Final exam — Customer Retention — Fluent Collective Courses

Ten questions, seven to pass. This tests whether the course's key ideas actually stuck — not trivia, the concepts that matter. Pass and you bank 100 XP.

1. A store gains 120 customers a month and loses 100. What is the real problem?

They need more advertising They are paying acquisition cost to replace almost everyone 120 new customers a month is too slow Their prices are too low

2. What is ‘The Onboarding Window’?

The month before a big sale The first seven days after purchase The time it takes to set up email software A discount period for new customers

3. Which of these is the correct lifetime value calculation?

Average order × purchases per year × years they stay Total revenue divided by total customers ever Average order value plus your monthly ad spend Monthly revenue times twelve, divided by products sold

4. A new buyer gets one email: "Thanks! Here is 20% off your next order." Why is this weak onboarding?

20% is not generous enough for a first order It wastes the Onboarding Window on a coupon It should have been sent a week later The email is too short

5. What is the correct order of the 30/60/90 Ladder?

Offer first, then nudge, then reason last Reason first, then offer, then nudge last Nudge at 30 days, reason at 60, real offer at 90 All three messages at once, together on day 90

6. Why escalate the ladder instead of leading with the discount?

Discounts do not work on dormant customers Most dormant customers only need a reminder Email tools cannot send discounts early Customers prefer getting three emails

7. A loyalty program has six tiers with complex point math, and nobody uses it. What is the fix?

Add more tiers Three simple tiers, one visible perk each Make the points expire faster Hide the program until checkout

8. What makes a surprise effective as a loyalty mechanic?

It is advertised in advance so customers look forward to it It is unexpected, cheap, and personal — predictable rewards create entitlement It costs at least $25 per customer It is the same for every customer

9. What is the Save Play?

A pop-up discount shown to every visitor A personal, last-ditch offer with a real concession A loyalty tier that rewards long-term customers with points An automated email sent a year after purchase

10. When is the right moment to ask a customer for a referral?

In every email footer, always At a win moment Only during the holidays Right before they cancel

Final exam: Customer Retention