Deck 9: Customer Relationship Management

Question 1

The planning phase of CRM adoption and implementation will address ________:

A) needs analysis
B) software selection
C) project responsibilities
D) project timelines
E) all of the above

Answer 1

all of the above

Question 2

Customer Relationship Management (CRM) is the use of technologies to establish, develop and ________ relationships with customers.

A) start
B) limit
C) optimize
D) end
E) maintain

Answer 2

optimize

Question 3

There are many steps within a CRM process. Which of the following is a step in the CRM process?

A) data capture
B) data analysis
C) strategic decision making
D) implementation
E) all of the above

Answer 3

all of the above

Question 4

_____ are programs that can search the web and find relevant information for a user.

A) log files
B) web bugs
C) cookies
D) click-streams
E) web analytics

Question 5

A program designed to assist users on the web to carry out tasks such as searching for information or automating tasks is known as:

A) log files.
B) permission marketing.
C) intelligent agents.
D) click-stream analysis.
E) data mining

Question 6

Intelligent agents are also called _____.

A) spies
B) artificial intelligents
C) web bots
D) web browsers
E) cookies

Question 7

The CRM process includes:

A) data analysis and accounting.
B) encryption and data capture.
C) data capture and strategic decision-making.
D) accounting and encryption.
E) financial statement analysis.

Question 8

Customer relationship management strategies may attempt to find answers to the following question:

A) What customers are most profitable?
B) Where should the next sales strategy be targeted?
C) Which method of advertising is most effective?
D) What means of distribution is most successful?
E) all of the above

Question 9

In describing technologies the following is a true statement:

A) CRM and business intelligence are different technologies.
B) CRM and business intelligence have similar objectives.
C) The scope of business intelligence is generally greater than CRM.
D) Social CRM improves customer "self-service".
E) all of the above

Question 10

When implementing a CRM project it is important to consider the following:

A) political concerns
B) cultural concerns
C) technological concerns
D) ethical concerns
E) all of the above

Question 11

CRM is used by companies that want to:

A) track customers through their site.
B) design marketing campaigns.
C) re-design the website.
D) improve customer service.
E) all of the above

Question 12

What is most important about CRM data?

A) gathering large volumes of data
B) comparing data to other companies
C) integrating data throughout the firm for analysis
D) giving many users access to the data
E) not mixing internal data with external data

Question 13

Which of the following is a step in the CRM process cycle?

A) touch points
B) process redesign
C) business intelligence
D) ERP integration
E) forecasting

Question 14

The primary goal of CRM is:

A) marketing
B) sales
C) service
D) personalization
E) all of the above

Question 15

_____ is the use of technologies to establish, develop, maintain, and optimize relationships with customers by focusing on the understanding of needs and desires.

A) SCM
B) CRM
C) SDM
D) BI
E) IM

Question 16

The first phase in CRM is:

A) acquire new customers.
B) enhance profitability of existing customers.
C) data capture.
D) retain existing customers.
E) issuing passwords

Question 17

Organizations often choose to send emails for marketing purposes which can result in negative reactions from recipients. However, this kind of email can be beneficial when it is:

A) funny.
B) targeted.
C) personalized.
D) blanketed.
E) automated.

Question 18

Central depositories that are used to organize, store, analyze, and report upon data for decision-making purposes are known as:

A) data marts.
B) CRM applications.
C) relational database systems.
D) data warehouses.
E) log files.

Question 19

According to the textbook, what is the last stage of a CRM implementation?

A) change implementation
B) analysis
C) integration
D) education
E) planning

Question 20

The key functional areas of focus for CRM are:

A) marketing, sales, and service.
B) technology, business processes, and human resources.
C) intranet, extranet, and internet.
D) marketing, business processes, and service.
E) marketing, internet, and intranet.

Question 21

A call centre is one potential customer touch point that captures data during the CRM process.

