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Chapter 11 Building a Customer-centric Organization-Customer Relationship Management

Multiple Choice Questions

1. CRM allows an organization to accomplish all of the following, except: A) Provide etter c!stomer service ") Ma#e call centers more efficient C) Complicate mar#eting and sales processes $) %elp sales staff close deals faster Answer: C &evel: 'as( Page: 11) Response: CRM allows an organization to simplif( mar#eting and sales processes.

*. +hat is the top CRM !siness driver, A) -nventor( control ") -ncrease reven!es C) Competitive advantage $) A!tomation.prod!ctivit(.efficienc( Answer: $ &evel: Medi!m Page: 11/ Response: A!tomation.prod!ctivit(.efficienc( is the top CRM !siness driver.

0. +hich of the following is not one of the CRM !siness drivers, A) -nventor( control ") -ncrease reven!es C) $efine information needs and flows $) A!tomation.prod!ctivit(.efficienc( Answer: C &evel: Medi!m Page: 11/ Response: $efine information needs and flows is not a CRM !siness driver, it is a CRM s!ccess factor.

). +hat is operational CRM, A) 1!pports traditional transactional processing ") 1!pports da(2to2da( front2office operations C) 1!pports operations that deal directl( with the c!stomers $) All of the a ove Answer: $ &evel: 'as( Page: 11/ Response: 3his is the definition of operational CRM.

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/. +hat s!pports ac#2office operations and strategic anal(sis and incl!des all s(stems that do not deal directl( with the c!stomers, A) Anal(tical CRM ") 4perational CRM C) Personalization $) All of the a ove Answer: A &evel: 'as( Page: 11/ Response: 3his is the definition of anal(tical CRM.

5. Anal(tical CRM tools can slice2and2dice c!stomer information to create made2to2order views of: A) C!stomer val!e ") C!stomer spending C) C!stomer prod!ct affinities $) All of the a ove Answer: $ &evel: Medi!m Page: 115 Response: Anal(tical CRM tools can slice2and2dice c!stomer information to create made2to2order views of c!stomer val!e, spending, prod!ct affinities, percentile profiles, and segmentations.

6. +hat can anal(tical CRM modeling tools discover, A) -dentif( opport!nities for expanding c!stomer relationships ") -dentif( opport!nities for cross2selling C) -dentif( opport!nities for !p2selling $) All of the a ove Answer: $ &evel: Medi!m Page: 115 Response: Anal(tical CRM modeling tools can identif( opport!nities for cross2selling, !p2selling, and expanding c!stomer relationships.

7. +hat occ!rs when a +e site can #now eno!gh a o!t a person8s li#es and disli#es that it can fashion offers that are more li#el( to appeal to that person, A) 4perational CRM ") Anal(tical CRM C) Personalization $) 9one of the a ove Answer: C &evel: 'as( Page: 115 Response: 3his is the definition of personalization.

:. +hat is the first CRM ind!str( est practice, A) $efine information needs and flows ") "!ild an integrated view of the c!stomer C) Clearl( comm!nicate the CRM strateg( $) -mplement in iterations Answer: C &evel: %ard Page: 116 Response: Clearl( comm!nicate the CRM strateg( is the first CRM ind!str( est practice.

Test Bank, Chapter 11

1;. +hich of the following is not a CRM ind!str( est practice, A) $efine information needs and flows ") "!ild an integrated view of the c!stomer C) Provide etter c!stomer service $) -mplement in iterations Answer: C &evel: %ard Page: 116 Response: Provide etter c!stomer service is what CRM allows an organization to accomplish, not a CRM ind!str( est practice.

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