ICRM PART 1 ACTUAL EXAM PAPER
2026 QUESTIONS WITH ANSWERS
GRADED A+
◍ Capturing, storing, and analyzing customer information.
Answer: How is CRM enabled
◍ - Reduces CRM effectiveness- May create a negative relationship where a
positive relationship existed.
Answer: Unsuccessful Privacy strategy execution:
◍ build trust by learning and exceeding the expectations.
Answer: CRM as a partial solution to solving privacy problems
◍ 1. Big data as a driver in customer relationship performance 2. Profound
impact of regulation3. Data privacy as a proactive retail strategy.
Answer: 3 emergent themes on data privacy in retail
◍ "Quid pro quo".
Answer: Touch point activity
◍ acceptable use.
Answer: policy that talks about the expected and accepted behavior of users
on company systems, phone, computer, internet, etc. and penalty for
violations
◍ - offensive or inappropriate mail- Virus, spyware concerns- Spamming,
phishing (emails from people trying to pose as big known companies to get
personal info).
Answer: Unsolicited E-mails
◍ access.
Answer: right, opportunity, means of finding, using or retrieving
, information
◍ - current customer - non-customer.
Answer: Unsolicited text, telemarketing calls
◍ access control.
Answer: process by which users are identified and granted certain privileges
to information, systems or resources
◍ - What information is captured? How and where?- How is the information
maintained within the organization? - Who has access to the information?-
How is the information being used? By whom? For what purpose- Is the
organization compliant with current, pending, and planned regulations for
all of the previously mentioned areas?.
Answer: Conflict between supporting an organization's need for CRM
efforts and adhering to privacy laws and customer expectations.
◍ General Data Protection Regulation (this differs from USA because the usa's
is statewide while GDPR is a unified, strict framework over all).
Answer: GDPR
◍ access control types.
Answer: physical, logical and administrative
◍ accessibility.
Answer: refers to ensuring that employees, customers, and partners can
interact with a company's services, workplace, and digital experiences
without unnecessary barriers. It encompasses the ease with which
individuals can obtain information or services from a company, as well as
the organization's openness to different ideas and needs. Overall, aims to
create an inclusive environment that welcomes all individuals.
◍ administrative.
Answer: relating to the running of a business, organization, etc.
◍ admissibility.
Answer: The condition of being admitted into evidence in a court of law
,◍ Email/telephone preference service.
Answer: DMA (direct marketing association)
◍ Do Not Call Registry (consumer protection laws, preventing unfair,
deceptive, and fraudulent business practices.).
Answer: FTC (Federal trade commission)
◍ admissibility of evidence.
Answer: Criteria for evidence to be accepted in court.
◍ applications.
Answer: Computer programs with a user interface
◍ archiving.
Answer: To save or transfer data to a storage device or folder for the
purpose of saving space or organizing the data.
◍ audit.
Answer: to check the accuracy of financial accounts and records
◍ opt-in (e.g., I must check the box to receive promo) vs. opt-out(e.g.,
pre-checked box that I need to uncheck if do not want promo).
Answer: Understand...
◍ authentication.
Answer: verifying the identity of the person or device attempting to access
the system
◍ 1. Be compliant with current and pending legislation2. Understand and meet
or exceed customer and prospect privacy and ethics expectations → be a
good steward of customer data while offering sufficient value of sharing
data!3. Audit opt-in, opt-out, and double opt-in practices.4. Create internal
awareness and support internal education on privacy.5. Leverage data
analytics and AI to extract insights without violating regulations (e.g., data
anonymization, data minimization, and data masking)6. Incorporate
transparency and control in the data privacy practice.
Answer: What the organization can do (regarding consumer privacy)
, ◍ Regulator, company, consumer.
Answer: Three key stakeholders in customer data privacy:
◍ As the group works independently to create the best CRM measurement
system the world has ever seen, the rest of the company marches on..
Answer: Off in a corner
◍ If the boardroom does not see CRM measurement as important, the rest of
the organization will fail to support it over the long term..
Answer: Lack of leadership and support
◍ authenticity.
Answer: the record is what it appears to be; original
◍ The business needs timely information to act upon. However, by the time
information is circulated through the organization to the people that will
actually do something, it is often old and outdated..
Answer: Stale as 7 day old bread
◍ auto-classification.
Answer: the "process of using electronic systems to encode rules and apply
them to records in order to categorize and sort them
◍ There are so many dashboards within a company not everyone knows how
to read and interpret them. Companies must make sure that each dashboard
has a purpose, has a review process, and is acted upon before effort is
expended to create it.
Answer: Death by 1000 dashboards
◍ The organization fails to measure and compare against other companies
when evaluating its CRM metrics..
Answer: Failure to benchmark
◍ It's not enough just to have a good CRM measurement and action plan. The
organization must be prepared to change processes to leverage the benefits
of a CRM measurement program..
