Customer Relationship Management | Humber College | CRM 100: Exam Questions and Answers | Latest 2026 100% updated.

Customer Relationship Management | Humber College | CRM 100: Exam Questions and Answers | Latest 2026 100% updated. 1.Individual customer need differences can sometimes be discerned by A) Rigorous market segment pricing B) Purchasing a good CRM technology C)Observation, data collection/analysis and ongoing dialogue D) Rigorous market segment analysis 2.The net promoter score is: A) the percentage of your promoters less the percentage of detractors B) the best measure of your company`s advertising effectiveness. C) your company`s promotional budget less the cost of implementing those promotions. D) the rating of your company`s advertisements plus the company`s relative financial standing. E) business revenue change divided by promotional expenses, then X 100% 3.In CRM, all a customer`s interactions with a brand over time known as A) Notations to file B) Prurient data C) A customer complaints registry D)Customer experience E) A customer log 4. Enabling customers to communicate with a company through every possible interactive channel, and integrating across all those channels such that dialogue begun on one channel can be seamlessly take on another channel, and context survives. In our class discussions this was referred to as A) The new meaning of Omnichannel B) CCR- cross connected references C) Touching the customer D) Touching the company E) Customer service rep phone call etiquette5. A Ferrari dealer says ``You will feel cool``. Does this quote describe a Product feature, Benefit, or examples of Both, or Neither A) feature B) benefit C)Both D) neither 6.Why is trust important to a business relationship A) Without trust there is no relationship B) When trust exists, the learning relationship becomes more efficient and accelerated, and will achieve higher effectiveness. C) Trust allows a company to set whatever selling prices they wish. D) Without trust, there will never be buying or selling. E) With trust, communication is no longer needed. 7. In class we reviewed a customer experience pyramid prioritization, which first: Meet Needs, then make things Easier, then make things Enjoyable. This is known as; A) Green`s Customer Philosophy B) A trust ``myth`` C) The trust hierarchy D) The express train of marketing E) Forrester`s customer experience pyramid 8.Designed to extract a maximum amount of insight with a minimum amount of customer friction: A) A rigorous in-depth survey B) A customer interview C) A golden question D) A customer debriefing meeting E) Completing a warranty application9. `` The tour guide took me to the top of the mountain, and a sense of wonderment came over me`` Does this quote describe a Product Feature, or Customer benefit, examples of Both, or neither A) Feature B) Benefit C) Both D) Neither 10. --------- is crucial for understanding customer interactions. A) Self evaluation B) Context C) Proper use of a thesaurus D) Listening and projecting E) Periodic and/or acute consideration 11. Customer relationship management is best characterized as: A) An effective marketing strategy. B) Having the best customer service, period. C) An enterprise-wide strategy and culture. D) An up to date, well designed and integrated CRM technology. E) Allowing customer to choose who they buy from. 12. These days, the best way to compete in business is to: A) Provide free delivery. B) Consistently provide your customers with the lowest price. C) Implement a loyalty program. D) Provide the best overall value experience E) Launch a great App. 13. If through conscious action we succeed in changing a customer`s future behaviour, this measure would represent ``net present value of the future financial contributions that could be attributed to that customer``A) Actual value B) Potential Lifetime Value C) Management-of- Change equation D) Replacement value E) Attrition Value 14. In our class we discussed the relationship between satisfaction and genuine loyalty. Which of the following apply to this discussion? A) They are the same concept. B) They cannot exist without each other. C) There is little relationship between for experience. D) They are a way to avoid the need for experience. E)They not influence customer communications. 15. In our class we discussed the objective analysis and evaluation of an issue to form a judgement, otherwise known as A) critical thinking B) The functionality of artificial intelligence C) algorithm functionality d) a high level of machine learning E) The rules of agreement and joint business 16. Emotionally loyalty can be improved with all the following EXCEPT A) Continuous improvement in products and services. B) Embracing a higher purpose in your business. C) Earn and keep the trust with your customers. D) Less focus on individual customer relationships, and more focus on maximizing digital selling. E) Establish personal connections with customers.17. In class we discussed customer behaviour, and suggested that customers tend to behave like electricity or water… they take A) the path of least resistance B) Numerous forms. C) Extra care to manage D) Milli-seconds to go astray. E) top priority in a household. 