2nd half of marketing (sales force questions)
KEY FEATURES OF CRM SYSTEMS
-Contact management -integration tracking -lead management -email marketing -reports and dashboards -workflow automation -integration capabilities
Components of VoC Programs
-Customer Feedback Collection -Data Analysis/Insight Generation -Turning Insights into Actions -Evaluation and Improvement
integral Role of CRM in DCX
-Enhanced Customer Interactions -Improved Understanding of Customer Needs -Streamlined Processes -Data-Driven Decision Making
Roles of Feedback loops
-continuous improvement -customer-centricity -personalization -building relationships -competitive advantage
Benefits of the Voice of Customer
-enhance customer satisfaction -lead to better product development and innovation -increase customer loyalty and advocacy -boost business performance and growth
advantages of multichannel
-greater customer reach -diversified sales platforms -better risk management
advantages of omnichannel
-seamless customer experience -consistent brand image -increased customer retention
challenges in embedding CX in Business Strategy
-siloed Organizational Structure -Lack of CX Metrics -Insufficient Employee Training -Inadequate Technology Investment
Centralizes customer data
0contack information interaction history purchases preferences social media behavior TO IMPROVE CUSTOMER RELATIONSHIPS, INCREASE CUSTOMER RETENTION, AND DRIVE SALES GROWTH
steps to transition to multichannel to omnichannel strategy
1. understand your customer Journey. 2. conduct a comprehensive channel audit. 3. establish unified and integrated data management. 4. Implement seamless integration across channels. 5. continuously monitor and optimize your strategy
Companies using KPIs effectively grow their profits _______ than those that don't
20% faster
Over time, the system continues to analyze data, helping you refine content recommendations and marketing strategies based on customer preferences.
Analytical CRM
This CRM system a company most likely uses to gain insights into customer behavior and value?
Analytical CRM
With this insight, your marketing team can create targeted ad campaigns to promote the show to that specific demographic, leading to increased subscriptions.
Analytical CRM
using this data, the CRM identifies patterns. For instance, it might discover that a specific show is popular among a certain demographic.
Analytical CRM
Social Media Listening Tools:
Brandwatch, Hootsuite
A customer service agent can access the customer's history, see that they've had billing issues in the past, and inform the billing department to look into it.
Collaborative CRM
The technical support team simultaneously works on resolving the service problem
Collaborative CRM
This type of CRM system would be most beneficial to enhance communication between the technical team and the sales team in dealing with customer inquiries
Collaborative CRM
Data analytics tools to analyze feedback
Google Analytics, Tableau
CRM Platforms to analyze feedback:
Salesforce, Zoho CRM
1How can you ensure your subject lines are effective? A.Keep them short and test B.Use the same subject line every time C.Include the word SALE or free D.Use a reply format with RE
a
1Why is email marketing content valuable? A. It encourages customer loyalty. B. It helps keep images of your products in wide circulation. C. The more emails you send, the more business you get in return. D. Email marketing content isn't valuable anymore.
a
1Why is it important to follow CAN-SPAM guidelines? A.To stay legally compliant in the US B.To increase your open rates C.To properly segment your mailings D.To understand your target audience
a
2What is dynamic content? A.Content that displays in a content area according to rules defined based on subscriber attributes B.A personalization string C.Any image that's used in an email D.Helpful content that will have a high click-through rate
a
2Which of the following is an unsubscribe type available through Salesforce Marketing Cloud? A.Global B.Segmented C.Siloed D.Departmental
a
How is the information needed to create a UX map usually gathered? A.Through workshops and talking with users B.Through online search C.Through 3D spectrum analysis D.Through stealthy eye-tracking software
a
Salesforce was the first top-10 software company to obtain which data transfer mechanisms? A.Binding Corporate Rules B.Safe Harbor C.Standard Contractual Clauses D.Shield Encryption
a
Spam filters can vary in logic, but most spam filters use: A.Content- or keyword-based logic B.Employing people to look at all the emails before sending them on to the recipient C.Highly processed meat products D.A random number generator
a
True or false: AI personalization becomes more tailored when a customer interacts with the message. A.True B.False
a
True or false: Businesses should make it easy for Consumers to submit data access requests. A.True B.False
a
True or false: Journey Builder uses the Salesforce SOAP API to work with Sales and Service Clouds. A.True B.False
a
True or false: You can use a public or private domain when collecting opt-ins via CloudPages. A.True B.False
a
True or false: You should create each journey with a single goal. A.True B.False
a
What does data minimization refer to? A.Organizations can collect only personal data that's adequate, relevant, and limited to what's necessary for the intended purpose. B.Organizations must maintain accurate personal data. C.Organizations must analyze large data sets to reveal patterns, trends, and associations. D.Organizations must be able to demonstrate that data subjects have consented to processing of their personal data.
