Question 1

Advantages related to CRM that mid- to small-size organizations have over larger organizations include all of the following except

Accepted Answer

A) Smaller size means fewer areas to control 
B) Technology economies of scale 
C) Lesser number of employees lessens training period 
D) Less chance of disparate systems 
E) Deeper levels of CRM expertise 
A) Smaller size means fewer areas to control 
B) Technology economies of scale 
C) Lesser number of employees lessens training period 
D) Less chance of disparate systems 
E) Deeper levels of CRM expertise

Question 2

A McKinsey research study found that the organization is a critical and often overlooked factor in driving CRM

Accepted Answer

A) True 
 B)False

Question 3

From the following list of possible organizational structures, the one most conducive to inhibiting CRM in a B2C environment is

Accepted Answer

A) Matrix 
B) Account Management 
C) Geographical 
D) Industry Category 
E) By customer 
A) Matrix 
B) Account Management 
C) Geographical 
D) Industry Category 
E) By customer

Question 4

Oak-Lawn Marketing in Japan found that the following strategy helped them build and sustain profitable relationships with their customers:

Accepted Answer

A) Gave each employee the products they sell for their own use at home 
B) Created a lucrative incentive program 
C) Created teams and gave teams with the highest overall customer satisfaction rating a financial reward 
D) Provided CRM training to their employees on company time 
E) Have found no practical CRM strategy methods due to their customer cultural environment 
A) Gave each employee the products they sell for their own use at home 
B) Created a lucrative incentive program 
C) Created teams and gave teams with the highest overall customer satisfaction rating a financial reward 
D) Provided CRM training to their employees on company time 
E) Have found no practical CRM strategy methods due to their customer cultural environment

Question 5

A company's value chain has little effect on the company's CRM strategy.

Accepted Answer

A) True 
 B)False

Question 6

CRM efforts are most successful when all technology functions within the organization are integrated.

Accepted Answer

A) True 
 B)False

Question 7

According to a survey conducted by on-line resource center CRM Forum, when asked what went wrong with their CRM projects, ____ pinned the failure of their CRM programs on the lack of adequate change management.

Accepted Answer

A) 0.33 
B) 0.5 
C) 0.99 
D) 0.05 
E) 0.87 
A) 0.33 
B) 0.5 
C) 0.99 
D) 0.05 
E) 0.87

Question 8

Hitachi found that in Japan many CRM projects failed due to

Accepted Answer

A) Inadequate technology solutions 
B) Organizational and operational barriers between customer contact points and marketers 
C) Lack of financial investments 
D) Poorly trained employees 
E) Operational barriers between CRM enablers and CRM users 
A) Inadequate technology solutions 
B) Organizational and operational barriers between customer contact points and marketers 
C) Lack of financial investments 
D) Poorly trained employees 
E) Operational barriers between CRM enablers and CRM users

Question 9

When attempting to introduce CRM to SBUs who happen to be in direct competition with each other for the same customers, it is best for the Corporation to

Accepted Answer

A) Implement CRM with the SBU that has the most profit potential 
B) Phase the CRM initiative into one SBU first and the second later 
C) Combine the two SBUs into one SBU 
D) Induce cooperation between the two SBUs 
E) Do nothing from a corporate standpoint and let the SBUs determine how to implement the CRM solutions 
A) Implement CRM with the SBU that has the most profit potential 
B) Phase the CRM initiative into one SBU first and the second later 
C) Combine the two SBUs into one SBU 
D) Induce cooperation between the two SBUs 
E) Do nothing from a corporate standpoint and let the SBUs determine how to implement the CRM solutions

Question 10

A functionally structured company is optimal for CRM.

Accepted Answer

A) True 
 B)False

Question 11

Customer centricity implies that all customer information is____ as possible.

Accepted Answer

A) Complete and accurate 
B) Measurable, accurate and up-to-date 
C) Complete, up-to-date and accurate 
D) Up-to-date 
E) Complete and measurable 
A) Complete and accurate 
B) Measurable, accurate and up-to-date 
C) Complete, up-to-date and accurate 
D) Up-to-date 
E) Complete and measurable

Question 12

It is important to ________ throughout the organization before formulating a specific strategy.

Accepted Answer

A) Implement CRM technology 
B) Conduct CRM guidelines 
C) Change the business model 
D) Communicate the potential adoption of a CRM methodology 
E) Implement the CRM methodology 
A) Implement CRM technology 
B) Conduct CRM guidelines 
C) Change the business model 
D) Communicate the potential adoption of a CRM methodology 
E) Implement the CRM methodology

Question 13

Culture characteristics that may lead to a suboptimal CRM initiative include all of the following except

Accepted Answer

A) Executive leadership with little customer involvement 
B) Internal competitive work methodology in place 
C) Top-down decision making and information flow 
D) Production-oriented organization 
E) Flexibility in taking risks 
A) Executive leadership with little customer involvement 
B) Internal competitive work methodology in place 
C) Top-down decision making and information flow 
D) Production-oriented organization 
E) Flexibility in taking risks

Question 14

The CRM challenge with Brand Alignment Structures is the creation of a holistic view of the customer.

Accepted Answer

A) True 
 B)False

Question 15

Many organization technology environments are not compatible enough to enable CRM effectively because

Accepted Answer

A) Most of the computer hardware and software being used is from the same supplier. 
B) All software is at the same version level. 
C) There is low high technology skill level turnover. 
D) There is a variety of software and hardware platforms from the same or different suppliers. 
E) Technology solutions rarely change over time. 
A) Most of the computer hardware and software being used is from the same supplier. 
B) All software is at the same version level. 
C) There is low high technology skill level turnover. 
D) There is a variety of software and hardware platforms from the same or different suppliers. 
E) Technology solutions rarely change over time.

