NCSA Customer Loyalty & Retention 2

Question 1

A customer who has made a purchase, had a positive service experience, and now actively recommends the company is best classified as a:

Accepted Answer

Brand advocate

Answer

A brand advocate goes beyond repeat purchasing to actively promote the company, representing the highest rung on the customer loyalty ladder.

Question 2

What is customer 'share of wallet'?

Accepted Answer

The proportion of a customer's spending in a category that goes to your company

Answer

Share of wallet measures how much of a customer's total category spending is directed to your company versus competitors.

Question 3

Which of the following is the strongest predictor of long-term customer loyalty according to customer service research?

Accepted Answer

Consistent delivery of effortless, reliable experiences

Answer

Research, including CEB/Gartner studies, shows that reducing customer effort and delivering reliable experiences is the strongest driver of sustained loyalty.

Question 4

A 'customer win-back program' is designed to:

Accepted Answer

Re-engage former customers who have stopped doing business with the company

Answer

Win-back programs specifically target lapsed customers with tailored offers or outreach to revive the relationship and recover lost revenue.

Question 5

The 'loyalty ladder' model in customer relationship management describes:

Accepted Answer

A sequential progression from prospect to advocate as trust and engagement deepen

Answer

The loyalty ladder maps stages—suspect, prospect, customer, client, supporter, advocate—reflecting deepening commitment and relationship quality.

(NCSA) National Customer Service Association Certification Practice Test

(NCSA) National Customer Service Association Certification Practice Test

NCSA Customer Loyalty & Retention 2