SSC Customer Relationship Management 3 — Questions and Answers
Question 1: What is 'cross-selling' and how does it benefit customer relationships?
- Selling to customers in different geographic regions
- Recommending complementary products to existing customers, increasing value for both parties (Correct answer)
- Offering products at a discount to new customers only
- Replacing old products with newer models
Correct answer: Recommending complementary products to existing customers, increasing value for both parties
Cross-selling deepens customer relationships by solving more of their needs while increasing revenue per account.
Question 2: Which approach best supports customer retention in a competitive market?
- Focusing entirely on acquiring new customers
- Providing consistent value through proactive service and personalized engagement (Correct answer)
- Lowering prices to match every competitor
- Limiting customer contact to reduce operational costs
Correct answer: Providing consistent value through proactive service and personalized engagement
Retention is driven by ongoing value delivery and personalized attention that makes customers feel understood and appreciated.
Question 3: What does 'Net Promoter Score (NPS)' measure in customer relationship management?
- The number of new customers acquired
- The likelihood that customers will recommend your company to others (Correct answer)
- The average deal size
- The number of support tickets resolved
Correct answer: The likelihood that customers will recommend your company to others
NPS is a key CRM metric that gauges overall customer satisfaction and loyalty through a single recommendation question.
Question 4: A salesperson discovers a customer has been using a competitor's product for a secondary need. What is the best CRM action?
- Ignore it since it is not your product category
- Schedule a meeting to present your solution for that need (Correct answer)
- Report the customer for breach of loyalty
- Offer to match the competitor's price without learning the details
Correct answer: Schedule a meeting to present your solution for that need
Identifying unmet needs and presenting relevant solutions is a core CRM activity that expands share of wallet.
Question 5: How does a salesperson build 'emotional equity' with a customer?
- By offering the lowest prices in the market
- By consistently showing genuine interest, empathy, and reliability over time (Correct answer)
- By sending automated birthday emails
- By providing the most detailed product specifications
Correct answer: By consistently showing genuine interest, empathy, and reliability over time
Emotional equity is built through authentic human connection and consistent follow-through that customers associate with positive feelings toward your brand.
Question 6: What is the best way to re-engage a dormant customer account in CRM?
- Send a mass discount coupon
- Research their current situation and reach out with a relevant, personalized message (Correct answer)
- Call every day until they respond
- Remove them from the CRM to keep records clean
Correct answer: Research their current situation and reach out with a relevant, personalized message
A personalized re-engagement message that acknowledges the gap and offers relevant value is far more effective than generic outreach.
SSC Customer Relationship Management 3
What is 'cross-selling' and how does it benefit customer relationships?