Deck 12: Customer Relationship Management

Question 1

CRM systems lack integration with the enterprise wide data collection and analysis systems.

Answer 1

False

Question 2

Allowing customers to obtain information via Internet-based inquiries helped organizations to scale up their call center operations.

Answer 2

False

Question 3

CRM systems made personalized marketing and customized promotions more feasible.

Answer 3

True

Question 4

CRM stands for "Customer Reporting Management."

Question 5

Analytical CRM systems provide front and back-end support for sales and marketing.

Question 6

Improving communication and reducing costs are examples of tactical benefits of a CRM system.

Question 7

The use of CRM systems has triggered some concerns about infringing on individual privacy.

Question 8

Analytic CRM systems make use of sophisticated data warehousing and data mining software.

Question 9

CRM implementations should be technology driven.

Question 10

CRM systems are not oriented towards delivering strategic value for an organization.

Question 11

Customer tracking and profiling are key tools for effective CRM.

Question 12

Vlogs are examples of common channels for collaborative CRM systems.

Question 13

A good CRM system can automate all the customer relationships.

Question 14

CRM is a brand new concept.

Question 15

CRM provides support for front-end customer facing functionality.

Question 16

Internet technologies are not very useful for collecting consumer data.

Question 17

Operational CRM systems improve the efficiency of CRM delivery and support processes.

Question 18

The Internet makes it easier for customers to switch vendors.

Question 19

Organizations first implemented CRM to capture customer data for analysis.

Question 20

The CRM portal helps to integrate all the different channels for interacting with the customer.

Question 21

Some of the current CRM vendors originally started off in the SCM market.

Question 22

At the beginning of a CRM implementation, management and personnel should agree on the metrics that need to be captured by the software.

Question 23

Improvements in the speed and security of the Internet have recently spurred interest and demand for in-sourced CRM systems.

Question 24

Customer profiling makes it harder to have individualized contact with a customer.

Question 25

One key concern about hosted CRM applications is that they do occasionally experience downtime and this can really hurt the company whose application is hosted.

Question 26

The growth in data being generated by web-driven business has been a driver for data mining and analytics functionality.

Question 27

The key goal of campaign management is to generate "leads."

Question 28

Hosted CRM systems have become an attractive alternative for small and large sized firms.

Question 29

A good CRM system requires a closed knowledge management loop which consolidates, analyzes and shares the customer information.

Question 30

Paying a CRM vendor to host your CRM applications is a less expensive alternative to purchasing licenses to CRM software and running it yourself.

Question 31

The focus of market research is finding ways to increase the duration and intensity of customer relationships.

Question 32

It is easier and more economical to implement an ERP with a CRM system.

Question 33

SFA tools help sales personnel to track sales leads and contact with customer.

Question 34

CRM project deadlines should be firm to account for the organizations ability to change and not simply adhering to a delivery schedule set by a vendor.

Question 35

The goal of service management is to convert leads into customers.

Question 36

No single CRM software package can provide all the functionality needed for a comprehensive CRM system.

Question 37

The call center has become a common source for customers to find quick answers to complex technical questions.

Question 38

The hardware requirements document will outline what the new CRM system capabilities should be. So this is a crucial document in the CRM implementation.

Question 39

A company may also choose a hosted architecture where the CRM vendor runs and maintains the CRM applications and data on their own web site.

Question 40

Typical CRM systems follow a cloud architecture.

Question 41

CRM systems must be a part of the overall corporate strategy and must never focus on just being a ________ solution.

A) marketing
B) data conversion
C) technology
D) tactical

Question 42

________ is/are not a major component of a CRM system.

A) Market research tools
B) Sales force automation software
C) Supply chain management software
D) Support tools

Question 43

The customer relationship process can be divided into the ________, support, and analytical processes.

A) maintenance
B) marketing
C) acquisition
D) delivery

Question 44

As opposed to an ERP system, CRM systems provide support for ________ functionality such as marketing, sales, and customer service.

A) database
B) front-end
C) back-end
D) application

Question 45

CRM systems can be categorized based upon their ________, business strategy, and implementation perspectives.

A) functionality
B) level of data sharing
C) tactical impact
D) value chain alignment

Question 46

CRM systems provide unique, real-time experiences to the consumers based on their ________; namely, their physical location and current needs.

A) core process
B) context
C) profile
D) situation

Question 47

Because they collect and organize consumer data and make it easier to share it, CRM systems have come under fire for ________ and ethical violations.

A) security
B) information
C) privacy
D) business

Question 48

Many companies have pledged not to ________ collected data to outside vendors.

