CRM 2

Question 1

What is relationship marketing?

Answer 1

The underlying force leading to CRM. It focuses on mainting a continuous relationship with customers and buildinh long terk bonds.

Question 2

What is servuce marketing?

Answer 2

Looks at service, quality, satisfaction and the need to maintain ones customer base.

Question 3

Whar is materials recourse planning?

Answer 3

Focuses on producyion planning abd inventory systems in order to manage manufacturing processes.

Question 4

What is enterprise recourse planning?

Answer 4

Brings together all core business components into one unified digital experience.

Question 5

What has been developed to improve the capture of customer and prospect information

Answer 5

Sales force automation

Question 6

What has been introduced to contain excessive costs associated with media buys for mass marketing promotional campaigns.

Answer 6

Campaign managment tools

Question 7

Whoch crm systems started with the goal of satisfying the needs of a single department or function

Answer 7

Point solutions

Question 8

What has been developed to intergrate all point solutions

Answer 8

CRM suite solutions

Question 9

What is direct response marketing

Answer 9

Provides identication of individual target prospects, personalised communications and messages and measures of success.

Question 10

Examples of direct response marketing

Answer 10

Toll free calling/ direct mail

Question 11

5 reasons why CRM baa been introduced now

Answer 11

Enabled customers ro develop bonds with customers.
‘Noise’ in traditional marketplace made promotion difficult.
The ‘pace of life changed’ .
Customers face an unlimited number of new, high quality choices.
Internet introduction.

Question 12

Why do some CRM systems fail

Answer 12

Inadequate support from top management.
Inadeguate financial commitment 
Supply chain partners not included
Data issues - who owns? Poor quality?
Performance metrics not established

Question 13

How can change barriers of CRM be overcome

Answer 13

Communication
Intergration
Foresight

Question 14

6 step line of CRM activities

Answer 14

1. ESTABLISH strategic CRM plan for goals/activities
2. ESTIMATE impact on current structure
3. COMMUNICATE the relationshio marketing philosophy from the top down.
4. BUILD the CRM platform technology to solve problems faced.
5. Organise to expedite the development of the CRM system.
6. ESTABLISH a program of metrics to measure success.