INDIAN INSTITUTE OF MANAGEMENT JAMMU

Mid Term Examination

Program: MBA (Batch 2021-22), Term IV
(Academic Year 2021-22)
Exam Type: Open Book
Course: CRM Max Marks:(Weightage= 20%)
Date: Duration: 2.0 hours
Instructions:

Description
Bhavish Agarwal co-founder and CEO of “Ola” announced on twitter that electric scooter
production will begin soon https://twitter.com/i/status/1412730947393310723.
The bookings for the Ola electric scooters have started at a price of Rs. 499
https://www.olaelectric.com/. Customers who reserve the scooter will get priority delivery.
Ola electric mobility claims that they received more 1 lakh bookings in just 10 days for the
electric scooters.
You are expected to read anything and everything about “Ola Electric Scooters” online and
answer the following questions. You are expected to suggest the design elements of the CRM
program for “Ola electric scooters using the frameworks that we discussed in the class. You
may also refer the cases that we discussed in the class to answer the questions.
Assumptions:
• “Ola Electric Scooters” is planning to implement CRM enterprise wide.
• There will be no dealer showrooms. There will be only experience and delivery
centre.
• Sales and service of “Ola Electric Scooters” has already started.
Questions:
1. Discuss and apply the concept of customer lifecycle to “Ola Electric Scooters”
customers? (4 Marks)
2. Reflect and imagine the different stages of consumer journeys of customers of
“Ola Electric Scooters” in Presales, Sales and Post Sales along the different touch
points. (4 Marks)
3. Can “Ola Electric Scooters” develop customer database for its CRM
implementation? Discuss using the framework “Problems in constructing database
for customers (3 Marks)
4. Discuss the activities with respect to operational CRM, Analytical CRM and
Interaction / Channel Management that would be part of CRM activities at “Ola
Electric Scooters” (4 Marks)
5. Design a Loyalty and Referral Program for “Ola Electric Scooters” taking into
consideration design characteristics discussed in the class (5 Marks)