(1) Multiple Choice Questions (MCQs):

(a) Long term CRM involvesoperational cost. (Nov. 19)

(i) High (ii) Low (iii) Medium (iv) None
(b) is the heart of selling process. (Nov. 19)
(i) Customer delight (ii) Customer satisfaction (iii) Customer retention
(iv) Customer loyalty is also known as opportunity
management. (Nov. 19)
(i) Customer relationship management (ii) Lead management
(iii) Contact management (iv) Knowledge management
(d) Privacy laws protect the interest of(Nov. 19)

(i) Customers (ii) Employees (iii) Organizations (iv) Business enterprises

[Ans.: (1 (2 (3-ii), (4 -iv)J
(2) Fill in the blanks:
(a) helps the organization to increase the profitability at
less operating cost.
(b) CRM helps a customer at many retail outlets
loyalty programs through individual mobile phone.

chain is designed in the 1990s to show the exact

relationship and interconnectivity between Satisfaction —
LoyaltyRetention and Profits, whereby it directly links to CRM.
(d) CRM strategy cycle comprises of Customer acquisition, retention and

(e) ERP stands for (Oct. 18) is a business statement

the summarize why a customer should buy a
particular product.
[Ans.: (a) CRM, (b) Mobile, (c) Company Profit Chain, (d) Win-Back, (e)
Entrepreneur resource planning, (f) Customer lifetime valuel
(3) True or False:
(a) The cost of acquiring a customer is five times the cost of retaining
an existing•customer.

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(1) Multiple Choice Questions (MCQs):

(b) Customer lifetime value represents how much a customer is

worth in terms of monetary value. (Oct. 18)
(c) Customer win-back is a key element to CRM strategy.
(d) Up-selling is a fairly established strategy for customer
expansion, whereby one sells other products and services to
existing customers.

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(e) Salesforce automation involves converting manual sales activities to
electronic processes through the use of various combinations of
hardware and software applications. (Oct. 18)
Customer retention is the first step in the CRM strategy cycle. (Oct.
18)
[Ans.: (a) True, (b) True, (c) True, (d) False, (e) True, (f) False] 4)
Match the Following:
Group 'A' Group 'B'
(a) Customer acquisition Saves new customer acquisition cost
(b) Customer Expansion Satisfaction-Loyalty-Profit chain
(c) Customer Satisfaction (iii) Lead Management
Customer Loyalty Cross-Selling
(d)

[Ans.: (a —iii), (b — iv), (c —i), (d ii)l

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(1) Multiple Choice Questions (MCQs):

(a)measure customer satisfaction, and therefore help to determine

customer loyalty.
(i) customer representative (ii) Customer Service (iii) Customer
Satisfaction Survey (iv) Customer EPOS
(b) indicates the difference between the service expected
by customers and the service they receive. (i) Customer
representative gap (ii) Customer Service gap (iii) Service quality gap
(iv) Customer EPOS
(c) is an unpleasable fulfilment response.
(i) Customer Service gap (ii) Service quality gap (iii) Customer EPOS
(iv) Dissatisfaction
(d) model suggests that if customers perceive their
expectations to be met, they are satisfied.
(i) No eXpectations—confirmation (ii) Expect?tions—Disconfirmation
(iii) Expectations—confirmation (iv) Expectations—satisfaction
(e) Company 3E measure does not include . (Oct. 18)
(i) effectiveness (ii) endurance (iii) employee change (iv) efficiency
[Ans.: (a —iii), (b —iii), (c— iv), (d —ii), (e — ii)J

(2) Fill in the blanks:

(a) In CRM implementation Process, is the last stage to check
whether the goal has been achieved or not.
(b) Quality = Customer's perception v—
(c) The gap model is also known as the of service quality.

(d)is the customer's fulfilment response to

customer experience, or some part thereof.
is all about attracting the right customer, getting
them to buy, buy often, buy in higher quantities and bring more
customers to the firm.

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(1) Multiple Choice Questions (MCQs):

[Ans.: (a) CRM Evaluation, (b) Customer's expectations, (c) "5 gaps model",
(d) Customer satisfaction, (e) Customer loyalty)
(3) True or false:
(a) The service quality gap indicates the difference between the
service expected by customers and the service they receive. (Oct.
.18)
(b) Satisfaction is an essential part of any business that wants to offer
products or services that are focussed and well-targeted.
(c) Dissatisfaction is an unpleasant fulfilment response.
(d) Expectations—Disconfirmation model suggests that if customers
perceive their expectations to be met, they are satisfied.