18.In class we discussed the question ``Do you buy your pet holiday gifts`` This question was A) A golden question B) A quate from a B-movie regarding CRM C) A well known advertising scheme D) A indicator of customer disposable income E) A leading indicator of the likelihood of watching outdoor documentary movies 19. In our classes, we discussed primary uses of customer interaction and the use of touchpoint mapping. This was to recognize each customer wherever they interact with us, continue the dialogue from where it left off, and to A) Establish the correct wording for flexible Opt-In policy B) Continually move customer forward in their currents buying journey, and onto the next. C) Ensure our business partners are aware when attrition will occur D) Predict the use of implicit Bargaining E) Update pricing history in our outlets and online store. 20. In our class discussion it was proposed that showing good intentions by doing the right thing, and showing competency by doing things right, are key components of A) Becoming Trustable B) The latest Nike sloganC) The ``Do It`` competitive mantra D) Many winning sports team E) Being relevant to customers. 21. In class we discussed two main characteristics that could be used to identify how one customer ranks or compares to other customers. There were A) Customer commitment level and price level B) Customer value and customer needs C) Geography and perceptional factors D) Customer psychological and customer behavioural factors E) Customer relationship history and basic satisfaction 22. A business that still doesn’t record or remember ongoing customer transactions could be said to be A) Streamlined B) Cost focused C) focused too much on relevancy D) Operating on the ``Goldenfish Priciple`` E) Focused too much on reliability 23. To maximize information exchange and build trust in customer dialogue, each of the following should apply except A) Use a flexible Opt-in policy B) Use a clear, simple Privacy policy C) Use an Implicit bargain approach D) Remember you are responsible for your business partner conduct too E) Create a culture based on trust 24. In class we discussed the relationship between satisfaction and loyalty. Surveys have shown that the correlation between dissatisfaction and disloyalty. A) inversely relatedB) a non-relevant factor in today`s business environment C) highly vulnerable except for services. D) high E) a misleading metric to pay attention to. 25. Implementing the learning relationship involves each of these except A) linking customer information b) develop a product, then change your customer`s needs to fit c) identifying customers d) collaborating with customers e) Treating different customers differently. f) knowing how customer differ from each other g) Designing products to suit each customer 26. The following are reasons that some companies have resisted becoming customer centric, except A) Some believe. The priority should stay focused on brand awareness is the key. B) Some believe new products for mass segments is the first priority. c) Some believe that they must focus primarly on products to generate cash flow and ensure d) Some believe that customers are scarce. E)Usually their first priority was focused on recognizing and rewarding immediate performance. 27. In our classes we discussed how, over time, all of a customer`s individual interaction with a brand A) Is a definition of ``the customer experience`` B) Is one of the primary reasons for subsurface customer disapproval. C) Can be monitored, inverted and then integrated D) Is sometimes called life time valueE) May also be called Customer Equity 28. In class we saw that during Covid, digital commerce A) Became extremely costly for customers. B) Slowed down major server warehouses, causing another mini-crisis C) Meant only tech related gig businesses could do well. D) Accelerated to reduce risks of ransom-ware attacks. E) Leapt ahead the equivalent of 10-years in just a few months. 29. The following could be examples of customer friction Except A)Being put on hold. B) Product set-up and preparation requirements C) Laces in the box, but not on the shoes. D) Where the rubber meets the road E) Being asked to repeat the same information by different company contacts. 30. The conclusions of Customer Experience surveys indicate A) You can reduce product enjoyment if service friction is managed well. B) Customers talk more about a good product than a bad experience. C) You can delight with your product, but first eliminate the friction in your service. D) Customers talk more about a good product than a bad product. E) Customers talk more about a good experience than a bad experience. 31. A lawn mower salespersons says``The fast, powerful Lawn zipper will save you lots of time`` Does this quote describe a product feature, or customer benefit, both or neither. A) Feature B) Benefit C) both D) neither32. ``We provide 24/7 customer service`` Does this quote describe a product feature, or customer benefit, both or neither. A) Feature B) Benefit C) both D) neither 33. In CRM all a customer`s interactions with a brand over time is known as A) A customer log B) Notations to file C) Prurient data D) Customer experience E) A customer complaints registry 34.In our class we discussed that the most rewarding aspect of genuine loyalty, but the most challenging to achieve is A)Repeat business B) Behavioral loyalty C) Higher prices D) The time and effort required to find new customers E) Emotional connections. 