Learning objectives for Unit 1

Question 1

Describe CRM and the latest trends and developments.

Answer 1

Customer Relationship Management is an approach to manage a company’s relationships and interactions with current and potential customers. It is a process or methodology which combines people, process and technology that seeks to learn more about customers’ needs and behaviours to develop stronger relationships with them.

Latest trends and developments are:
- Data mining will gain prominence.
- Social CRM will boost relationships.
- Companies will offer amazing customer experience.
- Response times will be shortened.
- CRM adoption will increase.
- Ease of use of CRM.
- Cloud will be the in trend now.

Question 2

Explain the key requirements for a CRM role.

Answer 2

1. Continuously learn about the customers.

Companies should collect and analyse information about their customers to get to know them well.

2. Interact personally with the customers.

Companies should use that knowledge of knowing their customers to develop their relationships with their customers whenever they interact with them.

3. Handle different customers differently.
4. Retain the right customers.
5. Anticipate the customer needs and offer to fulfill them.
6. Increase value for your customers and of your customers.
7. Present a single face to the customers to make their experience with your organisation seamless.
8. Focus on revenue and retention more than on reducing the costs.
9. Enable information sharing and interaction across the organisation.
10. Create business rules to drive all customer relationship management decisions and automation.
11. Empower agents with information and training.
12. Remember that the effective management of customer relationships is a way of doing business, not just a technology.

Question 3

Describe the potential career paths in the CRM industry.

Answer 3

1. Email Marketer
2. Consultant
3. CRM Manager
4. Digital Marketing Manager

Question 4

Outline the components of a CRM system.

Answer 4

1. Customer Lifecycle
2. Common modules
3. Common features

Question 5

Outline the procedures required to process customer data.

Answer 5

1. Leads and Opportunities Management
2. Accounts and Contacts Management
3. Custom Fields and Page Layouts
4. Deletion of Data

Question 6

Outline the procedures required to maintain customer database.

Answer 6

1. Data quality
2. Import data
   2.1 Data Import wizard
   2.2 Data Loader
   2.3 Export Data
   3.1 Data export wizard

Question 7

Outline the procedures required to handle confidential information.

Answer 7

1. Understand Data Security - Hierarchical access
   1.1 Control access to the organisations
   1.2 Control access to objects
   1.3 Control access to fields
   1.4 Control access to records