Answer: Culture of inertia
2026 QUESTIONS WITH ANSWERS
GRADED A+
◍ Capturing, storing, and analyzing customer information.
Answer: How is CRM enabled
◍ - Reduces CRM effectiveness- May create a negative relationship where a
positive relationship existed.
Answer: Unsuccessful Privacy strategy execution:
◍ build trust by learning and exceeding the expectations.
Answer: CRM as a partial solution to solving privacy problems
◍ 1. Big data as a driver in customer relationship performance 2. Profound
impact of regulation3. Data privacy as a proactive retail strategy.
Answer: 3 emergent themes on data privacy in retail
◍ "Quid pro quo".
Answer: Touch point activity
◍ acceptable use.
Answer: policy that talks about the expected and accepted behavior of users
on company systems, phone, computer, internet, etc. and penalty for
violations
◍ - offensive or inappropriate mail- Virus, spyware concerns- Spamming,
phishing (emails from people trying to pose as big known companies to get
personal info).
Answer: Unsolicited E-mails
◍ access.
Answer: right, opportunity, means of finding, using or retrieving
, information
◍ - current customer - non-customer.
Answer: Unsolicited text, telemarketing calls
◍ access control.
Answer: process by which users are identified and granted certain privileges
to information, systems or resources
◍ - What information is captured? How and where?- How is the information
maintained within the organization? - Who has access to the information?-
How is the information being used? By whom? For what purpose- Is the
organization compliant with current, pending, and planned regulations for
all of the previously mentioned areas?.
Answer: Conflict between supporting an organization's need for CRM
efforts and adhering to privacy laws and customer expectations.
◍ General Data Protection Regulation (this differs from USA because the usa's
is statewide while GDPR is a unified, strict framework over all).
Answer: GDPR
◍ access control types.
Answer: physical, logical and administrative
◍ accessibility.
Answer: refers to ensuring that employees, customers, and partners can
interact with a company's services, workplace, and digital experiences
without unnecessary barriers. It encompasses the ease with which
individuals can obtain information or services from a company, as well as
the organization's openness to different ideas and needs. Overall, aims to
create an inclusive environment that welcomes all individuals.
◍ administrative.
Answer: relating to the running of a business, organization, etc.
◍ admissibility.
Answer: The condition of being admitted into evidence in a court of law
,◍ Email/telephone preference service.
Answer: DMA (direct marketing association)
◍ Do Not Call Registry (consumer protection laws, preventing unfair,
deceptive, and fraudulent business practices.).
Answer: FTC (Federal trade commission)
◍ admissibility of evidence.
Answer: Criteria for evidence to be accepted in court.
◍ applications.
Answer: Computer programs with a user interface
◍ archiving.
Answer: To save or transfer data to a storage device or folder for the
purpose of saving space or organizing the data.
◍ audit.
Answer: to check the accuracy of financial accounts and records
◍ opt-in (e.g., I must check the box to receive promo) vs. opt-out(e.g.,
pre-checked box that I need to uncheck if do not want promo).
Answer: Understand...
◍ authentication.
Answer: verifying the identity of the person or device attempting to access
the system
◍ 1. Be compliant with current and pending legislation2. Understand and meet
or exceed customer and prospect privacy and ethics expectations → be a
good steward of customer data while offering sufficient value of sharing
data!3. Audit opt-in, opt-out, and double opt-in practices.4. Create internal
awareness and support internal education on privacy.5. Leverage data
analytics and AI to extract insights without violating regulations (e.g., data
anonymization, data minimization, and data masking)6. Incorporate
transparency and control in the data privacy practice.
Answer: What the organization can do (regarding consumer privacy)
, ◍ Regulator, company, consumer.
Answer: Three key stakeholders in customer data privacy:
◍ As the group works independently to create the best CRM measurement
system the world has ever seen, the rest of the company marches on..
Answer: Off in a corner
◍ If the boardroom does not see CRM measurement as important, the rest of
the organization will fail to support it over the long term..
Answer: Lack of leadership and support
◍ authenticity.
Answer: the record is what it appears to be; original
◍ The business needs timely information to act upon. However, by the time
information is circulated through the organization to the people that will
actually do something, it is often old and outdated..
Answer: Stale as 7 day old bread
◍ auto-classification.
Answer: the "process of using electronic systems to encode rules and apply
them to records in order to categorize and sort them
◍ There are so many dashboards within a company not everyone knows how
to read and interpret them. Companies must make sure that each dashboard
has a purpose, has a review process, and is acted upon before effort is
expended to create it.
Answer: Death by 1000 dashboards
◍ The organization fails to measure and compare against other companies
when evaluating its CRM metrics..
Answer: Failure to benchmark
◍ It's not enough just to have a good CRM measurement and action plan. The
organization must be prepared to change processes to leverage the benefits
of a CRM measurement program..
Answer: Culture of inertia