35. same question to 4 36. For `` interactive age`` companies, competitive advantage is primarly based on A) uniform product selection. B) effective branding C) both branding and mass marketing D) market domination E) customer information 37. Same question to 738. sAME Q TO 30 39.Same q to 31 40.Same q to 32 41.In class we spoke about service friction at a very busy shoe store, where lower end shoes were being pushed by the store staff because, A) The material was better B) There were no natural ingredients. C) They shoes came with the laces already installed. D) The staff didn’t really care about what they were doing. E) They resulted in extra loyalty points. 42. An important requirement to fully understand a customer`s experience is to: A) use asymmetrical population B) apply an acceptable realization theory and approach c) Monitor individual customer cash flows carefully for detrimental signs. d) employ empathy to understand e) employing co-habitation, on a selective basis. 43. In class we discussed the questions `` do you like scary movies`` This question was A) used by a dating company as their most predictive indicator of relationship longevity. B) a quote from a famous movie regarding customers. C) one of the lowest response rated questions for movie goers. d) a key indicator of risk/reward in customer relationship. e) a leading indicator of the likelihood of enjoying outdoor trekking. 44. In class we reviewed the case of a company whose data analysis pointed to unusual ways to improve their customer loyalty metric these included: a. requiring people to call in to cancel a service and disconnecting any caller that mentions cancellation45. Trust ability is enhanced by each of the following except: b. doing things for a customer for the sake of your enterprise 46. As discussed in class regarding relationships and trust it is far better to: c. focus on customers’ needs with the belief that if they resolved your company will do well 47. Which of the following is not a “trust myth” described by Charles Green: d. people like to be listened to 48. Which of the following is not an example of how trust works in the learning relationship: e. it can help but is not necessary to obtain the best results from a learning relationship. 49. When considering the comparative value of customers, it is good to do the following: all of these would be correct 50. In CRM customer interaction is used primarily to: a. improve the understanding of customers and their needs on an ongoing basis 51. The 2 most valuable aspects of a loyalty program for the company that offers it are: customer information and repeat buying behaviour 52. In class we discussed that when a company first digitises and integrates multiple types of data and a new system which of the following can often be true: a. Customer friction may be created due to numerous integration problems 53. In class we discussed frictionless customer experience. Superior product competence requires: f. value and reliability 54. The perfect customer experience: g. should be frictionless55. In a business relationship self-orientation can: h. Very quickly destroy the trust 56. IDIC represents: An acronym for the learning relationship 57. This is not a requirement for business to occur, but can result in business that would not otherwise occur, better understanding, and quick decisions and business transactions: Trust 58. The primary goal of identifying customers is to: a. Recognise each customer at every contact point then link those data points to provide a full picture 59. When implementing the learning relationship in a company, it is important to: Differentiate customers to understand and prioritise 60. The Net Promoter score is: a. The percentage of your promoters less the percentage of detractors 61. Which of the following is true regarding fully implementing CRM in a company? i. customers will be differentiated from each other. Later products will be developed for individual customers 62. _____ is how we interpret our interactions with others: j. Context 63. Which of the following best describes a customer share strategy: k. selling as many products as possible to one customer at a time 64. All the following are true of a customer centric enterprise except: l. prime focus on managing each individual product 65. Examples of changes in industry and business that have contributed to the need for CRM include: m.The need to collaborate with customers66. In class we discussed the relationship between value and price. All of the following would apply except: n. In the absence of value use higher prices to create and appearance of value 67. In our classes we discussed the characteristics of a valuable customer experience. The characteristics should include each of the following except: o. Charging superior prices so customers know they are getting the lowest prices