Deck 9: Customer Relationship Management

Question 1

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

Answer 1

B

Question 2

What can analytical CRM modelling 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

Answer 2

D

Question 3

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

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

Answer 3

C

Question 4

What is an organization performing when it asks questions such as "which customers are at risk of leaving"?

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

Question 5

Which question below represents a CRM reporting technology example?

A) Why did sales not meet forecasts?
B) What customers are at risk of leaving?
C) What is the total revenue by customer?
D) All of these

Question 6

CRM involves managing all of the following except:

A) increase customer loyalty
B) increase customer retention
C) increase organization's profitability
D) increase sales commission

Question 7

Which question below represents a CRM analyzing technology question?

A) Why did sales not meet forecasts?
B) What customers are at risk of leaving?
C) What is the total revenue by customer?
D) All of these

Question 8

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 9

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 centre
C) Sales management, call scripting, opportunity management
D) Sales management, contact management, opportunity management

Question 10

Which question below represents a CRM predicting technology question?

A) Why did sales not meet forecasts?
B) What customers are at risk of leaving?
C) What is the total revenue by customer?
D) All of these

Question 11

An organization that uses the RFM formula tracks:

A) Recency, frequency, and monetary value
B) Recurrences, frequency, and multiples
C) Returns, final sales, and markdowns
D) None of these

Question 12

What made-to-order views can analytical CRM tools slice-and-dice customer information into?

A) Customer value
B) Customer spending
C) Customer segmentation
D) All of these

Question 13

Which company, in the text, rolled out a Web-based system called iSpectrum, developed by Summit Information Systems to pull its client data into one central repository so that company can deliver much faster customer service and improve the customer experience?

A) Alterna Savings
B) CCL Industries
C) Brother International Corporation
D) 1-800-Flowers.com

Question 14

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

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

Question 15

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) Personalization
D) All of these

Question 16

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 17

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 18

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

A) Contact centre, 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 19

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

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

Question 20

The intense competition in today's marketplace forces organizations to switch from sales-focused strategies to _______________________ strategies.

A) customer-focused
B) production-focused
C) operations-focused
D) supplier-focused

Question 21

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 22

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

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

Question 23

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) None of these

Question 24

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 25

Which company, in the text, experienced difficulty with answering their phone?

A) Alterna Savings
B) CCL Industries
C) Brother International Corporation
D) 1-800-Flowers.com

Question 26

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

A) Contact centre
B) Web-based self-service
C) Call scripting
D) None of these

Question 27

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 28

What are the industry best practices for CRM implementation?

A) Define information needs and flows
B) Build an integrated view of the customer
C) Clearly communicate the CRM strategy
D) All of these

Question 29

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

A) Contact centre
B) Web-based self-service
C) Call scripting
D) None of these

Question 30

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

A) Sales management systems
B) Contact management systems
C) Opportunity management systems
D) None of these

Question 31

The CRM manager's full-time responsibilities include ______________________________.

A) operational management
B) change management
C) functional management of the existing CRM solution
D) All of these

Question 32

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

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

Question 33

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) None of these

Question 34

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) Upselling
D) List generator

Question 35

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 36

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 in the big bang approach

Question 37

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) Upselling
D) Down-selling

Question 38

What is predictive dialling?

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) None of these

Question 39

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 40

Which of the following is where customer service representatives answer customer inquiries and respond to problems through a number of different customer touchpoints?

A) Contact centre
B) Web-based self-service
C) Call scripting
D) None of these

Question 41

________________________ focuses on keeping vendors satisfied by managing alliance partner, dealer, retailer, and reseller relationships that provide customers with an optimal sales channel.

A) Alliance partners
B) Dealers
C) Resellers
D) Partner relationship management (PRM)

Question 42

________________ are companies or individuals who purchase goods and products in bulk with the intention of reselling them at a profit.

A) Alliance partners
B) Dealers
C) Resellers
D) Partner relationship management (PRM)

Question 43

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 44

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

Question 45

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

Question 46

The evolution of CRM is reporting, analyzing, and predicting.

Question 47

CRM systems can replace more traditional forms of CRM

Question 48

Which industries will want to keep using CRM as a major strategic focus in the future?

A) Industries whose products are unique
B) Industries whose products are difficult to differentiate
C) Industries whose products are exclusive
D) Industries whose products are distinctive

Question 49

CRM suites will also incorporate SRM, PRM, and ERM modules as enterprises seek to take advantage of these initiatives.

A) SRM
B) PRM
C) ERM
D) All of these

Question 50

What focuses on keeping vendors satisfied by managing alliance partner and reseller relationships that provide customers with the optimal sales channel?

A) Supplier relationship management
B) Partner relationship management
C) Employee relationship management
D) None of these

Question 51

The intense competition in today's marketplace forces organizations to switch from sales-focused strategies to customer-focused strategies.

Question 52

One of the primary reasons a company loses customers is good customer service experiences.

Question 53

Supplier relationship management is not the same thing as a(n) _______________ system.

A) SRM
B) CRM
C) ERP
D) TPS

Question 54

RFM stands for Regency, Frequency, and Monetary.

Question 55

_____________________ are agents who sell products or services on behalf of a company or organization, particularly in the automobile industry.

A) Alliance partners
B) Dealers
C) Resellers
D) Partner relationship management PRM

Question 56

What focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects, which optimizes supplier selection?

A) Supplier relationship management
B) Partner relationship management
C) Employee relationship management
D) None of these

Question 57

_______________ are competitor organizations who co-operate with one another since doing so allows them to compete more successfully with other competitors.

A) Alliance partners
B) Dealers
C) Resellers
D) Partner relationship management (PRM)

Question 58

Back-office operations deal directly with the customer.

Question 59

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

Question 60

What provides employees with a subset of CRM applications available through a Web browser?

A) Supplier relationship management
B) Partner relationship management
C) Employee relationship management
D) None of these

Question 61

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

Question 62

The three phases of CRM include (1) reporting, (2) ____________, and (3) predicting.

Question 63

Supplier relationship management is the same thing as an SRM system.

Question 64

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

Question 65

Good relationships cannot exist without the help or use of information systems.

Question 66

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

Question 67

An organization can find its most valuable customers by using a formula that industry insiders call recency, ______________, and monetary value.

Question 68

Alliance partners are competitor organizations who co-operate with one another since doing so allows them to compete more successfully with other competitors.

Question 69

___________ 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.

Question 70

One of the primary reasons a company ________________ customers is bad customer service experiences.

Question 71

Retailers are agents who sell products or services on behalf of a company or organization, particularly in the automobile industry.

Question 72

SRM systems also help an organization communicate with its suppliers by providing a seamless communication channel where data can be shared and accessed by both parties.

Question 73

"Why did sales not meet forecasts?" is an example of _________ technologies in CRM.

Question 74

The intense competition in today's marketplace forces organizations to switch from __________________ strategies to customer-focused strategies.

Question 75

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

Question 76

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

Question 77

CRM _________ systems help organizations identify their customers across applications.

Question 78

CRM systems also help an organization communicate with its suppliers by providing a seamless communication channel where data can be shared and accessed by both parties.

Question 79

CRM suites will also incorporate TPS, MRP and MER modules as enterprises seek to take advantage of these initiatives.

Question 80

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