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Why is the verb in line 15 “providing” in the gerund form?

Ano: 2024
Banca: Fundação Universidade Empresa de Tecnologia e Ciências - FUNDATEC
Prova: FUNDATEC - Prefeitura de Vila Maria - Professor de Ensino Fundamental Anos Finais - Área: Língua inglesa - 2024

What is customer experience management?


  1. Customer experience management, often called CXM or CEM, is a system of marketing
  2. strategies and technologies that focus on customer engagement, satisfaction, and experience. A
  3. CXM mindset prioritizes the orchestration and personalization of the entire end-to-end customer
  4. experience and helps to do it at scale, on any channel, in real-time. CXM is often confused with
  5. customer relationship management, or CRM, due to the similarity that they have in some basic
  6. functionality. While there is some overlap, CXM isn’t a mere renaming of traditional CRM.
  7. Where CRM mostly deals with optimizing the internal processes of a business, CXM offers an
  8. even more customer-centric approach in several ways—with new technologies, as well as
  9. processes, strategies, and design. CXM differs from traditional CRM in the technology itself: while
  10. CRMs gather data through manual or batch entry, a true CXM will enable a real-time flow of data
  11. to offer deeper insights into customer preferences and behavior. A company that wants to
  12. become more customer-centric uses CXM to put processes in place to track, oversee, and plan
  13. interactions and engagements with customers.
  14. Customer experience management helps to achieve a deeper understanding of customers by
  15. providing an enhanced view of customer behaviors and preferences and allowing companies to
  16. build personalized experiences. It drives loyalty and retention by delivering seamless customer
  17. journeys and cultivating deeper, lasting relationships with customers through intelligent service,
  18. product recommendations, and loyalty incentives. It maintains a competitive edge by increasing
  19. the win rate of offers and lowering service costs. It measures the success of initiatives by
  20. gathering and interpreting much larger volumes of data, which helps to make more informed,
  21. customer-centric business decisions.
  22. Effective customer experience management is more than just good optics or good PR. By
  23. centralizing your customers’ experiences and making technology feel more human, you create
  24. win-win scenarios for you and your customers. Customer experience ______ (become) a critical
  25. differentiator for all kinds of businesses in the competitive, hyperconnected global marketplace.
  26. While the result for a business might be seen in lead generation, conversions, or long-term brand
  27. loyalty, the customer also comes out a winner with rich, personalized experiences, increased
  28. satisfaction, and a rewarding relationship with the brand.


(Available at: www.dynamics.microsoft.com/en-us/marketing/what-is-customer-experience-management-cxm/ – text specially adapted for this test).


Why is the verb in line 15 “providing” in the gerund form?

A

It is in a continuous tense structure.

B

It is following a preposition.

C

It is acting as an adjective.

D

It is the subject of the sentence.

E

It is following the verb “understand”, which is always followed by a gerund form.

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