1.

CRM implementation could be milestone for building new strategic

competences/ digital transformation process of Companies. Can you
identify the key issues/ challenges for A Company X (a real example of
your choice) during this process CRM adoption? Do you think that a small
Business could have benefits from CRM program?
Briefly analyze one case study / companies of choice that use CRM to
build a good and profitable relationship with Customers. (i.e: Hints for
answer with analysis from 1 case study: How CRM act as s strategic
marketing tool? Explain the changing landscape of Marketing in 2020s
that lead to the Rise of Relationship Marketing. Please discuss with
examples.)
- Customer relationship management (CRM) is understood as an
infrastructure that allows to design and increase customer value, and is the
right means of motivating customers to maintain customer loyalty. for the
purpose of improving profitability and streamlining company's processes
and services
Operational challenges
1. Costs
2. Set clear goals (to be achieved with the system)
3. Find the right leader
4. Training
5. Infrastructure development, etc.
The benefit of any CRM for small business is that it helps increase your sales.
CRM allows your small business to capture more leads from your website and
track them throughout the entire sales process. It helps to store information
about your customers in a smart way. It gives you a detailed view of the buying
motivation.
Data is a priceless resource. CRM apps can help small businesses manage
their data well by providing unlimited options to assign to every contact in
their business, not just the customers. Using top CRM apps, you can even
integrate several social networks, email marketing tools etc., to fetch latest
data like their email addresses, photos and phone numbers. This information is
vital to your business’s success and growth as you can plan marketing
campaigns and send those to your customers in easier and more effective ways

2. Briefly explain the benefits of Loyalty Programs: Are They for Customer
etention or Acquisition? List the key activities that companies use a
Loyalty program to maintain a good relationship with the loyal customers.
Discuss with examples
- The benefits of loyalty programs for the top user, customers, are often listed as
follows:
 Increased ability to target profitable customers.
 Enhanced salesforce effectiveness and efficiency.
 The marketing and sales teams function together more cohesively.
 We have improved customer service effectiveness and efficiency.
 Products/services customised to individual customer needs and preferences.
 Communication channels integrated into a single platform.
 Increased responsiveness to changing customer needs.
 Improved data to more precisely segment customers based on their
characteristics/needs.
 Individualised marketing based on customer behaviours.
 Increased opportunities to cross-sell and up-sell customers.
 It’s a key component of a sales funnel
- Loyalty programs play an enormous role in customer retention. during this
highly competitive market where customers quickly switch their service
provider or provider to a different within the face of any inconvenience,
loyalty programs show the way
- Customer retention isn't easy, but data shows that customers spend 67%
more once they join a sustainable loyalty program. Truth be told, loyalty
programs aren't a short-term customer retention strategy. The longer
customers enjoy loyalty programs, the more likely they're to stay with a
specific brand and stay loyal.
- the key activities that companies use a Loyalty program to maintain a good
relationship with the loyal customers:
 Personalization
Tiktok is based on your video surfing activity to suggest content that is
similar to the content you watch a lot or you have pushed the like button
 Point expiration
Starbucks shares a loophole with its customers to help them avoid point
expiration: using the brand’s prepaid card shields them from losing
their Stars. It’s a clever move, which helps to promote the company’s
own service.
 Badges & challenges
Grab organizes a shopping challenge with attractive rewards, which
can both increase the number of customers using the Moca wallet
service and create excitement when using the service.
 Birthday rewards
Co.op Mart's birthday gift: 10% discount coupon (Member) or 15%
discount coupon (VIP), applied once for a day's bill with a maximum
value of 1 million VND. Use within 6 months, excluding Birthday month.
 Tiers
 Shopee Reward is a special promotion program for Shopee customers
when shopping. Membership tier is based on purchase accumulation,
the higher the tier, the more offers and free shipping.

 Partner rewards
Women’s fashion retailer JD Williams has a full list of dedicated to
showcasing the members-only rewards, some of which come from
partners. This helps the brand engage lifestyle-conscious buyers.
3. What is the link between customer lifetime value and the profitability of
an organization? The four key areas of concern of CRM are: Customer
selection, Customer acquisition, Customer retention and Customer
extension: briefly explain the core components of CRM with concrete
example in real life? (Fashion brand Zara, Amazon, Starbucks, Saigon
Tourist, Vietnam Airlines, PnJ, or other case study of your choice …)