Marketing Officer Customer Engagement & Relationship Management Flashcards

A customer contacts support for the third time about the same unresolved issue. From a relationship management perspective, what is the MOST critical action?

Answer: Escalate to a senior agent and proactively follow up until resolution

Escalating and following through until resolution signals commitment to the customer and prevents further erosion of trust caused by repeated failures.

What is 'customer effort score' (CES) designed to measure?

Answer: How easy it is for customers to get their issues resolved or complete a task

CES measures the ease of interaction, with research showing that reducing customer effort is a stronger predictor of loyalty than delight alone.

Which of the following BEST describes an 'omnichannel' customer engagement strategy?

Answer: Providing a seamless, integrated customer experience across all touchpoints and channels

Omnichannel strategy ensures that all channels — online, offline, mobile, and in-store — are interconnected so customers experience consistent, continuous engagement.

A loyalty program offers points redeemable for discounts. After six months, redemption rates are low. What does this MOST likely indicate?

Answer: The program's rewards are not perceived as valuable or the redemption process is too complex

Low redemption rates typically signal that customers either don't value the rewards enough or find the process to earn and redeem them too cumbersome.

What role does 'social listening' play in customer engagement management?

Answer: Tracking and analyzing brand mentions and conversations online to understand customer sentiment

Social listening captures unsolicited customer opinions and sentiment across social platforms, providing real-time insight for engagement and brand management decisions.

A marketing officer wants to increase customer engagement by making communications feel more personal. Which technique is MOST effective at scale?

Answer: Using dynamic content personalization based on customer behavior and preferences

Dynamic content personalization uses behavioral data to tailor messages for each recipient automatically, achieving one-to-one relevance at mass scale.

In customer relationship management, what is a 'touchpoint map' used for?

Answer: Identifying every interaction point between a customer and a brand across the customer journey

A touchpoint map visualizes every moment a customer interacts with a brand, helping marketers identify gaps, redundancies, and opportunities to improve engagement.