Deck 11: Building a Customer-Centric Organizationcustomer Relationship Management

Question 1

Call scripting occurs when a customer service representative answers customer inquiries and solves problems by email and chat.

Answer 1

False

Question 2

Opportunity management CRM systems target sales opportunities by finding new customers or companies for future sales.

Answer 2

True

Question 3

Contact management falls under the category of the customer service department's CRM tools.

Answer 3

False

Question 4

Click-to-talk functions allow customers to click on a button and talk with a representative via the Internet.

Question 5

Customer relationship management is a means of managing all aspects of a customer's relationship with an organization to increase customer loyalty and retention and an organization's profitability.

Question 6

Call scripting systems gather product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

Question 7

List generators compile customer information from a variety of sources and segment it for different marketing campaigns.

Question 8

Customer data management is a means of managing all aspects of a customer's relationship with an organization to increase customer loyalty and retention and an organization's profitability.

Question 9

Web-based self-service systems allow customers to use the web to find answers to their questions or solutions to their problems.

Question 10

List generators fall under the category of the sales department's CRM tools.

Question 11

Customer service and support (CSS) is a part of operational CRM that automates service requests, complaints, product returns, and information requests.

Question 12

Operational CRM supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

Question 13

Opportunity management CRM occurs when a website has stored enough data about a person's likes and dislikes to fashion offers more likely to appeal to that person.

Question 14

Analytical CRM supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.

Question 15

CRM predicting technologies help organizations identify their customers across other applications.

Question 16

Call scripting falls under the category of the sales department's CRM tools.

Question 17

The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its suppliers.

Question 18

Campaign management systems guide users through marketing campaigns by performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis.

Question 19

CRM analysis technologies help organizations segment their customers into categories such as best and worst customers.

Question 20

CRM predicting technologies help organizations predict customer behavior, such as which customers are at risk of leaving.

Question 21

Supplier relationship management discovers optimal sales channels by selecting the right partners and identifying mutual customers.

Question 22

Call scripting systems gather product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

Question 23

Employee relationship management (ERM) provides web-based self-service tools that streamline and automate the human resource department.

Question 24

Call scripting systems offer a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

Question 25

Uplift modeling gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

Question 26

Supplier relationship management (SRM) focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects.

Question 27

Automatic call distribution directs customers to use touch-tone phones or keywords to navigate or provide information.

Question 28

Employee relationship management focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects.

Question 29

Interactive voice response directs customers to use touch-tone phones or keywords to navigate or provide information.

Question 30

Uplift modeling is a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

Question 31

Predictive dialing automatically dials outbound calls and forwards answered calls to an available agent.

Question 32

Up-selling is selling additional products or services to an existing customer.

Question 33

Cross-selling is increasing the value of the sale.

Question 34

Interactive voice response automatically dials outbound calls and forwards answered calls to an available agent.

Question 35

Interactive voice response routes inbound calls to available agents.

Question 36

Partner relationship management (PRM) discovers optimal sales channels by selecting the right partners and identifying mutual customers.

Question 37

Automatic call distribution routes inbound calls to available agents.

Question 38

Partner relationship management provides web-based self-service tools that streamline and automate the human resource department.

Question 39

Analytical CRM provides customer segmentation, which divides a market into categories that share similar attributes such as age, location, gender, habits, and so on. By segmenting customers into groups, it becomes easier to create targeted marketing and sales campaigns, ensuring that you are not wasting resources marketing products to the wrong customers.

Question 40

Website personalization occurs when a website has stored enough data about a person's likes and dislikes to fashion offers more likely to appeal to that person.

Question 41

Which of the following is not a valid way that a CRM system can collect information?

A) Accounting system
B) Order fulfillment system
C) Inventory system
D) Customer's personal computer

Question 42

What accesses organizational databases that track similar issues or questions and automatically generate the details to the representative who can then relay them to the customer?

A) Contact center
B) Web-based self-service
C) Call scripting
D) Website personalization

Question 43

Which of the following was one of the first CRM components built to address the issues that sales representatives were struggling with the overwhelming amount of customer account information they were required to maintain and track?

A) Sales management system
B) Contact management system
C) Opportunity management system
D) Sales force automation system

Question 44

Which of the following operational CRM technologies does the marketing department typically use?

A) Contact center, web-based self-service, call scripting
B) Contact center, cross-selling and up-selling, web-based self-service
C) List generator, opportunity management, cross-selling and up-selling
D) List generator, campaign management, cross-selling and up-selling

Question 45

What helps an organization identify its customers across applications?

A) CRM reporting technologies
B) CRM analyzing technologies
C) CRM processing technologies
D) CRM predicting technologies

Question 46

What compiles customer information from a variety of sources and segments the information for different marketing campaigns?

A) Campaign management system
B) Cross-selling
C) Up-selling
D) List generator

Question 47

Which of the following provides customer service representatives to answer customer inquiries and respond to problems through a number of different customer touch points?

A) Contact center
B) Web-based self-service
C) Call scripting
D) Website personalization

Question 48

Which of the following operational CRM technologies does the sales department typically use?

A) Campaign management, contact management, opportunity management
B) Sales management, contact management, contact center
C) Sales management, call scripting, opportunity management
D) Sales management, contact management, opportunity management

Question 49

What maintains customer contact information and identifies prospective customers for future sales?

