represent in CRM analytics for travel consultants?
- A physical office location
- Any interaction between the agency and a client (Correct answer)
- The final booking confirmation
- A competitor comparison report
Correct 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.
Question 3: Which metric best measures how effectively a travel consultant retains existing clients year over year?
- Gross booking value
- Client retention rate (Correct answer)
- Average trip duration
- Lead conversion ratio
Correct answer: Client retention rate
Client retention rate tracks the percentage of clients who rebook, directly reflecting relationship quality and service satisfaction.
Question 4: When a CRM flags a client as 'at risk of churning,' what behavioral signal most commonly triggers this alert?
- Client requests a paper invoice
- Significant drop in booking frequency compared to historical pattern (Correct answer)
- Client books a lower-cost destination
- Client changes their email address
Correct 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.
Question 5: A CTC consultant uses CRM to identify clients whose last trip was over 18 months ago. This list is best used for which purpose?
- Updating passport expiry records
- Re-engagement marketing campaigns (Correct answer)
- Calculating average booking lead time
- Auditing supplier invoices
Correct answer: Re-engagement marketing campaigns
Lapsed-client lists enable targeted win-back campaigns with personalized offers to reactivate dormant relationships.
Question 6: Which CRM data field is most critical for personalizing a luxury travel proposal for a returning client?
- Client's ZIP code
- Preferred destination types and past spending patterns (Correct answer)
- Number of emails sent
- Booking platform used
Correct 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.
Question 7: In CRM pipeline reporting, what does 'pipeline velocity' measure for a travel agency?
- How fast the website loads booking pages
- The speed at which leads move through stages to a closed booking (Correct answer)
- Number of destinations added per quarter
- Average flight connection time
Correct 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.
CTC CRM Systems & Analytics 2
A travel agency wants to segment clients who have booked luxury cruises more than twice in three years.
Which CRM feature best supports this?