Exam 18: Customer Relationship Management CRM

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

What is the point at which a customer and a company representative exchange information and develop learning relationships?

In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line.Created to assist struggling chefs with 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 known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,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 just at the holidays,but all year long. -Refer to Butterball Turkey.As more struggling chefs needed the information provided by the Butterball Turkey Talk-Line,Butterball added more employees.When many consumers expressed an inability to tell when the turkey was done,Butterball developed a pop-up signal that made it easy to tell when the turkey was cooked to perfection.When customers wanted more low-fat meat products,Butterball produced turkey luncheon meats and sausage.Butterball is definitely which of the following?

In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line.Created to assist struggling chefs with 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 known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,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 just at the holidays,but all year long. -Refer to Butterball Turkey.To centralize and share the vast amount of customer information that its staff gathered through its years of interaction with customers,what would Butterball use?

Which of the following transforms customer data into customer information that a firm can use to make managerial decisions such as,"Who are our best customers and what actions can we take to keep them?"

The executive vice-president of Hudson's Bay Company,the major retailer,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?

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy."

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? How could you address these concerns?

How can the success of CRM be directly measured?

Once a credit card is swiped,the retailer captures information about the product being purchased and information about the customer's credit history.

Les Ailes de la Mode is a Quebec retail store that promotes the highest quality customer service.The company has established itself not only as a top retailer in the province,but also as a credit card and point program company,a cataloger,and even a publisher.It gathers customer information for its credit cards and point program through catalogue orders,and through subscriptions to its publications. -Refer to Les Ailes de la Mode.What has Les Ailes de la Mode created?

Which of the following techniques used to analyze marketing databases considers whether a customer has made a purchase in the last 90 days as well as how often that customer makes a purchase?

To initiate the CRM cycle,what must a company first do?

How should an organization view all transactions?

As a predictive tool,data mining has limited utility.

RFM analysis is used to delete unnecessary or duplicated data.

A catalogue retailer that sells fleece-lined outerwear knows its target market includes people who work outdoors year-round as well as people who engage in winter sports.The catalogue retailer could mail personalized catalogues to prospects who were subscribers to a journal for people actively involved in the lumber industry.In this way,the catalogue retailer could use one-to-one marketing to do which of the following?

For a CRM system to be effective,customer information must be stored in a data mine.

What would an on-line retailer use to discover that customers who purchase flannel sheets also had a high probability of purchasing all-natural Christmas wreaths if the opportunity were made available?

As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Canadian Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?" -Refer to Blood Services.Where is the information about past donors stored?