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    Debopriyo Roy
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    The document discusses two cases related to customer relationship management (CRM). [1] It analyzes Zomato's CRM strategies using the CRM model and discusses how Zomato uses chatbots to implement a successful CRM system. It asks how the company can overcome challenges in the digital world to maintain good customer relationships and avoid financial losses. [2] It refers to the case of Amazon's shopper panel program and asks how it could be a good or bad idea, how the data differs from what Amazon already has, implications of new privacy regulations, and what customers may do regarding consenting to data collection.

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    The document discusses two cases related to customer relationship management (CRM). [1] It analyzes Zomato's CRM strategies using the CRM model and discusses how Zomato uses chatbots to implement a successful CRM system. It asks how the company can overcome challenges in the digital world to maintain good customer relationships and avoid financial losses. [2] It refers to the case of Amazon's shopper panel program and asks how it could be a good or bad idea, how the data differs from what Amazon already has, implications of new privacy regulations, and what customers may do regarding consenting to data collection.

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    © All Rights Reserved
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    125 views1 page

    CRM End Term Question Paper

    Uploaded by

    Debopriyo Roy
    The document discusses two cases related to customer relationship management (CRM). [1] It analyzes Zomato's CRM strategies using the CRM model and discusses how Zomato uses chatbots to implement a successful CRM system. It asks how the company can overcome challenges in the digital world to maintain good customer relationships and avoid financial losses. [2] It refers to the case of Amazon's shopper panel program and asks how it could be a good or bad idea, how the data differs from what Amazon already has, implications of new privacy regulations, and what customers may do regarding consenting to data collection.

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    © All Rights Reserved
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    of 1

    INDIAN INSTITUTE OF MANAGEMENT JAMMU

    End Term Examination


    Program: MBA (Batch 2020-22), Term IV
    (Academic Year 2021-22)
    Exam Type: Open Book
    Course: CRM Max Marks: 30
    Date: Duration: 3.0 hours

    1. Zomato, one of the country’s most preferred website for ordering food has recently
    received a backlash for an advertisement showing that a delivery partner had to refuse
    a selfie with Bollywood actor Hrithik Roshan because he was pressed for time.
    https://www.youtube.com/watch?v=dXirvvVXXWA
    In the ad featuring Katrina Kaif, the busy delivery personnel had to leave because he
    didn't have time to eat a piece of cake https://www.youtube.com/watch?v=PpNdfDM4xhc.
    The company defended themselves by stating that their goal behind these ads was to
    make the delivery partners appear as the heroes. It was to convey the message that a
    delivery partner's job is dignified, and customers must talk politely to them
    https://bit.ly/3k8sTdC
    Similar video campaigns by this giant food delivery service provider have received
    flak for the ‘unrealistic portrayal of the lives of delivery executives’- as stated by the
    social media users.
    i. Analyze the present CRM strategies of Zomato using the CRM Model. Also
    discuss how does Zomato uses its chatbots for implementing a successful
    CRM system. (7+3=10 Marks)
    ii. Referring to challenges for CRM in the Digital world discussion, suggest the
    ways by which the company can overcome the above stated challenge to
    maintain a better relationship with its customers and avoid financial hardship,
    or profit loss. (4 Marks)

    2. Refer to the case Amazon Shopper Panel: Paying Customers for Their Data (Product
    # 521058-PDF-ENG) and answer the following questions: (4x4=16 Marks)

    i. Why is the shopper panel a good idea or a bad idea for Amazon?
    ii. How it is different than the data they already have? From their own websites?
    From 3rd party providers?
    iii. Discuss the implications of the new regulations to protect the customers’
    privacy and the moves by Apple and Google to reduce the availability of the
    third-party cookies.
    iv. We are heading towards a world where customers will have to give consent to
    use their data. What do you expect the customers to do? Which type of
    customers will be more willing to consent to the collection of individual data?

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