A) process
B) sell
C) report
D) aggregate

Question 49

With the increasing costs of hosting and maintaining CRM systems, many companies have been forced to opt for a(n) ________ hosted CRM solution.

A) thin-client
B) middleware
C) component-based
D) EAI

Question 50

The second generation of CRM systems provided a(n) ________ view of every customer interaction with the organization.

A) planned
B) holistic
C) transactional
D) collaborative

Question 51

Successful CRM systems require the integration of people, ________ and technology.

A) consumer data
B) networks
C) best practices
D) processes

Question 52

Legislation has been passed that restricts collecting data from ________ even though they are a powerful buying segment.

A) religious groups
B) political groups
C) children
D) ethnic groups

Question 53

In recent years, the CRM market is moving towards ________ vendors due to consolidation, mergers and acquisitions among CRM software vendors.

A) improved
B) bigger
C) fewer
D) more

Question 54

A recent Gartner study showed that ________ percent of all CRM initiatives fail.

A) 30
B) 50
C) 75
D) 80

Question 55

When implementing CRM, there must be ________ not only from management but also from individual users and departments.

A) planning
B) buy-in
C) data
D) decisions

Question 56

Implementing a CRM system is difficult because there is/are ________ of CRM functions scattered across a variety of different business areas.

A) vendors
B) networks
C) pieces
D) data sharing

Question 57

Management must decide to go with a ________ CRM solution or select a single vendor to support all the CRM requirements.

A) expanded
B) web-enabled
C) reengineered
D) best-of-breed

Question 58

CRM provides a(n) ________ relationship with the consumers to improve their buying experience.

A) synchronized
B) integrated information
C) one-on-one
D) beneficial

Question 59

CRM should not be implemented as a(n) ________ system or all at one time.

A) core
B) transactional
C) inter-organizational
D) single

Question 60

Every CRM system is unique and must be ________ to the needs of the organization.

A) customized
B) processed
C) analyzed
D) reverse engineered

Question 61

Unstructured information such as documents and memos are provided to the CRM system by ________ systems.

A) knowledge management
B) cloud
C) client
D) web
E) none of the above

Question 62

The CRM ________ server provides an extranet access point for external users such as vendors.

A) cloud
B) database
C) client
D) web
E) none of the above

Question 63

How is the focus of CRM now shifting from its tactical to its strategic impact?

Question 64

A holistic view of a client's sales may reveal that the cost of marketing, selling, and servicing the client ________ much of the profit realized by a sale.

A) produces
B) augments
C) determines
D) negates

Question 65

What is CRM? How has it evolved?

Question 66

When beginning a CRM implementation, a company should focus on the ________ of the CRM project before considering possible technology solutions.

A) cloud
B) database
C) client
D) goals
E) none of the above

Question 67

Why is it important that CRM be customer-driven rather than technology-driven?

Question 68

CRM systems typically process ________ information such as customer contact data and profiles.

A) ill defined
B) random
C) incomplete
D) well structured
E) none of the above

Question 69

The focus of a CRM system should be always be on enhancing the ________ experience.

A) user
B) designer
C) customer
D) manager

Question 70

True CRM brings together information from all the ________ sources within an organization.

A) software
B) hardware
C) data
D) process
E) none of the above

Question 71

The focus of ________ technology is on facilitating better communication between a customer and a telephone operator.

A) log
B) marketing profile
C) call center
D) CRM system
E) none of the above

Question 72

CRM began in response to a changing market environment as mass marketing gave way to focused segment marketing and finally, target marketing to a(n):

A) focus group.
B) core customers.
C) niche player.
D) individual.

Question 73

By using technology to analyze consumer data, companies found that ________ sales to loyal, repeat customers is much more profitable than acquiring new customers.

A) new
B) incremental
C) special
D) non-standard

Question 74

Why are some consumer advocates upset with the growth of CRM?

Question 75

CRM should be viewed as a strategic business solution and not a ________ solution.

A) cloud
B) technical
C) client
D) web
E) none of the above

Question 76

The ________ server houses the backend database and possibly retrieves information from other database systems in the company.

A) cloud
B) database
C) client
D) web
E) none of the above

Question 77

Salesforce.com is an example of a CRM application ________ provider and offers a quicker implementation and less expensive CRM option.

A) service
B) cloud
C) client
D) web
E) none of the above

Question 78

In CRM systems, a customer file is started from an initial point of ________, whether it is a phone call inquiry or a purchased lead.

A) networking
B) demand
C) marketing contact
D) service support

Question 79

Companies develop a marketing ________ of every customer by observing buying patterns and combining this with demographic data.

A) log
B) profile
C) call center
D) CRM system
E) none of the above

Question 80

Describe the different ways of categorizing CRM.