availableMultiple answers question 1. Current approaches that reflect a move towards the priority of ``share-of-wallet`` would include which of the following? a) The main primary focus should remain building brands by using mass media. b) A primary focus should be to maximize the sales volume of one product at time to as many customers as possible c) Products and brands are not the primary source of revenue… customers are d) Customers should be differentiated from each other e) Communicate with customers individually f) New customers are the primary continuous focus and recipe for success g) Use dialogue to continually identify needs and opportunities to develop customer solutions. h) Make sure each and every product you sell, to any customer, generates a profit margin- no exceptions C-d-e-g 2. Which of the following would be factors to consider when determining a customers unrealized potential value a) Additional relevant product lines of interest to the customer b) Churning out a long term customer c) Business with a competitor d) The number one metric for value is Total Sales revenue. Other factors come after that. e) Customer growth over time f) The potential for the company top grow and buy, or take over, your company g) The value of referrals a-c-e-g 3.In our classes we discussed methods to differentiate customers. Which of the following would be true? a) Customers are differentiated based on product feature. b)If you can only use one piece of information to prioritize your customers, using their comparative customers can be differentiated based on their needs.c) Customer equity less customer dis-equity… is a primary way to prioritize customer value. d) Customer equity should be considered when differentiating customers. e) Tv is the single most effective method to leave a lasting impression. f) Customer can be differentiated based on their value g) Customer LTV can be used as an input to compare customer value h) Sales revenue would be the best b-d-f-g 4. In class we discussed CRM in an automotive industry and some examples of the CRM practices at Audi. With respect to our discussions which of the following are examples of Audis CRM practices: a) Providing a dedicated service manager phone for the customer to use at any time b) Manufacturing Audi`s by-hand, with special care. c) Using an Audi App beacon to know when their customers come into a show room. d) Knowing which vehicle the customer has been shopping for on their website e) Motivating customers to buy Volkswagen vehicles instead of Audi`s f) Elevating the importance of repeat buyers who are active social media posters. g) Knowing the customer’s favourite hot beverage. h) Dropping new or fixed vehicles off at the customer`s home. i) None of these answers are true. a-c-d-f-g-h 5. With consideration to our class discussions, which of the following are important for achieving a high level of dialogue and trust a) a process to effectively prohibit all follow-up communication to customers. This will ensure liabilities are eliminated. b) A high commitment to reducing ``non-resolution`` rates. c) An easy way for customers to report difficulties. d) A process that results in quick responses to customer complaints, even if the cause or solution are not know.e) signs and company bulletins that clearly guide customers to call 9911 for any order urgencies. f) A very clear company PA system g) A process that investigates and resolves customer complaints, and communicates the results back to the customer. h) A process that directly involves the CEO for investigating each customer complaint b-c-d-g 6. A good mobile App can be an effective component of CRM. Which of the following qualities do you think should be a characteristic of a good App. a)The App should work with all major platforms (iOS, Android, Windows etc.) b) a well designed App should avoid collecting/retaining customer information, thus eliminate the need for a long, confusing Privacy Policy c) The App should provide additional customer value (features that result in benefit) to motivate use. d) The App should ideally be offered with a low cost or free version. e) Users of the App must be automatically included in email and newsletter distributions. f) The app should open and operate quickly. a-c-d-f 7. With consideration to our discussion which of the following could be said to be important contributors to achieving superior customer experience a. doing things right to improve your competency b. using empathy to better understand customers c. Continually increasing your customer knowledge. d. Always vertically integrate e. Always integrate horizontally, if possible f. become as frictionless as possible to improve reliability g. treating different customers differently h. Increse the threats of new entry i. Implement mass marketing j. Doing the right things, to show good intentions. k. Providing good products and services delivered fairly at a reasonable price with no hidden costs a-b-c-f-g-j-k8. Based on our class discussions, which of the following is generally true regarding the likelihood that a customer will share their experience with others. a) A good customer service experience is shared more than