Chapter 5: Customer Service Management

Question 0

Today’s Customer Dynamics are…

Answer 0

Economic Value
Solution Value
Psychological Value

Question 1

CRM

A business philosophy and a practical CSM set of apps with the following characteristics:

Answer 1

1. Strategic tool
2. Focused on facilitating customer service process
3. Focused on optimizing the customer’s experience
4. Provides a window into the customer
5. Assists suppliers to measure customer profitability
6. About partnership management
7. Major facilitator of supply chain collaboration

Question 2

Customer Centric Architectural Steps:

Answer 2

1. Establish a customer-centric organization
2. Determine existing customer positioning
3. Devise a map of customer segment
4. Develop and implement solution
5. Monitor, measure, and refine

Question 3

e-Business Sales Force Functions:

Answer 3

Advocate for the consumer.
Exploration of personalization & mass customization focus on consumer buying habits.
Providing info about company products and services.
Coordinating resources to ensure superlative response to customer.
Acting as initiator for info regarding process improvement changes for mutual gain.
Providing medium by which critical company resources are made available to each customer.
Managing online service quality - motivate them to return.
Managing multichannel customer experience .

Question 4

Online Sales Functions:

Answer 4

Online catalogs
Online order processing 
Online order configuration 
Lead capture and profiling 
Online surveys 
Literature fulfillment 
e-Mail marketing

Question 5

Sales Force Automation (SFA) Capabilities

Answer 5

Contract Management  
Account Management  
Sales Process/Activity Management  
Opportunity Management 
Quotation Management 
Knowledge Management

Question 6

Enterprise Marketing Automation (EMA)

Answer 6

Promotions 
Cross-Selling and Up-Selling 
Marketing Events 
Customer Retention 
Response Management

Question 7

Common Causes for CRM Failure:

Answer 7

Concentration on technology NOT understanding of customer.
Requirement to change product-based marketing organizations.
Poorly conceived objectives/goals to be attained by CRM system.
Lack of employee and management skills.
Insufficient budgeting.
Minimal to no ROI to demonstrate value.
Lack of commitment by senior management.

Question 8

5 Eras of Social Networking

Answer 8

1. Social Relationships - 1990’s with internet connectivity
2. Social Functionality - 2007 with MySpace, Facebook, LinkedIn
3. Social Colonization - 2009 transcending social networks
4. Social Context - end of 2010
5. Social Commerce - 2011 and forward

Question 9

Critical Network Capabilities for Social Networking

Answer 9

1. Communications Repository Management
2. Advanced Networking
3. Innovation
4. Promotion