CRM 5

Question 1

The importance of managing customer interactions

Answer 1

Customer perceptions are driven by interaction experiences.
Digital age has meant customers expect more.
Improper management damages relationships.
Proper management requires a centric view of the customer.

Question 2

Succesfull customer interaction managment results in

Answer 2

Creating/sustaining loyalty.
Differentiating from competition.
Growing relationships.
Increasing favourable customer word of mouth.

Question 3

What is the customer data integration problem

Answer 3

Data capture and storage process variances.
Incomparable databases.
Real time customee interaction.
Data latency (time taken for data to be available to on a network).
Lack of standards.
Data inaccuracy.

Question 4

CDI definition

Answer 4

A data management process where all customer and prospect data is consolidated to create a single accurate view of the customer.

Question 5

CDI requires

Answer 5

Enabling technology to manage initial and ongoing data intergration efforts.
Customer linkage capability.
Organisation - wide adoption of technology and customer linkage.

Question 6

CDI steps

Answer 6

1. Identify touch points
2. Establish data collection rules
3. Manage input process after collection
4. Place data in common formats
5. Split linkage data
6. Standardise then correct linkage data
7. Customer linkage identification
8. data enhancement
9. Data suppression
10. Consolidate linkage and non linkage data
11. Ancillary benefits.

Question 7

2 types of data

Answer 7

Structured - relation-able wuth defined variable.

Unstructured - streaming data e.g. mobile apps

Question 8

What are the 5 V’s

Answer 8

Volume
Velocity
Variety
Veracity
Value