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 Multimedia contact means well-organized contact data, viz.
communication with clients, meetings, calls, email, as well as interactions
through websites.

Once the survey design issues have been determined, the survey
should not be pre-tested.
[Ans.: (a) True, (b) False, (c) True, (d) True, (e) False, (f) Falsel
(4) Match the Following:
Group 'A' Group 'B'
(a) Gap 1 (ii) The gap between management perception and the
actual specification of the customer experience.
Gap 2 (iii)
The Gap between experience specification to the
delivery of the experience.
(b) Gap 3
The gap between what customers expect and what
seryice providers think they expect.
Gap 4
The gap between a customer's perception of the
(d) experience and the customer's expectation of the
Gap 5 service.

The gap between the delivery of the customer

experience and what is communicated to customers.
[Ans.: (a — iii), (b (c— ii), (d —v), (e— iv)J
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(1) Multiple Choice Questions (MCQs):

(a) Provides access to all customer information including

enquiry status and correspondence.
(i) Customer Management (ii) Knowledge management (iii) Account

management (iv) Back end integration

(b) access to customer information and history, allowing

sales teams and customer service teams to function efficiently. (i)
Customer Management (ii) Knowledge management (iii) Account
management (iv) Back end integration

(c) also includes a response to a prospective customer

immediately after the inciuiry without any delay.
(i) Customer acquisition (ii) Customer satisfaction (iii) Customer
retention (iv) E-CRM

(d) Itis ä well-established fact that the cost of acquiring a

customer is the cost of retaining an existing customer.
(i) Three times (ii) Four times (iii) Two times (iv) Five times is a
key element to E-CRM strategy.

(i) Customer acquisition (ii) Customer win-back (iii) Customer

retention (iv) E-CRM
(f) Calls from customers regarding their queries, problems, and suggestions
are calls. (Oct. 18)
(i) inbound (ii) outbound (iii) directional (iv) horizontal
[Ans.: (a —i), (b — iii), (c —i), (d—iv), (e—ii), (f
(2) Fill in the blanks:
(a) is an integrated online sale, marketing and service
strategy that is used to identify, attract and retain an organization's
customers.

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 (b) There areEi s in E-CRM.

(c) takes marketing techniques and concepts, and applies

them through the electronic medium of the internet.
(d) E-CRM is an integrated online sales, marketing and service strategy that
is used to identify, attract and retain an
[Ans.: (o) E-CRM, (b) Six, (c) E-Marketing, (d) Organization's customers]
(3) True or False:
(a) New electronic channels such as the web and personalized e-
Messaging has become the medium for fast, interactive and
economic communication, challenging companies to keep pace with
this increased velocity.
(b) Through e-marketing, a company gains the means to -touch and
shape a customer's experience through sales, services, and corner
offices-whose occupants need to understand and assess customer
behaviour.
(c) An e-CRM solution must be structured to deliver timely pertinent,
valuable information that a consumer accepts in exchange for his or
her attention.
(d) An e-CRM strategy ideally should concentrate on customer profits,
which drives smart asset-allocation decisions, directing efforts at
individuals likely to provide the greatest return on
customercommunication initiatives.
Understanding customer economics relies on a company's ability to
attribute customer behaviour tö market programs, evaluate
customer interactions along various customer touchpoint channel,
etc.
(f) E-CRM takes marketing techniques and concepts and applies them
through the electronic medium of the internet.

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(1) Multiple Choice Questions (MCQs):
(g) E-Marketing is an integrated online sales, marketing and service
strategy that is used to identify, attract and retain an organization's
customers. (May 19)
[Ans.: (a) True, (b) False, (c) True, (d) Faße, (e) True, (f) False,(g) Truel
(4) Match the Following:
Group 'A' Group 'B'
(a) Customer management Billing, inventory, and logistics
(b) Knowledge management Centralized knowledge base
(c) Account management Report generation
(d) Case management Handling Customer
Back-end integration information
(iii)
Reporting and analysis
(iv) Escalates priority cases
(v) Access to customer
(vi) information
[Ans.: (a — iv), (b ii), (c— vi),

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(1) Fill in the blanks:
relates to codes of conduct regarded as right and good,
based on morality or values, faith or some higher authority.