a bad customer service experience. b) A bad customer service experience is shared more often than a good product experience. c) A good product experience is shared more often than a bad product experience. d) A bad product experience is shared more than a good product experience. e) A bad product experience should be combined with a bad customer service experience to increase loyalty by creating, and then resolving, complaints. f) A bad customer experience is shared more often than a good customer service experience. g) A bad product experience is shared more than a bad customer service experience. b-d-f-g 9. An effective complaint discovery and resolution process may.. a) Often try to avoid use of customer feedback or surveys b) Use mystery shoppers c) Reduce friction d) Often remove use of suggestion boxes as an antiquated process e) Observe online behaviours on the company website f) Improve the customer experience b-c-e-f 10. In class we discussed customer needs. With consideration to our discussion, which of the following would be true. a) People have an almost unlimited combination of needs b) Different customers may buy the same product, but each may have a different needs for doing so c) Customer needs refers only to the critical things required to sustain life d) Ongoing customer dialogue is important to identify customer needs and develop customized solutions. e) Needs are what drives consumer behaviours f) Needs are the specifications and characteristics of a product g) All of these are correct a-b-d-e11. In our classes we discussed methods to negotiate with tough customers such as Walmart. These included which of the following? a. Customizing your products and services b. Begin all negotiations by saying no, to establish yourself c. Exclusively use the ``good cop-bad cop`` tactic when negotiating d. establish senior level relationships between your organizations e. tell such customers that their business is not that important to your company. f. Constantly seek cost efficiency. g. Having a good End user demand h. demonstrating trust ability a-d-f-h-g 12. which of the following could be a factor for understanding a customer lifetime value? a) Cost to serve/support b) Customer financial stability and future competitiveness c) repeat customer purchases d) willingness to refer- word of mouth- as well as social media sharing and rating e) Number of customer employees f) Separate customer marketing and sales departments g) customer willingness to collaborate h) All of these are correct a-b-c-d-g 13. Multiple Choice) From the list below indicate those that we have discussed as being a key focus in our CRM course: a. Providing the best discounts and lowest prices to create long lasting loyalty b. Branding will no longer be used c. Using a CRM technology to host information and enable higher level data analysis d. Understanding what has changed in recent decades to enhance the need for CRM e. The use of critical thinking f. Implementing the learning relationship a-c-d-e 14. (Multiple Choice) If you are fully focused on growing your share of customer, you will likely:p. focus on growing market share q. Keep customers longer and grow them bigger r. Seek more products for each customer s. Experience significant increases in customer loyalty t. P-q-r-s 15. In our classes we often discussed customer needs. The characteristics of customer needs would include: u. some customer needs may not be known or communicated by the customer v. They often change over time w. They can vary widely from one customer to another U-v-w 16. Examples of changes in the evolution of the marketing mix include: x. the emphasis on price cutting with continue to accelerate y. billboards will be one of the most important promotional priorities z. the use of branding will disappear aa. there will be a growing focus on individualised communication bb. individual customer needs will dictate how products and services are designed mlining of communications to develop uniform messaging that reaches bigger markets will become much more common in all companies dd. More companies will be providing tailored offerings directly to their customers ee. The value of brands will be based more on trust and less on feeling of fondness aa-bb-dd-ee 17. Which of the following would be factors to consider when determining a customers unrealised potential value: ff. what you could have done in the past with the customer gg. The value of referrals hh. Additional relevant product lines of interest to the customer ii. Customer growth over time jj. The potential for the company to grow and buy or take over your company ff-gg-hh-ii-jj 18. In class we talked about customers that are a challenge to negotiate withkk. prioritise on constantly offering the lowest prices the recipe for success ll. Create end user demand to make it more valuable for you a reselling customer to do business with you mm. Try to build strong relationship with key people in the customer company nn. Customise your offering to make it more valuable to the customers oo. Reduce expenses by cutting customization and relationship building expenditures to reduce cost pp. Constantly innovate your offerings ll-mm