Deck 11: Building a Customer-Centric Organization-Customer Relationship Management

Question 1

CRM allows an organization to accomplish all of the following except:

A) Provide better customer service.
B) Make call centers more efficient.
C) Complicate marketing and sales processes.
D) Help sales staff close deals faster.

Answer 1

C
Explanation: CRM allows an organization to simplify marketing and sales processes.

Question 2

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

Answer 2

False
Explanation: The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its customers.

Question 3

Compare operational CRM and analytical CRM.

Answer 3

Operational CRM supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.Analytical CRM supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its customers.

Question 4

Define the relationship between decision making and analytical CRM.

Question 5

List and describe several benefits an organization can receive from CRM.

Question 6

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

Question 7

What supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers?

A) Analytical CRM
B) Operational CRM
C) Personalization
D) All of these

Question 8

The business world is shifting from customer focus to product focus.

Question 9

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

Question 10

A customer strategy starts with understanding who the company's __________ are and how they help the company meet strategic goals.

Question 11

Which of the following is the first CRM implementation strategy?

A) Define information needs and flows.
B) Build an integrated view of the customer.
C) Clearly communicate the CRM strategy.
D) Implement in iterations.

Question 12

Back-office operations deal directly with the customer.

Question 13

The Internet can completely replace the phone and face-to-face communications with customers.

Question 14

Which of the following is not a CRM industry best practice?

A) Define information needs and flows.
B) Build an integrated view of the customer.
C) Scalability for organizational growth.
D) Implement using the big-bang approach.

Question 15

CRM is a technology based on the premise that those organizations that understand the needs of individual customers are best positioned to achieve sustainable competitive advantage in the future.

Question 16

Who did Business 2.0 rank as number one in the top 50 people who matter most in business?

A) Bill Gates
B) You - the business analyst
C) Michael Dell
D) You - the customer

Question 17

___________-office operations deal directly with the customers.

Question 18

Which of the following represents operational CRM?

A) Supports traditional transactional processing.
B) Supports day-to-day front-office operations.
C) Supports operations that deal directly with the customers.
D) All of these.

Question 19

What can analytical CRM modeling tools discover?

A) Identify opportunities for expanding customer relationships.
B) Identify opportunities for cross-selling.
C) Identify opportunities for up-selling.
D) All of these.