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CDA認證小程序

The customer lifecycle is mainly divided into three stages: acquisition, retention, and churn. Which of the following descriptions is correct?
A. The customer lifecycle has a starting point but no endpoint.
B. The acquisition stage primarily describes the quantity and quality of new customers obtained from different channels by the business.
C. The retention stage is the longest time span in the entire customer lifecycle.
D. If a customer does not trigger a specific behavior defining the retention status within a unit of time, they will be defined as a churned customer, and churned customers cannot be recovered.
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If a business uses effective recall behaviors for the churned customer group, it is still entirely possible to reactivate specific behaviors of churned customers.

正確答案是:B: The acquisition stage primarily describes the quantity and quality of new customers obtained from different channels by the business.

專業(yè)分析:

A: 這一描述不完全準確??蛻羯芷诖_實有一個起點,即客戶首次與企業(yè)互動或購買產(chǎn)品的時刻。然而,雖然理論上生命周期可以持續(xù)很長時間,但在現(xiàn)實中,客戶生命周期是有限的,因為客戶可能會在某個時刻停止使用產(chǎn)品或服務。

B: 這一描述是正確的。獲取階段主要描述的是企業(yè)通過不同渠道獲得的新客戶的數(shù)量和質(zhì)量。這一階段的目標是通過各種營銷和推廣手段吸引潛在客戶,并將他們轉(zhuǎn)化為實際客戶。

C: 這一描述不一定準確。雖然保留階段通常是客戶生命周期中最長的階段,但這并不是絕對的。不同的行業(yè)和企業(yè),客戶生命周期的各個階段可能會有不同的時間跨度。

D: 這一描述不完全正確。雖然在一定時間內(nèi)未觸發(fā)特定行為的客戶可能被定義為流失客戶,但流失客戶是可以通過各種策略進行挽回的,例如通過重新營銷、提供特別優(yōu)惠或改善客戶服務等手段。流失客戶并不意味著永遠無法恢復。

綜上所述,B選項是最準確的描述。