ESB Customer Relationship Management 3

Question 1

A small business tracks the number of support tickets resolved, average response time, and customer satisfaction scores. These are best described as:

Accepted Answer

Customer service KPIs

Answer

Metrics like response time, resolution rate, and satisfaction scores are customer service key performance indicators (KPIs) that measure CRM effectiveness.

Question 2

What is a 'touchpoint' in customer relationship management?

Accepted Answer

Any interaction between a customer and the business across channels

Answer

A touchpoint is any moment of contact between a business and a customer — including website visits, social media, phone calls, and in-store visits — that shapes the customer experience.

Question 3

Why is collecting customer feedback regularly important for a small business?

Accepted Answer

It provides actionable insights to improve products, services, and customer experience

Answer

Regular feedback reveals what customers value, what problems exist, and where improvements are needed, helping the business adapt and retain customers.

Question 4

A small retailer creates a customer profile that includes purchase history, preferences, and communication style. How does this primarily benefit the business?

Accepted Answer

It enables personalized marketing and service that increases customer satisfaction

Answer

Detailed customer profiles allow businesses to personalize interactions and offers, making customers feel understood and increasing the likelihood of repeat purchases.

Question 5

Which communication channel is typically most effective for urgent customer service issues?

Accepted Answer

Direct phone or live chat support

Answer

Phone and live chat offer real-time, two-way communication that is best suited for resolving urgent issues quickly and preventing customer frustration.

ESB - Certified Entrepreneurship and Small Business Specialist Practice Test

ESB - Certified Entrepreneurship and Small Business Specialist Practice Test

ESB Customer Relationship Management 3