Course 6 - Demand side: Customer account management

Question 1

Customer relationship management

Answer 1

business strategy, processes and IT which a company use to optimize revenues and increase the value through understanding and satisfying the individual customer needs

Question 2

CRM - key points

Answer 2

=> more than marketing, it is an enterprise-wide initiative

=> tech important since it heavily relies on “customer knowledge)

=> optimization relationship to the customer and internal processes associated with

=> tech -> new ways of interacting with customers

Question 3

CRM ->

Answer 3

1. Objective
2. CRM systems:
   - analytical
   - operational
   - collaborative
3. CRM functions:
   - sales
   - service
   - marketing

Question 4

Distribution channel

Answer 4

means by which a company delivers its goods and services to its customers

Question 5

Typical distribution channel

Answer 5

=> wholesale (indirect)
=> retail (indirect)
=> own sales organization (direct)
=> online / Internet sales (direct)

Question 6

What characterizes a distribution channel?

Answer 6

=> has its own strategies, approaches and constraints

=> has distinctive responsibilities, pricing systems, plants and other

Question 7

Core process: Marketing and Sales

Answer 7

1. Prospecting
2. Opportunity development
3. Closing

Question 8

Core process: Order fulfilment - Order-to-cash

Answer 8

1. Customer order processing
2. Shipping
3. Invoicing
4. Payment processing

Question 9

Core process: Purchasing - Procure-to-pay

Answer 9

1. Supply planning
2. Ordering
3. Goods receipt
4. Settlement

Question 10

Sales funnel (entonnoir) - Marketing

Answer 10

1. Prospecting
   - > awareness
2. Opportunity development
   - > interest plus desire
3. Closing
   - > action

Question 11

Campaign ->

Answer 11

1. Promotional activities to generate new business
2. Target group
3. Channel
4. Follow-up activities (tracking of customer contacts, lead generation)

Question 12

Opportunity and pipeline ->

Answer 12

1. Identify and follow through on the possibility of selling goods or services to a particular customer
2. Relevant if (sales cycles are long, expected sales volume is high, you want to monitor sales cycles and track stalled opportunities)
3. Sales phases
4. Classification
5. Analysis

Question 13

Pricing ->

Answer 13

1. Automatic price calculation based on defined price components
2. Price components
3. Profit margin

Question 14

Opportunity

Answer 14

CRM: evaluation and follow-up of a sales lead

Question 15

Pipeline

Answer 15

CRM: opportunities that are open and are being processed

Question 16

Profit margin

Answer 16

difference between the total net value based on the net price per product or service and the total costs based on the product valuation per product or service

Question 17

Sales activities

Answer 17

management of customer-related activities (phones calls, emails, appointments, etc.)

Question 18

Availability check

Answer 18

check whether requested quantity of a product can be delivered at a specific time