Question 1

How did the diffusion of personal computers within companies contribute to thedevelopment of CRM?

Accepted Answer

Diffusion of PCs meant every desktop had the capability to analyze customer data. This led to company divisions having the ability to manipulate their own customer data, develop their own marketing programs, and assess their own performance.Diffusion of PCs enabled those closest to the customer to develop and assess program and campaign performance in new ways.

Question 2

-Which was not a force that drove marketers to begin focusing on customerrelationships?

Accepted Answer

A)  Technological advances in IT that enabled companies to record transaction details 
B)  Technological advances that enabled companies to enter into dialogue with customers 
C)  Direct marketing efforts that enabled companies to enter into one-on-one relationships with their customers 
D)  The creation of functional information silos enabling smooth data transfers within any organization 
E)  Writing of consultants pointing out that customer retention was the key to
Corporate profitability 
A)  Technological advances in IT that enabled companies to record transaction details 
B)  Technological advances that enabled companies to enter into dialogue with customers 
C)  Direct marketing efforts that enabled companies to enter into one-on-one relationships with their customers 
D)  The creation of functional information silos enabling smooth data transfers within any organization 
E)  Writing of consultants pointing out that customer retention was the key to
Corporate profitability D

Question 3

Some feel that CRM has its roots in marketing research. In what way(s) did marketing research help shape CRM?

Accepted Answer

Customer satisfaction studies have been carried out by marketing researchers since the 1960s. By using these satisfaction measures, others in the company were able to improve quality through the use of Total Quality Management (TQM) techniques. Thus, companies used marketing research satisfaction findings to improve their relationships with customers.

Question 4

Respond to the following observation: "IT is a tool but often in the area of CRM, IT becomes the plan."

Accepted Answer

IT and technology should not be the CRM

Question 5

What are the key lessons that practitioners have learned regarding CRM analytics to date?

Accepted Answer

First, use your current customer databas

Question 6

What are the real barriers within most companies to effectively implementing a CRM system?

Accepted Answer

The real barriers appear to be corporate

Question 7

Database construction is easiest for what types of organizations? Most difficult for what types of organizations?

Accepted Answer

Database construction is easiest for org

Question 8

What were the factors that caused CRM to appear when it did?

Accepted Answer

• The increasing number of high-quality

Question 9

Organizations can overcome the barriers to effective CRM implementation through communication. What should be communicated and to whom?

Accepted Answer

• The organization must adopt a relation

Question 10

It is often said that CRM's complexity is due to its quantity of functions. What does this mean?

Accepted Answer

CRM includes a wide variety of functions

Question 11

Jill Dyche suggests that a program management office (PMO) be formed to expedite and coordinate the development of an organization's CRM system. What are the functions of a PMO?

Accepted Answer

The function of the PMO, generally locat

Question 12

Before a CRM system is installed, a business plan should be developed, showing how CRM system features will relate to each business goal. Give examples of some typical CRM business goals.

Accepted Answer

• Increasing the profit from each custom

Question 13

Customer data integration (CDI) enables an organization to accrue knowledge about the customer in a consolidate manner; but why is a single, integrated view of the customer difficult to attain?

Accepted Answer

A number of challenges present themselve

How did the diffusion of personal computers within companies contribute to thedevelopment of CRM?

-Which was not a force that drove marketers to begin focusing on customerrelationships?

Some feel that CRM has its roots in marketing research. In what way(s) did marketing research help shape CRM?

Respond to the following observation: "IT is a tool but often in the area of CRM, IT becomes the plan."

What are the key lessons that practitioners have learned regarding CRM analytics to date?

What are the real barriers within most companies to effectively implementing a CRM system?

Database construction is easiest for what types of organizations? Most difficult for what types of organizations?

What were the factors that caused CRM to appear when it did?

Organizations can overcome the barriers to effective CRM implementation through communication. What should be communicated and to whom?

It is often said that CRM's complexity is due to its quantity of functions. What does this mean?

Jill Dyche suggests that a program management office (PMO) be formed to expedite and coordinate the development of an organization's CRM system. What are the functions of a PMO?

Before a CRM system is installed, a business plan should be developed, showing how CRM system features will relate to each business goal. Give examples of some typical CRM business goals.

Customer data integration (CDI) enables an organization to accrue knowledge about the customer in a consolidate manner; but why is a single, integrated view of the customer difficult to attain?

Principles of CRM

Relationship Marketing and Customer Relationship Management

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Sales Strategy and CRM

CRM, Technology, and Sales

Marketing Strategy and CRM

CRM, Marketing Automation, and Communication

CRM Program Measurement and Tools

Privacy and Ethics Considerations

The Future of CRM

Filters

Exam 2: History and Development of CRM

How did the diffusion of personal computers within companies contribute to thedevelopment of CRM?

-Which was not a force that drove marketers to begin focusing on customerrelationships?

Some feel that CRM has its roots in marketing research. In what way(s) did marketing research help shape CRM?

Respond to the following observation: "IT is a tool but often in the area of CRM, IT becomes the plan."

What are the key lessons that practitioners have learned regarding CRM analytics to date?

What are the real barriers within most companies to effectively implementing a CRM system?

Database construction is easiest for what types of organizations? Most difficult for what types of organizations?

What were the factors that caused CRM to appear when it did?

Organizations can overcome the barriers to effective CRM implementation through communication. What should be communicated and to whom?

It is often said that CRM's complexity is due to its quantity of functions. What does this mean?

Jill Dyche suggests that a program management office (PMO) be formed to expedite and coordinate the development of an organization's CRM system. What are the functions of a PMO?

Before a CRM system is installed, a business plan should be developed, showing how CRM system features will relate to each business goal. Give examples of some typical CRM business goals.

Customer data integration (CDI) enables an organization to accrue knowledge about the customer in a consolidate manner; but why is a single, integrated view of the customer difficult to attain?

Principles of CRM

Relationship Marketing and Customer Relationship Management

Organization and CRM

CRM and Data Management

Technology and Data Platforms

Database and Customer Data Development

Sales Strategy and CRM

CRM, Technology, and Sales

Marketing Strategy and CRM

CRM, Marketing Automation, and Communication

CRM Program Measurement and Tools

Privacy and Ethics Considerations

The Future of CRM

Filters