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Building A Customer-Centric Organization-Customer Relationship Management

This document contains 12 multiple choice questions about key concepts from Chapter 11 on customer relationship management (CRM). The questions cover topics such as the business drivers and goals of CRM, the different types of CRM (operational, analytical, personalization), and common CRM industry best practices. The questions are at varying difficulty levels and include the question, possible multiple choice answers, the correct answer, and a brief explanation or definition for each question.

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525 views3 pages

Building A Customer-Centric Organization-Customer Relationship Management

This document contains 12 multiple choice questions about key concepts from Chapter 11 on customer relationship management (CRM). The questions cover topics such as the business drivers and goals of CRM, the different types of CRM (operational, analytical, personalization), and common CRM industry best practices. The questions are at varying difficulty levels and include the question, possible multiple choice answers, the correct answer, and a brief explanation or definition for each question.

Uploaded by

vikramvsu
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as RTF, PDF, TXT or read online on Scribd
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Chapter 11 Building a Customer-centric Organization-Customer Relationship Management

Multiple Choice Questions

1. CRM allows an organization to accomplish all of the following, except: A) Provide etter c!stomer service ") Ma#e call centers more efficient C) Complicate mar#eting and sales processes $) %elp sales staff close deals faster Answer: C &evel: 'as( Page: 11) Response: CRM allows an organization to simplif( mar#eting and sales processes.

*. +hat is the top CRM !siness driver, A) -nventor( control ") -ncrease reven!es C) Competitive advantage $) A!tomation.prod!ctivit(.efficienc( Answer: $ &evel: Medi!m Page: 11/ Response: A!tomation.prod!ctivit(.efficienc( is the top CRM !siness driver.

0. +hich of the following is not one of the CRM !siness drivers, A) -nventor( control ") -ncrease reven!es C) $efine information needs and flows $) A!tomation.prod!ctivit(.efficienc( Answer: C &evel: Medi!m Page: 11/ Response: $efine information needs and flows is not a CRM !siness driver, it is a CRM s!ccess factor.

). +hat is operational CRM, A) 1!pports traditional transactional processing ") 1!pports da(2to2da( front2office operations C) 1!pports operations that deal directl( with the c!stomers $) All of the a ove Answer: $ &evel: 'as( Page: 11/ Response: 3his is the definition of operational CRM.

Haag et al., Business Driven 3echnology 1

/. +hat s!pports ac#2office operations and strategic anal(sis and incl!des all s(stems that do not deal directl( with the c!stomers, A) Anal(tical CRM ") 4perational CRM C) Personalization $) All of the a ove Answer: A &evel: 'as( Page: 11/ Response: 3his is the definition of anal(tical CRM.

5. Anal(tical CRM tools can slice2and2dice c!stomer information to create made2to2order views of: A) C!stomer val!e ") C!stomer spending C) C!stomer prod!ct affinities $) All of the a ove Answer: $ &evel: Medi!m Page: 115 Response: Anal(tical CRM tools can slice2and2dice c!stomer information to create made2to2order views of c!stomer val!e, spending, prod!ct affinities, percentile profiles, and segmentations.

6. +hat can anal(tical CRM modeling tools discover, A) -dentif( opport!nities for expanding c!stomer relationships ") -dentif( opport!nities for cross2selling C) -dentif( opport!nities for !p2selling $) All of the a ove Answer: $ &evel: Medi!m Page: 115 Response: Anal(tical CRM modeling tools can identif( opport!nities for cross2selling, !p2selling, and expanding c!stomer relationships.

7. +hat occ!rs when a +e site can #now eno!gh a o!t a person8s li#es and disli#es that it can fashion offers that are more li#el( to appeal to that person, A) 4perational CRM ") Anal(tical CRM C) Personalization $) 9one of the a ove Answer: C &evel: 'as( Page: 115 Response: 3his is the definition of personalization.

:. +hat is the first CRM ind!str( est practice, A) $efine information needs and flows ") "!ild an integrated view of the c!stomer C) Clearl( comm!nicate the CRM strateg( $) -mplement in iterations Answer: C &evel: %ard Page: 116 Response: Clearl( comm!nicate the CRM strateg( is the first CRM ind!str( est practice.

Test Bank, Chapter 11

1;. +hich of the following is not a CRM ind!str( est practice, A) $efine information needs and flows ") "!ild an integrated view of the c!stomer C) Provide etter c!stomer service $) -mplement in iterations Answer: C &evel: %ard Page: 116 Response: Provide etter c!stomer service is what CRM allows an organization to accomplish, not a CRM ind!str( est practice.

Haag et al., Business Driven 3echnology 0

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