a
What is behavioral data? A.Data about a customer's purchase history and browsing activity B.Data such as a subscriber's name, gender, and age C.Data that delivers information about the moment the subscriber opens the email D.Data about customer preferences
a
What purpose do engagement campaigns serve? A.Keep a customer interested in your brand. B.Highlight wedding-related activities. C.Welcome new customers. D.Get users to advocate for your brand.
a
What's a good guideline for requesting feedback? A.Make sure the audience knows what problem you're trying to solve. B.Grill the audience on their design credentials. C.Pay the audience in cash or gift cards. D.Don't tell the audience anything about your objectives.
a
channel
a specific medium or platform that businesses use to interact with their target audience, deliver messages, and offer products or services
Voice of the Customer
a systematic approach to understanding customer's needs and preferences collects feedback through various channels focuses on improving customer experience based on the feedback
CRM
a technology tool that companies use to: manage analyze improve their relationships with customers
multichannel strategy
an approach where a business interacts with its customers through multiple, distinct, but loosely connected channels.
omnichannel strategy
an approach where a business interacts with its customers through multiple, tightly integrated channels to provide a seamless, consistent experience.
The CRM system tracks when customers log in, what content they watch, and how often they use the service.
analytical CRM
A Business sharing Personal Information about a Consumer with another company for monetary or other valuable consideration is considered what under the CCPA? A.Processing B.Selling C.Sharing D.Consuming
b
How long do data controllers have to notify data protection authorities of a data breach? A.No more than 24 hours B.No more than 72 hours C.No more than one week D.No more than 30 days
b
If an email client doesn't support interactivity, what should a subscriber see instead? A.A broken image B. Static fallback content C. An interactive email that they can't interact with D.A blank content area
b
True or false: SMS is a low-pressure message channel that doesn't require immediate attention. A.True B.False
b
Under CCPA, a Business must: A.Forward information requests to the attorney general of California B.Not discriminate against Consumers who exercise their CCPA rights C.Send a Consumer's Personal Information via email D.Contact law enforcement when it receives a Consumer Request
b
What cyclical framework do most UX design processes follow? A.Design, Define, Iterate, Test B.Empathize, Define, Ideate, Prototype and Test C.Move fast and break things D.Design, Test, Fix, Ship
b
What does deep learning use to make suggestions and decisions? A.Numeric codes B.Algorithms and guidelines C.Classifications D.Recommendations
b
What is pseudonymous data? A.A collection of beliefs or practices mistakenly regarded as being based on scientific method B.Personal data that cannot be tied to a specific data subject without additional information C.Data that cannot ever be connected to an identified or identifiable person D.Data that expresses or implies the same idea as other data
b
What is the first thing a company can do in its GDPR journey? A.Conduct a privacy impact assessment B.Get organizational buy-in and build a team C.Compile copies of training materials D.Delete unneeded personal data
b
What's a persona? A.An actual user of your product, identified by a pseudonym B.A fictional person representing someone who will use the product you're designing C.A stereotype based on market research D.A composite based on a fringe use case
b
When developing a plan of action, where is the best place to look for insights about your customers? A.Your social media feeds, to see how customers respond to your posts B.Your CRM data C.Customer feedback surveys D.Email inquiries to your customer service department
b
Which of the following is the most effective way to gain new subscribers? A.Inbound service calls B.Inbound sales calls C.Mobile sign-up D.In-store promotions
b
optimal business performance
both business strategy and customer experience
1You want to keep your per-mailing email bounce rate under: A.30% B.25% C.20% D.10%
c
How can AI boost email marketing campaigns? A.Suggesting emojis B.Repurposing content as a physical mailer C.Automating emails D.Eliminating the need for email altogether
c
What are the qualities of a good subject line? A.It mentions the name of your company and includes your logo. B.It is no longer than 140 characters and includes a call to action. C.It reflects the email content and encourages engagement. D.Its content changes depending on when a viewer opens the email.
c
What is a key way the CPRA impacts the CCPA? A.The CPRA limits Consumer rights B.The CPRA minimizes the obligations on Businesses. C.The CPRA creates better alignment with global privacy and data protection laws like the EU's GDPR D.A and B
c
What is the GDPR? A.A new global data privacy requirement B.A new regulation for US financial institutions C.A new comprehensive privacy law in the EU D.A new digital PR firm
c
What is the right to rectification? A.The right to object to the processing of personal data B.The right to be forgotten C.The right to correct or complete personal data D.The right to freeze personal data
c
Which company is considered a Business and subject to the CCPA? A.The California Department of Motor Vehicles B.A nonprofit animal rescue group C.Acme Industries, a for-profit company with an annual revenue of $55 million D.A cupcake shop in London that does not sell internationally
c
Which of the following help you keep good relationships with your subscribers? A.Offer promotional events. B.Ask them about their lives. C.Plan content carefully to convey your message appropriately. D.Send them gifts.
