Certified Supply Chain Professional (CSCP) Practice Exam

What is the focus of the maturity stage in CRM?

1. Attracting new customers only

2. Switching competing customers to your products

3. Managing product development

4. Reducing overall marketing costs

The correct answer is: Switching competing customers to your products

The maturity stage in Customer Relationship Management (CRM) focuses on maintaining and enhancing relationships with existing customers while also working to attract customers from competitors. During this stage, organizations leverage their established customer base and seek to convert customers who are currently loyal to competing brands. This is achieved through targeted marketing strategies, improved customer service, and personalized experiences that highlight the unique benefits of their products or services. The emphasis on switching competing customers is critical in this phase because it helps the organization sustain its growth and profitability as the market becomes saturated. It is not just about attracting new customers, as the organization also focuses on retaining existing ones and ensuring their loyalty. This stage also contrasts with contexts where merely reducing overall marketing costs would be insufficient to drive growth, or where managing product development would be more relevant in earlier phases of the product lifecycle. Therefore, the primary objective is intricately tied to competing effectively for existing market share and improving the customer experience.