cjo pt. 2

Question 1

What does the ACPRA model stand for?

Answer 1

Awareness, Consideration, Purchase, Retention, Advocacy

Question 2

In which sectors can the ACPRA model be applied?

Answer 2

B2B, B2C, NFP, CSC

Question 3

What is the first stage of the ACPRA model?

Answer 3

Awareness

Question 4

What is the primary focus of the ‘Consideration’ stage in the B2B customer journey?

Answer 4

Evaluating solutions with key stakeholders

Question 5

True or False: The customer journey always progresses linearly according to the ACPRA model.

Answer 5

False

Question 6

What activities are included in the ‘Awareness’ stage of the B2B customer journey?

Answer 6

• Industry events
• Whitepapers
• Webinars
• Personal networks

Question 7

What is a key component of the ‘Purchase’ stage in B2B?

Answer 7

Negotiations and ROI demonstrations

Question 8

What strategies are critical for customer Retention in B2B?

Answer 8

• Effective onboarding
• Regular check-ins
• Tailored training sessions
• Proactive support

Question 9

What is the primary goal of the Advocacy stage in the B2B journey?

Answer 9

Encouraging customer advocacy through referrals and testimonials

Question 10

What characterizes B2C customer journeys compared to B2B?

Answer 10

Simpler and more transactional

Question 11

What are common methods for generating Awareness in B2C?

Answer 11

• Online ads
• Social media influencers
• Word of mouth

Question 12

What is a key focus during the ‘Consideration’ stage in B2C?

Answer 12

Comparing offerings based on features and perceived value

Question 13

Fill in the blank: In B2C, the objective of the ‘Purchase’ stage is to optimize the _______.

Answer 13

shopping experience

Question 14

What strategies enhance customer Retention in B2C?

Answer 14

• Follow-up messaging
• Personalized recommendations
• Loyalty programs

Question 15

What is the focus of the Not-for-Profit (NFP) customer journey?

Answer 15

Building meaningful, long-term relationships

Question 16

What drives Awareness in the NFP sector?

Answer 16

• Events
• Strategic partnerships
• Social media campaigns

Question 17

What is an essential action in the Engagement stage of NFP?

Answer 17

Making a financial donation or signing up to volunteer

Question 18

What are effective strategies for Retention in NFP?

Answer 18

• Sharing impact updates
• Personalised thank-you messages
• New involvement opportunities

Question 19

How can NFPs encourage Advocacy among supporters?

Answer 19

• Sharing content on social media
• Hosting events
• Creating fundraising initiatives

Question 20

What is the focus of the Consumer Services Company (CSC) customer journey?

Answer 20

Providing personalized service and nurturing long-term relationships

Question 21

What methods generate Awareness in CSCs?

Answer 21

• Online advertisements
• Google search results
• Word-of-mouth recommendations

Question 22

What is a critical aspect of the ‘Consideration’ stage in CSC?

Answer 22

Researching pricing and service packages

Question 23

What ensures a smooth ‘Purchase’ experience in CSC?

Answer 23

Proactive communication and onboarding

Question 24

What strategies are vital for Retention in CSC?

Answer 24

• Regular communication
• Maintaining service standards
• Loyalty incentives

Question 25

What is the goal of Advocacy in CSC?

Answer 25

Encouraging satisfied customers to leave reviews and refer others

Question 26

In B2B, what is a common method to establish Awareness?

Answer 26

Thought leadership content

Question 27

What is the emphasis in B2C Awareness strategies?

Answer 27

Immediate and emotionally engaging methods

Question 28

How do NFPs build trust during the Consideration stage?

Answer 28

Transparency and meaningful engagement

Question 29

What is a primary focus of the 'Retention' stage in B2B?

Answer 29

Relationship management

Question 30

What exemplifies effective customer Advocacy in B2B?

Answer 30

Client testimonials and case study collaborations

Question 31

Fill in the blank: In the B2C purchase process, the focus is on a _______ experience.

Answer 31

seamless

Question 32

What is a key characteristic of the Retention strategies in B2C?

Answer 32

Loyalty programmes

Question 33

What role does storytelling play in NFP Awareness campaigns?

Answer 33

Amplifies reach and engages a wider audience

Question 34

What is a common strategy in CSCs for maintaining customer engagement?

Answer 34

Personalised discounts

Question 35

What is Mind?

Answer 35

A mental health charity sharing personal stories to inspire support for their cause ## Footnote Mind uses social media and its website to promote empathy and fundraising.

Question 36

How does Peloton turn satisfied members into advocates?

Answer 36

By creating a strong sense of community and celebrating user achievements ## Footnote Through leaderboard shout-outs, member spotlights, and user-generated content.

Question 37

What is a customer journey map?

Answer 37

A visual representation of the customer's experience as they interact with your organisation to achieve specific goals.

Question 38

What are the two states represented in customer journey mapping?

Answer 38

* Current state * Future state

Question 39

What is the purpose of high-level concept maps?

Answer 39

To outline key stages of the journey with minimal detail for communicating overarching themes to senior leadership.

Question 40

What do detailed touchpoint maps provide?

Answer 40

A granular view of every interaction and channel available to customers.

Question 41

What are touchpoints?

Answer 41

Any interaction or point of contact between a customer and your organisation throughout the customer journey.

Question 42

Name three types of touchpoints.

Answer 42

* Physical * Digital * Customer service

Question 43

Why are touchpoints important?

Answer 43

* Comprehensive understanding of customer experience * Identify pain points and opportunities for improvement * Optimise customer engagement * Strategic resource allocation * Support cross-functional collaboration * Measure and improve performance

Question 44

What does touchpoint mapping help identify?

Answer 44

Friction points where customers face obstacles or have unsatisfactory experiences.

Question 45

How can organisations use touchpoints for strategic resource allocation?

Answer 45

By pinpointing critical touchpoints that influence customer decisions to prioritize resources and investments.

Question 46

What is a key trend in customer journey maps?

Answer 46

Chronological representations of the journey, segmented into stages.

Question 47

What example is provided for a customer journey map in the text?

Answer 47

Rail Europe

Question 48

List the six stages in the Rail Europe journey map.

Answer 48

* Research and planning * Shopping * Booking * Pre-travel * Travel * Post-travel

Question 49

What does the Wealth Management journey map illustrate?

Answer 49

The customer’s journey through five stages regarding financial services.

Question 50

List the five stages in the Wealth Management journey map.

Answer 50

* Research * Evaluate and compare * Commit * Use and monitor * Refine and review

Question 51

What opportunities for improvement are identified in Wealth Management?

Answer 51

Offering clearer financial education, pre-populated forms, and simplified account management tools.