(b) CRM Solution providers are also working on providing simpler and
easier ways of handling customer data using mobile devices which are
known as

(c) Key ethical issues in the information age, including the increased
ubiquity of computerized databases, are often popularly
summarized under the four headings of
[Ans.: (a) Ethics, (b) Mobile CRM, (c) P-A-p-A1
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(1) Interruption Marketing refers to any marketing activity that a
viewer's attention.
(a) Interrupts (b) Premise (c) Transact (d) Relate
(2) Permission Marketing is the way to make work effectively.

(a) Interruption (b) Advertising (c) Transactional (d) Relationship

(3) Transactional Marketing is a business strategy that focuses on
transactions.
(a) Interruption (b) Permission (c) Single point of sale (d) Relationship
(4) Relationship Marketing is a business strategy that seeks to establish long
term relationship with its customers rather than focusing on
(a) Single Strategy (b) Permission Marketing (c) Transactional Marketing (d)
Single Transaction
(5) is the person who suggests buying product or service.

(a) Influencer (b) Buyer (c) Initiator (d) Decision Maker

(6)is the person who will choose which product to buy.

(a) Influencer (b) Buyer (c) Initiator (d) Decision Maker

(7) is the person whose point of view or advice will influence the
buying decision.
(a) Influencer (b) Buyer (c) Initiator (d) Decision Maker
(8) Quick response, efficient customer response, JIT are the techniques used for
reducing levels

(a) Price (b) Inflation (c) Stock (d) Customer

(9)refers to the Cumulative image of a product held by
the consumer, resulting from long exposure to the product or marketing
of the product

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 (a) Customer Category (b) Category Management (c) Communication (d)
Customer Franchise
(10) Uncertain waits are longer than known waits
(a) Certain (b) Long (c) Finite (d) Infinite
(11) waits are longer than Equitable waits
(a) Longer (b) Unfair (c) Fair (d) Infinite
(12)waits are longer than explained
waits (a) Unexplained (b) Equitable (c) Fair (d) Infinite

(13) Unoccupied time feels than occupied time.

(a) Longer (b) Shorter (c) Finite (d) Infinite
(14) The flat part Of curve in the middle of the diagram reflecting link between
customer satisfaction and retention is called as

(a) Zone of Retention (b) Zone of CRM (c) Zone of Indifference (d)
Zone of difference
(15) Artificial neural networks, Genetic Algorithms, decision trees are
commonly used tools of

(a) Data Interpretation (b) Data Mining (c) Data retrieving (d) Data
Analysis
(16)analysis operates at the server level by collecting.
clickstream data related to the path the user takes when navigating
through the site.
(a) Data (b) Mining (c) Traffic (d) E-commerce
(17)based analysis uses clickstream data to determine the
effectiveness of the site as a channel to-market quantifying the users behavior
while on the web site.
(a) Data (b) Mining (c) Traffic (d) E-commerce
(18) Administrators can define for each user by setting the
design of the portal structure for different users.
(a) Branding (b) Marketing (c) Advertising (d) Personalization
(19)refers to as extremely unsatisfied Customer

(a) Detectors (b) Rejecters (c) Vulnerable (d) Terrorists

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 (20) can be practiced by adoption of. new products and
services.
(a) Cross Selling (b) Customer Retention (c) Customer Expansion (d) Up
selling
(21)has a greater impact on retention than satisfaction.

(a) Customer Category (b) Dissatisfaction (c) Communication (d)

Customer Franchise
(22) Customeris a key element to CRM strategy.

(a) Selling (b) Retention (c) Expansion (d) Win-back

(23)involves leveraging and building knowledge
management architecture upon existing databases, data mining and
data warehousing systems.
(a) Evaluation (b) System analysis, design and development (c)
Deployment (d) Win-back
(24) Key ethical issues in the information age are often summarised under 4
headings with acronym P-A-P-A which stands for

(a) Privacy-Authencity-Property-Accessibility (b) Privacy-

AccuracyPropaganda-Accessibility (c) Privacy-Accuracy-Property-Alteration
(d) Privacy-Accuracy-Property-Accessibility
(25) The wordin B2B refer to electronic middlemen who
are necessary to facilitate online trades between buyers and sellers which
are both businesses.
(a) Enterprises (b) intermediaries (c) Privacy (d) Customer
(26) is also known as opportunity management.
(a) Customer relationship management (b) Lead management (c) Contact
management (d) Knowledge management
(27)is a business statement the summarize why a customer
should buy a particular product.
(a) Customer relationship management (b) Customer Lifetime Value
(c) Contact management (d) Knowledgé management

(28) Quality = Cus!omer's perception

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 (a) Customer experimentation (b) Customer Lifetime Value (c) Customer
management (d) Customer Expectation
(29) The gap model is also known as theof service quality.