Question 16

A decision to not offer customer support 24/7 by a national computer retailer is a good decision because

Accepted Answer

A) It will save money by reducing staffing personnel. 
B) It does not make sense to staff when there a few calls. 
C) They had a shortage of knowledgeable personnel. 
D) None of their competitors offer 24/7. 
E) None of the above are good decisions if they have a substantial negative impact on the customer. 
A) It will save money by reducing staffing personnel. 
B) It does not make sense to staff when there a few calls. 
C) They had a shortage of knowledgeable personnel. 
D) None of their competitors offer 24/7. 
E) None of the above are good decisions if they have a substantial negative impact on the customer.

Question 17

Account teams usually rely on CRM enabling software such as Seibel or
 salesforce.com to support their CRM efforts.

Accepted Answer

A) True 
 B)False

Question 18

The larger the organization, the better chance that a CRM initiative will be successful.

Accepted Answer

A) True 
 B)False

Question 19

The best approach to developing the optimal CRM process is to work backward from the customer's perspective.

Accepted Answer

A) True 
 B)False

Question 20

Soft standards can enable CRM because they

Accepted Answer

A) Specify exactly what to do with the customer and leave no room for mistakes 
B) Are easy to implement 
C) Are the same for every customer so it makes it easier to serve the customer 
D) Can be followed by each employee with little training 
E) Provide a baseline for standards and room to adjust based on customer needs 
A) Specify exactly what to do with the customer and leave no room for mistakes 
B) Are easy to implement 
C) Are the same for every customer so it makes it easier to serve the customer 
D) Can be followed by each employee with little training 
E) Provide a baseline for standards and room to adjust based on customer needs

Advantages related to CRM that mid- to small-size organizations have over larger organizations include all of the following except

A McKinsey research study found that the organization is a critical and often overlooked factor in driving CRM

From the following list of possible organizational structures, the one most conducive to inhibiting CRM in a B2C environment is

Oak-Lawn Marketing in Japan found that the following strategy helped them build and sustain profitable relationships with their customers:

A company's value chain has little effect on the company's CRM strategy.

CRM efforts are most successful when all technology functions within the organization are integrated.

According to a survey conducted by on-line resource center CRM Forum, when asked what went wrong with their CRM projects, ____ pinned the failure of their CRM programs on the lack of adequate change management.

Hitachi found that in Japan many CRM projects failed due to

When attempting to introduce CRM to SBUs who happen to be in direct competition with each other for the same customers, it is best for the Corporation to

A functionally structured company is optimal for CRM.

Customer centricity implies that all customer information is____ as possible.

It is important to ________ throughout the organization before formulating a specific strategy.

Culture characteristics that may lead to a suboptimal CRM initiative include all of the following except

The CRM challenge with Brand Alignment Structures is the creation of a holistic view of the customer.

Many organization technology environments are not compatible enough to enable CRM effectively because

A decision to not offer customer support 24/7 by a national computer retailer is a good decision because

Account teams usually rely on CRM enabling software such as Seibel or salesforce.com to support their CRM efforts.

The larger the organization, the better chance that a CRM initiative will be successful.

The best approach to developing the optimal CRM process is to work backward from the customer's perspective.

Soft standards can enable CRM because they

Introduction to Customer Relationship Management

The History and Development of CRM

Relationship Marketing and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters

Exam 4: Organization and CRM

Advantages related to CRM that mid- to small-size organizations have over larger organizations include all of the following except

A McKinsey research study found that the organization is a critical and often overlooked factor in driving CRM

From the following list of possible organizational structures, the one most conducive to inhibiting CRM in a B2C environment is

Oak-Lawn Marketing in Japan found that the following strategy helped them build and sustain profitable relationships with their customers:

A company's value chain has little effect on the company's CRM strategy.

CRM efforts are most successful when all technology functions within the organization are integrated.

According to a survey conducted by on-line resource center CRM Forum, when asked what went wrong with their CRM projects, ____ pinned the failure of their CRM programs on the lack of adequate change management.

Hitachi found that in Japan many CRM projects failed due to

When attempting to introduce CRM to SBUs who happen to be in direct competition with each other for the same customers, it is best for the Corporation to

A functionally structured company is optimal for CRM.

Customer centricity implies that all customer information is____ as possible.

It is important to ________ throughout the organization before formulating a specific strategy.

Culture characteristics that may lead to a suboptimal CRM initiative include all of the following except

The CRM challenge with Brand Alignment Structures is the creation of a holistic view of the customer.

Many organization technology environments are not compatible enough to enable CRM effectively because

A decision to not offer customer support 24/7 by a national computer retailer is a good decision because

Account teams usually rely on CRM enabling software such as Seibel or salesforce.com to support their CRM efforts.

The larger the organization, the better chance that a CRM initiative will be successful.

The best approach to developing the optimal CRM process is to work backward from the customer's perspective.

Soft standards can enable CRM because they

Introduction to Customer Relationship Management

The History and Development of CRM

Relationship Marketing and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Business-To-Business CRM

Understanding the Customercompany Profit Chain: Satisfaction, Loyalty, Retention, and Profits

The CRM Strategy Cycle: Acquisition, Retention

Privacy and Ethics Considerations

CRM Program Measurement and Tools

Social Networking and CRM

CRM Trends, Challenges, and Opportunities

Filters