The Customer's Journey

Which of the following examples would be considered a digital touchpoint for a retail company?

• Margo writes blogs about new items that the store will be selling soon and posts the blogs on the company's website.

• Petra works as a DJ for the morning radio show, and reads advertisements for the company.

• Tristan works as a sales representative for the company and helps customers in the store find what they are looking for.

• All responses are examples of digital touchpoints.

Sidney is in the market to purchase a new power drill. Since he was younger, he has always shopped at The Home Supply. He always felt like he was treated like family at The Home Supply. However, he has a 50% off coupon for Trusty Dan's Hardware, so he purchases his new power drill at Trusty Dan's Hardware instead of The Home Supply. What is this scenario most closely an example of?

• A digital touchpoint

• Customer Relationship Management software

• Churn

• A physical touchpoint

Which of the following is NOT true of CRM software?

• CRM software can help develop methods to improve and replace employee effort.

• CRM software can help keep track of product sales and returns.

• CRM software can help log and keep track of customer correspondence.

• CRM software can help capture the contact information of potential clients and customers.

What is the ultimate goal of any customer relationship management (CRM) process?

• Customer purchases

• Positive customer/employee relationships

• Customer retention

• Customer loyalty

What is the third stage for a company during the Customer Life Cycle?

• Reach

• Investigate and consider your options

• Develop and nurture the relationship

• Choose to purchase the item

Jordan is analyzing customer statistics for her comic book subscription service. She notices a drop in customer subscriptions by around 4% each quarter, or every three months, in the last year. What is this 4% drop in subscriptions each quarter known as?

• Churn rate

• Analytical drop-off

• Customer exodus

• Negative CRM

Which of the following would NOT be considered a touchpoint?

• Cassian just recently opened a new comic shop. Every night he writes and posts a blog about the recipe he made for dinner and rates it based on difficulty and taste.

• Faith purchases ad space on YouTube and Instagram to advertise for her hair salon.

• Rochelle owns a coffee shop, and all her customers can take a loyalty card that keeps track of how often they purchase a beverage from the coffee shop. After every tenth beverage a customer buys, they can get the next beverage for free.

• Mirabel goes door-to-door hanging coupons for her sandwich shop on people's doorknobs.

Which of the following scenarios is NOT a good example if the customer service representative wanted to gain trust with the customer(s)?

• Anita is asked a question and does not know the answer. Instead of trying to answer the question to the best of her abilities, she admits that she does not know the answer and directs the customer to a supervisor or coworker that can help.

• Whenever a customer breakdown occurs, Francis makes sure to follow through on the resolution. Francis keeps his word regarding what he will do next to resolve the situation.

• Neil works at the customer service desk, and whenever he deals with an elderly customer, he always gives them more grace and attention than he does with his other customers. He does this because he wants to treat his elders with respect.

• Even though Simon interacts with customers through a chatroom, he still takes the time to ask the customer pertinent questions so that he can hear the customer's full story.

Mitsui uses CRM software to help her communicate with customers via email and text notifications. Mitsui sends her customers information about upcoming sales, product recalls, and special events happening at the store. In which portion of the CRM process is Mitsui most closely involved?

• Operational CRM

• Technological CRM

• Relational/Collaborative CRM

• Analytical CRM

Which scenario best demonstrates an earned touchpoint?

• Red Tree Roasters, a local coffee shop, runs a special promotion each time they get a new flavor or roast of coffee. The shop runs a special in which the customer gets a cup of the new coffee for free if they purchase one pastry.

• Carlo likes playing a new video game. Not only does Carlo tell all his friends about the new game and how the story and gameplay are exceptional, but he also writes a short blog post about all the things he finds great about the game.

• Stephen works for a dog grooming business. Each week he takes pictures of new dogs before and after their appointments, and he posts the pictures in the company's weekly newsletter.

• The Northeast Adirondacks, a semi-professional soccer team, launched a new mobile app for fans of the team to purchase tickets and merchandise easier and stay up to date on player profiles, team stories, and community events.