Question 22

The following is an example of potential customer touch points where data capture occur during the CRM process:

A) web, customer's home, phone centre, and customer identification
B) web, call centre, point of sale, and direct mail
C) registration/warranty, wireless, and email campaigns
D) ordering, invoicing, and payment
E) ordering, payment, and delivery

Question 23

According to the textbook, data analysis is the third step of the CRM process that involves the use of CRM applications to explore the data to identify relevant customer information.

Question 24

Email campaigns, real time chat, Voice over Internet Protocol (VoIP), intelligence agents, and email management are examples of:

A) customer service campaigns.
B) online marketing campaigns.
C) company's promotion of products.
D) system integration and implementation.
E) CRM final product.

Question 25

When attempting to implement a CRM project, political and cultural issues are major concerns of most companies.

Question 26

An automotive dealership devised a low-cost campaign offering coupons for free oil changes by creating a Facebook application using a Microsoft cloud toolkit. This development approach is a good example of:

A) targeted email
B) cross-selling
C) up-selling
D) software-as-a-service
E) platform-as-a-service

Question 27

Customer intelligence involves the use of CRM applications to explore the data to identify relevant customer information.

Question 28

Up-selling is the process of encouraging customers to purchase higher-priced products or services.

Question 29

Customer Relationship Management (CRM) technologies allow customer information to be gathered through a single point.

Question 30

Process redesign sets the stage for the remainder of the CRM implementation.

Question 31

_____ is the use of social media in deploying Customer Relationship Management.

A) Emarketing
B) Customer-centric approach
C) Targeted online marketing
D) Social CRM
E) Banner ads

Question 32

The overall goal of any CRM implementation is:

A) to improve upon customer relationships by providing better service, improved sales efforts, and reduced marketing costs.
B) marketing planning, sales forecasting, competitor intelligence, trend analysis, and performance analysis.
C) increase efficiency, improving customer interaction and service, and simplifying the process for sales people.
D) developing an enhanced understanding of customer needs.
E) none of the above

Question 33

A company's management team makes decisions from information identified in the data capture stage of the CRM process.

Question 34

Ebusiness, with its need for speed in meeting the wishes of customers, has increased the demand for a supplier-centric approach to business.

Question 35

SFA (the process of simplifying sales in the field and the integration of sales activity into the corporate information structure) stands for:

A) service force association.
B) signature free automation
C) sales force automation
D) screening force automation
E) none of the above

Question 36

The process of encouraging customers to purchase complementary or additional products or services from a firm is called:

A) up-selling.
B) cross-selling.
C) customer intelligence.
D) suggestive selling.
E) impulse selling.

Question 37

What is the correct order of the CRM process?

A) data capture, data analysis, implementation, strategic decision making
B) data capture, strategic decision making, implementation, data analysis
C) data capture, data analysis, strategic decision making, implementation
D) data capture, implementation, decision making, data analysis
E) strategic decision making, data capture, data analysis, implementation

Question 38

_____ that are tied to lead-tracking software can tell when people click on a promotion and the depth of their investigation so that sales personnel have information on which prospects are most ready to buy.

A) Email
B) Real time chat
C) Intelligence agents
D) Web analytics
E) Social CRM

Question 39

Social CRM applications may include the following:

A) website design software
B) online marketing campaigns
C) enterprise resource planning
D) offline advertising
E) scheduling software

Question 40

CRM (Customer Relationship Management) and BI (Business Intelligence) are one and the same.

Question 41

Describe the benefits social CRM provides for a company.

Question 42

If a salesperson can up-sell a customer from a mid-level product to a higher-quality product, sales will increase.

Question 43

Explain what's involved in the education stage of CRM implementations.

Question 44

List the first 3 implementation stages of CRM, according to the textbook.

Question 45

What do the implementation project's technological aspects focus on once the CRM application has been installed?

Question 46

What is a data warehouse?

Question 47

As technologies converge, CRM applications are becoming offerings within what kind of application?

Question 48

CRM has become much more powerful with the increasing use of social media, such as Facebook, Twitter, and LinkedIn.

Question 49

Explain how computer telephony integration (CTI) works.

Question 50

Define Voice over Internet Protocol (VoIP).