CRM Chap 2

Which of the following is NOT a stage in the customer journey?

• Awareness

• Purchase

• Retention

• Dissolution

The loyalty ladder begins with:

• Suspect

• Prospect

• First-time customer

• Loyal customer

Which is the correct order of the loyalty ladder?

• Prospect → Loyal customer → Advocate

• Suspect → Prospect → First-time customer → Repeat customer → Majority customer → Loyal customer → Advocate

• Awareness → Consideration → Purchase → Retention → Advocacy

• Awareness → Prospect → Loyal customer → Advocacy

The customer journey stage when customers start considering different suppliers is:

• Awareness

• Consideration

• Purchase

• Advocacy

In the Kotler-Armstrong CRM model, “Butterflies” represent:

• High loyalty, long-term customers

• Low loyalty, short-term customers

• High-value advocates

• Customers with strong social bonds

In the same model, “True Friends” are:

• Short-term, low-profit

• Long-term, high-profit

• High volume but unprofitable

• Loyal to schemes, not brands

Customers who are low-profit but loyal are called:

• Strangers

• Butterflies

• Barnacles

• Advocates

Customers who show little fit with the company and no loyalty are:

• Strangers

• Butterflies

• Loyal customers

• Door openers

Which of the following is NOT a type of new customer?

• New to company

• New to category

• New to competitors

• None of the above

The conversion model defines “committed customers” as:

• Loyal, entrenched customers

• Shallow, convertible customers

• Weakly unavailable customers

• Prospects who need more engagement