business systems chap 11

CRM allows an organization to accomplish all of the following, except:
Provide better customer service.
Make call centers more efficient.
Complicate marketing and sales processes.
Help sales staff close deals faster.
Complicate marketing and sales processes
Which of the following is not one of the questions asked during the analyzing phase?

What customers are at risk of leaving?
Why was customer revenue so high?
Why did sales not meet forecasts?
Who are our customers?

What customers are at risk of leaving?
Which of the following is not a CRM industry best practice?

Define information needs and flows
Build an integrated view of the customer
Scalability for organizational growth
Implement in the big bang approach

Implement in the big bang approach
What can analytical CRM modeling tools discover?

Identify opportunities for expanding customer relationships.
Identify opportunities for cross-selling.
Identify opportunities for up-selling.
All of the above.

All of the above
What is the term that defines how recently a customer purchased items?

Recency
Frequency
Monetary value
Reporting

Recency
Which of the following is the first CRM implementation strategy?

Define information needs and flows.
Build an integrated view of the customer.
Clearly communicate the CRM strategy.
Implement in iterations.

Clearly communicate the CRM strategy
Back-office operations deal directly with the customer.
True or False?
False
Which of the following is not one of the CRM business drivers?
Inventory control.
Increase revenues.
Accountability.
Automation/productivity/efficiency.
Accountability
What are the three phases in the evolution of CRM?

Recency, analyzing, predicting.
Reporting, analyzing, predicting.
Recency, analytical, processes.
Reporting, analytical, predicting.

Reporting, analyzing, predicting
What is the formula that an organization can use to find its most valuable customers?
RFM – reporting, features, monetary value.
RFM – reporting, frequency, market share.
RFM – recency, frequency, monetary value.
RFM – recency, features, market share.
RFM – recency, frequency, monetary value
The Internet can completely replace the phone and face-to-face communications with customers.
True or false?
false
What supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers?
Analytical CRM.
Operational CRM.
Personalization.
All of the above.
Analytical CRM
What made-to-order views can analytical CRM tools slice-and-dice customer information into?
Customer value
Customer spending.
Customer segmentation.
All of the above.
All of the above
Which of the following represents operational CRM?
Supports traditional transnational processing.
Supports day-to-day front-office operations.
Supports operations that deal directly with the customers.
All of the above.
All of the above
Which of the following is not one of the questions asked during the predicting phase?
What is the total revenue by customer?
What products will the customer buy?
Who are the best candidates for a mailing?
What is the lifetime profitability of a customer?
What is the total revenue by customer?
Which of the following statements is incorrect?

CRM reporting technologies help organizations identify their customers across other applications.

CRM analysis technologies help organizations segment their customers into categories such as best and worst customers.

CRM predicting technologies help organizations make predictions regarding customer behavior such as which customers are at risk of leaving.

CRM predicting technologies help organizations identify their customers across other applications.

CRM predicting technologies help organizations identify their customers across other applications
Who did Business 2.0 rank as number one in the top 50 people who matter most in business?
Bill Gates.
You – the business analyst.
Michael Dell.
You—the customer.
You the customer
What is the top CRM business driver?

Inventory control

Increase revenues

Competitive advantage

Automation/productivity/efficiency

Automation productivity efficiency
Which of the following statements is incorrect?