SSC Customer Relationship Management 1 — Questions and Answers
Question 1: What is the primary goal of Customer Relationship Management (CRM) in a sales context?
- Automate all sales tasks
- Build long-term, profitable relationships with customers (Correct answer)
- Track competitor pricing
- Reduce the number of sales reps needed
Correct answer: Build long-term, profitable relationships with customers
CRM focuses on cultivating lasting relationships that drive repeat business and customer loyalty.
Question 2: Which CRM activity best helps a salesperson understand a customer's evolving needs?
- Sending mass promotional emails
- Conducting regular follow-up calls and check-ins (Correct answer)
- Offering discounts on every purchase
- Limiting contact to avoid annoyance
Correct answer: Conducting regular follow-up calls and check-ins
Regular follow-up calls allow salespeople to stay current with changing customer priorities and deepen trust.
Question 3: A salesperson notices a long-term client's order volume has dropped. What is the best CRM response?
- Wait for the client to reach out
- Immediately offer a price cut
- Proactively contact the client to understand any concerns or changes (Correct answer)
- Remove the client from the active pipeline
Correct answer: Proactively contact the client to understand any concerns or changes
Proactive outreach shows the client they are valued and allows the salesperson to address issues before losing the account.
Question 4: Which metric is most useful for evaluating the health of customer relationships in CRM?
- Number of cold calls made
- Customer Lifetime Value (CLV) (Correct answer)
- Number of products in the catalog
- Gross margin per product
Correct answer: Customer Lifetime Value (CLV)
CLV measures the total revenue a business can expect from a single customer account over time, reflecting relationship quality.
Question 5: What does 'customer segmentation' allow a salesperson to do in CRM?
- Ignore low-value accounts
- Tailor communication and offers to specific customer groups (Correct answer)
- Assign all customers to a single sales rep
- Automate contract renewals
Correct answer: Tailor communication and offers to specific customer groups
Segmentation enables personalized outreach that resonates with each group's unique needs and purchasing behavior.
Question 6: Which of the following best describes a 'customer touchpoint' in CRM?
- A product demo script
- Any interaction between the customer and the company (Correct answer)
- A competitor analysis report
- A quarterly earnings statement
Correct answer: Any interaction between the customer and the company
Touchpoints include every interaction — calls, emails, visits — that shapes the customer's experience and perception of the company.
SSC Customer Relationship Management 1
What is the primary goal of Customer Relationship Management (CRM) in a sales context?