(a) 3 Gaps Model (b) 2 Gaps Model (c) 5 Gaps Model (d) 6 Gaps Model

(30) Expectations—Disconfirmation model suggests that if perceive

their expectations to be met, they are satisfied.

(a) Manufacturers (b) Producers (c) Customers (d) B2B
(31) The gap indicates the difference between the service expected
by customers and the service they receive
(a) Service Delivery (b) Service quality (c) Service quantity (d) Service
Productivity
(32) is an unpleasant fulfilment response.
(a) Disqualification (b) Disappointment (c) Dissatisfaction (d)
Satisfaction
(33) As per walker loyalty. Matrix, customers have all the goals
of continuing to do business with the company and they have a positive
attitude •towards this company.

(a) Truly Loyal (b) Accessible (c) High risk (d) Trapped
(34) As per walker loyalty Matrix, customers have a good
attitude about working with this company, but do not plan to continue
their relationship.

(a) Truly Loyal (b) Accessible (c) High risk (d) Trapped
(35) As per walker loyalty Matrix, customers show every sign of
continuing business with you, but they're not very happy about it.
(a) Truly Loyal (b) Accessible (c) High risk (d) Trapped

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 (36)Customers are halfway out the door and not only will
they no longer be a customer, but will also talk poorly about the company
in the marketplace.
(a) Truly Loyal (b) Accessible (c) High risk (d) Trapped
(37) is an integrated online sale, marketing and service
strategy that is used to identify, attract and retain an organization's
customers.
(a) CRM (b) Customer Loyalty (c) E-CRM (d) TRP
(38)CRM, the customer are many retail outlets loyalty
programs can participate through individual mobile phones.
(a) Mobile (b) Customer Loyalty (c) E-CRM (d) TRP
(39) is the study of how individuals, groups and organizations
select, buy, use and dispose off goods, services, ideas or experiences to
satisfy their needs and wants.
(a) Consumer behavior (b) Product cycle (c) Purchase behavior (d) None
of the above
(40) Percentage or number of customers who move from one level to next
level in buying decision process is called
(a) Conversion rates (b) Marketing rates (c) Shopping rates (d) Loyalty
rates
(41) The real value of a company's marketing research and information
system lies in the

(a) Amount of data it generates (b) Marketing information system it follows

(c) Variety of contact methods it uses (d) Quality of customer insights it
provides
(42) In CRM, findings about customers discovered through

techniques often lead to marketing opportunities.

(a) Data warehouse (b) Customer loyalty management (c) Customer
relationship strategy (d) Data mining
(43)are issued to key customers which transmits all the

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 relevant information, details of previous and repeat purchases, to make
it convenient for the customers to recall and for the banks to keep a track
of the behavioural and purchase trends.
(a) Customer card (b) Customer ATM card (c) Customer Credit card

(d) Customer Smart card

(44) A is a professional who works either directly with or directly for
the customers and prospective customers of a given company.
(a) Customer executive (b) Customer Complainant (c) Manager
(d) Customer Service Representative
(45) are the most critical asset in a call centre as it is they who
deliver the business performance.
(a) Location (b) People (c) Customer (d) Process
(46) technique is used to develop and use customer data to
check their profile, retention and loyalty patterns.
(a) Data Operating (b) Data Warehousing and data mining (c) Data analysis
(d) Data Interpretation
(47) The process of forecasting contact centre workload and then scheduling
agents to handle the workload is known as

(a) CRM (b) Call scripting (c) Workforce management (d) Relationship
marketing management
(48) McDonald's has a strategy where a salespersonewill ask for "Anything else
would u like to order with French Fries?"lt's a case of

(a) Cross-Selling (b) Up-selling (c) Sales (d) Customer Satisfaction

(49) Syndicate bank now caters to the needs of its customers by offering various
ICICI prudential Fund schemes and help in strengthening the existing
relationship with the Bank's clientele base. This strategy is known as

(a) Cross-Selling (b) Up-selling (c) Sales (d) Customer Satisfaction

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 (50)is crucial to maintain and grow customer relationships to
sustain profitable growth.
(a) Customer Management (b) Customer Retention (c) Customer
Acquisition (d) Customer Attrition

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