Management Development Institute, Gurgaon

Name of Programme: - POST GRADUATE PROGRAMME IN MANAGEMENT

(2019-21)
End Term Examination, Term-V
Name of the Course Customer Relationship Management
Name of the course Faculty: -Neelu S. Bhullar
Section: A, B and C
Nature of Exam: - Closed book
Date of Examination: December 7, 2020
Time 10.15- 12.15

Maximum Marks: -30 Weightage: - 30%

Minimum time: - 2 Hours

1. What CRM measures (at least 3 for each one) will you suggest for the following
Businesses:
1. A SAAS based company operating in B2B
2. Platform based ecommerce company operating in B2C
3. Chain hotel operating in a franchise model
4. Direct to consumer company operating both in online and offline
(Omni channel)
Please give reasons for choosing the suggested measures. Also share if you have
made some assumptions while answering the question.

2. Evaluate the customer experience management of Glossier. Please use a

framework to build your answer.

3. Evaluate the CRM practices of Pramtex (Kimura Case). Also suggest some
improvements to enhance the performance of their existing CRM practices.