Exam 8: Customer Relationship Management CRM

Taquan recently purchased a GE microwave oven using a $50 rebate offer.He filled out the rebate certificate and sent it to an address provided by GE.The rebate certificate contained Taquan's full name,his phone number,his address,and some purchase information.Taquan has most likely become part of which of GE's lists?

Which of the following refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers?

The guest at a Marriott hotel stepped in a mud puddle on his way into the hotel.His shoes were drenched,and he had planned to wear them to an important sales presentation in an hour.The hotel concierge saw the guest's unhappy face and asked if he could help.After learning of the problem,the concierge called a nearby shoe store and had a new pair sent over.Why was the concierge able to handle the situation in a matter that created customer satisfaction?

Hudson's Bay Company in Canada operates The Bay,Zellers,Home Outfitters,and hbc.com.At each of its stores and its website,it gives HBC Rewards that enable members to earn points,which can be redeemed in the HBC Rewards catalogue for various items,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.To use the system,customers have to provide their HBC card number. -Refer to Hudson's Bay Company.This reward program enables Hudson's Bay to engage in which type of interactions with its customers?

When viewed as an interaction between the organization and the customer,a transaction can produce all of the following customer data EXCEPT which of the following?

RFM analysis is used to delete unnecessary or duplicated data.

When Amazon.com asks visitors to its site to create wish lists and then invites them to send the lists to people who may be planning to buy them a present soon,it is relying on Web-based interactions to help it learn about its customers.

What could a catalogue retailer use to determine that customers who change residences are three times as likely as customers who have not moved to buy tables,fax machines,and decorative products but no more likely to buy jewellery or footwear?

You have decided your business should adopt a CRM marketing approach.You have invested in computer software that captures customer data such as name,address,age,education,and lifestyle characteristics.Now you find many customers are reluctant to provide you with such information.What are the general consumer concerns regarding this issue,and how could you address these concerns?

Hudson's Bay Company in Canada operates The Bay,Zellers,Home Outfitters,and hbc.com.At each of its stores and its website,it gives HBC Rewards that enable members to earn points,which can be redeemed in the HBC Rewards catalogue for various items,including travel,leisure and entertainment items,Air Miles reward miles,or Bay and Zellers gift certificates.To use the system,customers have to provide their HBC card number. -Refer to Hudson's Bay Company.Which of the following provides the most likely reason that Hudson's Bay Company implemented this reward program?

The executive vice president of Hudson's Bay Company in Canada (a major retail chain)said in an interview,"We have to be able to offer customers what they want when they want it.We need better insight into their spending-we have gaps in knowledge of how customers spend." Which type of interactions would provide the retail chain the best opportunity for learning about its customers?

Which type of list generally includes names and addresses gleaned from directories or membership rosters?

Channel interactions are the relationships a manufacturer has with its distributors.

In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line.Created to assist struggling cooks preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is now known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions between October and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1985,one of the first consumer websites,complete with turkey preparation tips and favourite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not only at the holidays,but also all year long.Butterball has maintained a prominent position on people's holiday tables,a position it is likely to hold for many years to come. -Refer to Butterball Turkey.By having the customers and company representatives exchange information,and by developing learning relationships between the company and its customers,what was Butterball establishing?

Which of the following is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization?

Data enhancement is the addition of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of those customers or prospects.

In a show of fan appreciation,the San Diego Chargers gave 5,000 Chargers season ticket holders a customized digital gift card in the form of a CD to redeem at the Chargers' online team store during the upcoming season.The card is a mini CD that fits into a computer's CD-ROM drive.Fans will access the card's offerings by using a provided password that takes them to the Chargers' website where they can apply for a 10 percent discount for purchases made on the site.The card also features a brief collection of video highlights as well as links to different areas of the Chargers' website.What is the NFL team's goal?

An organization wants to identify its best customers.What data-mining techniques can it use if all of its customer information is stored in a database?

Which type of interactions occur when customers buy products in a store?

Refer to Recreational Equipment,Inc.(REI)is a large retailer that specializes in outdoor gear like tents,mountain climbing equipment,mountain bikes and outdoor clothing.They have stores all across North America and are always looking for new locations to open more stores.Recreational Equipment,Inc.(REI)collects a vast amount of data through its website,direct mailings,and retail stores. -Refer to Recreational Equipment,Inc.(REI).When REI considers new store locations,it examines order data to find places with high concentrations of customers buying online and through the company's catalogues.What is REI using to identify potential store locations?