c
Which of the following is a right granted to Consumers under CCPA? A.The right to opt out of the collection of their Personal Data B.The right to provide false information C.The right to opt out of the Sale of their information D.The right to access their spouse's information
c
Which of the following is an action taken by Salesforce to help our customers on their CCPA journey? A.Shut down access to data from Consumers in California B.Reduced security controls in our products and services C.Updated our Data Processing Agreement to include terms specifically designed for CCPA D.Moved our business operations out of California
c
Why is it important to create empathy for your customers? A.It helps you determine which new products to sell. B.It helps you reach a wider audience. C.It helps you create content that your customers want to engage with. D.Empathy is not as important as a good content strategy.
c
A customer contacts your company with an issue related to their phone service. the CRM system is integrated with various departments, including billing, technical support, and customer service.
collaborative CRM
The customer's inquiry is logged into the CRM, and all the relevant departments are alerted about the issue.
collaborative CRM
analytical crm
collects and processes customer data for performance monitoring. data warehousing, performance monitoring, data mining
Porter's Generic Strategies
cost leadership, differentiation, cost focus, differentiation focus
1Which of the following is a benefit of using a welcome program? A.Welcome programs generally have high open rates. B.Welcome programs generally have high click rates. C.Welcome programs are more likely to be forwarded than other types of emails. D.A and B
d
At what point during the typical customer lifecycle does a customer require incentives to stick with your product? A.Acquire B.Onboard C.Engage D.Retain E.Advocate
d
Compliance with GDPR is the responsibility of: A.Data controllers B.Data processors C.Data subjects D.Data controllers in partnership with their data processors
d
How can interactivity be used in email? A.Image galleries B.In-email reviews C.Personalized images D.A and B
d
How does Jobs to Be Done help inform the design process? A.It makes you stop procrastinating. B.It keeps track of which jobs have been completed. C.It uses an AI-powered bot to do basic design work. D.It empowers you to focus on the outcomes that people using your product want.
d
The right to opt out applies to which processing activities under CPRA? A.Selling (includes Sell, Sale, Sold) B.Combining datasets C.Sharing (includes Share, Shared) D.A and C Check the Quiz to Earn 100 Points
d
What content block helps you gather customer information? A.Button B.HTML C.Free Form D.Smart Capture E.Social Follow
d
What is UX design? A.The practice of basing all decisions on fiscal goals B.The practice of distilling individual people's motivations into groupthink C.Another name for graphic design D.The practice of examining people's needs and motivations to inform design of products or services
d
What percentage of consumers have indicated that the experience a brand provides is as important as its products? A.15% B.20% C.75% D.80%
d
What should you keep in mind when selecting design tools? A.Always stay on trend. B.If you use tools sold by your company, you can generate extra revenue. C.Code is not a design tool. D.Your tools' output must be accessible to stakeholders so they can quickly provide feedback.
d
What's the goal of a prototype? A.To secure funding for your product B.To gather prelaunch usage data C.To identify the worst parts of your design D.To convey the interaction to the user
d
When do you use Privacy by Design? A.When planning a new processing activity B.When developing a new product or feature C.When buying new living room furniture D.A and B
d
What actions can Journey Builder perform in Sales and Service Clouds? A.Create B.Find and Update C.Simple Update D.Delete E.A, B, and C
e
Which of the following methods can you use to acquire subscribers? A.Website sign-ups B.Hub and spoke C.Adult learning theory D.In-store promotions E.A and D
e
omnichannel touch points
integrated, seamless customer touchpoints
feedback Loops
is a process in which the outputs of a system are circled back and used as inputs.
operation crm
manages and tracks interactions with leads and customers. sales automation, marketing campaign tracking, pipeline monitoring
touchpoints multichannel
multiple, independent customer touchpoints
A Customer visits your online store and creates an account. -the CRM system records their information.
operational CRM
After the purchase, the CRM system stores the customer's order history, making it easy for your marketing team to send personalized recommendations based on their previous purchases.
operational CRM
If the customer encounters an issue during checkout, they can use the live chat. -feature provided by your CRM to get instant help from a support agent.
operational CRM
This type of CRM deals with automating and enhancing customer-facing and customer-supporting processes
operational CRM
the customer browses through products and adds items to their shopping cart. - the CRM system tracks their behavior
operational CRM
a customer has a complaint, the company responds to a customer complaint, making necessary changes, and thus preventing the recurrence of the issue.
positive reinforcement
a customer shares a positive experience on social media, which increases brand visibility attracting more customers
positive reinforcement
collaborative crm
provides a centralized platform for teams to work together. project management, document management, team messaging
Cost Leadership
reduce costs while maintaining or improving product or service quality. -cost efficiency
True or False: 30% of consumers believe that companies are not good at understanding their needs, so transparent communication can help bridge this gap.
true