A) Sales management CRM system
B) Contact management CRM system
C) Opportunity management CRM system
D) Sales force automation CRM system

Question 50

What automates each phase of the sales process, helping individual sales representatives coordinate and organize all of their accounts?

A) Sales management CRM systems
B) Contact management CRM systems
C) Opportunity management CRM systems
D) All of these

Question 51

What is an organization performing when it asks questions such as "why was customer revenue so high"?

A) CRM reporting technologies
B) CRM analyzing technologies
C) CRM processing technologies
D) CRM predicting technologies

Question 52

What guides users through marketing campaigns performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis?

A) Campaign management system
B) Cross-selling
C) Up-selling
D) List generator

Question 53

What occurs when a website can know enough about a person's likes and dislikes that it can fashion offers that are more likely to appeal to that person?

A) Operational CRM
B) Analytical CRM
C) Website personalization
D) List generators CRM

Question 54

Which of the following is not one of the three phases in the evolution of CRM?

A) Reporting
B) Analyzing
C) Processing
D) Predicting

Question 55

Which of the following represents sales force automation?

A) Helping an organization identify its customers across applications
B) Selling additional products or services to a customer
C) A system that automatically tracks all of the steps in the sales process
D) Selling larger products or services to a customer

Question 56

What is the primary difference between contact management and opportunity management?

A) Contact management deals with new customers, opportunity management deals with existing customers
B) Contact management deals with existing customers, opportunity management deals with existing customers
C) Contact management deals with new customers, opportunity management deals with new customers
D) Contact management deals with existing customers, opportunity management deals with new customers

Question 57

What allows customers to use the web to find answers to their questions or solutions to their problems?

A) Contact center
B) Web-based self-service
C) Call scripting
D) Website personalization

Question 58

Which of the following operational CRM technologies does the customer service department typically use?

A) Contact center, web-based self-service, call scripting
B) Sales management, contact management, opportunity management
C) List generator, opportunity management, cross-selling and up-selling
D) List generator, campaign management, cross-selling and up-selling

Question 59

What is McDonald's performing when it asks its customers if they would like to super-size their meals?

A) Campaign management
B) Cross-selling
C) Up-selling
D) Down-selling

Question 60

What targets sales opportunities by finding new customers or companies for future sales?

A) Sales management system
B) Contact management system
C) Opportunity management system
D) Sales force automation system

Question 61

What is a place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone?

A) Contact center
B) Web-based self-service
C) Call scripting system
D) Uplift modeling

Question 62

What is a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products?

A) Contact center
B) Web-based self-service
C) Call scripting system
D) Uplift modeling

Question 63

What guides users through marketing campaigns by performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis?

A) Cross-selling
B) Up-selling
C) Campaign management system
D) Customer service and support

Question 64

Which of the following is not considered a feature in a contact center?

A) Automatic call distribution
B) Interactive voice response
C) Predictive dialing
D) Automatic predictive dialing

Question 65

What is automatic call distribution?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent
B) Directs customers to use touch-tone phones or keywords to navigate or provide information
C) A phone switch routes inbound calls to available agents
D) All of these

Question 66

What is increasing the value of the sale?

A) Cross-selling
B) Up-selling
C) Campaign management system
D) Customer service and support

Question 67

What is interactive voice response (IVR)?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent
B) Directs customers to use touch-tone phones or keywords to navigate or provide information
C) A phone switch routes inbound calls to available agents
D) All of these

Question 68

Which of the following is a common marketing CRM metric?

A) Number of new prospective customers
B) Average number of service calls per day
C) Average time to resolution
D) Cost per interaction by marketing campaign

Question 69

What is predictive dialing?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent
B) Directs customers to use touch-tone phones or keywords to navigate or provide information
C) A phone switch routes inbound calls to available agents
D) All of these

Question 70

What is a contact center or call center?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone.
B) A system that allows customers to use the web to find answers to their questions or solutions to their problems.
C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.
D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

Question 71

What is selling additional products or services to an existing customer?

A) Cross-selling
B) Up-selling
C) Campaign management system
D) Customer service and support

Question 72

What allows customers to use the web to find answers to their questions or solutions to their problems?

A) Contact center
B) Web-based self-service
C) Call scripting system
D) Uplift modeling

Question 73

What divides a market into categories that share similar attributes such as age, location, gender, habits, and so on?

A) Contact center
B) Customer segmentation
C) Call scripting system
D) Uplift modeling

Question 74

Which of the following is a common customer service CRM metric?

A) Number of new prospective customers
B) Number of marketing campaigns
C) Average time to resolution
D) Revenue generated by marketing campaigns

Question 75

What gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer?

A) Contact center
B) Web-based self-service
C) Call scripting system
D) Uplift modeling

Question 76

What is uplift modeling?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone
B) A system that allows customers to use the web to find answers to their questions or solutions to their problems
C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer
D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products

Question 77

What is a part of operational CRM that automates service requests, complaints, product returns, and information requests?

A) Cross-selling
B) Up-selling
C) Campaign management system
D) Customer service and support

Question 78

What is web-based self-service?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone
B) A system that allows customers to use the web to find answers to their questions or solutions to their problems
C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer
D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products

Question 79

Which of the following is not a current CRM trend?

A) Partner relationship management
B) Supplier relationship management
C) Employee relationship management
D) Distributor relationship management

Question 80

What is call scripting?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone
B) A system that allows customers to use the web to find answers to their questions or solutions to their problems
C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer
D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products