Name: Kuganesh ( 3 ) Class: SQ2104A

Customer Relationship Management

PROGRESS TEST
Unit 1 – Create and maintain customer account in CRM
system

SECTION A : Multiple-Choice Questions – 20 marks (2 marks each)

For each question, select the most appropriate answer and write the
corresponding letter in the brackets provided.

1. Customer Relationship Management is a process which combines ( pg 3 )

(A) people, processes and program to learn more about customers.
(B) people, processes and technology to learn more about suppliers.
(C) people, processes and technology to learn more about suppliers.
(D) people, prospects and technology to learn more about customers.
( A )

2 Sharon is working as a waitress in a restaurant. Mrs Adele Wong is one of her

regular customers. Occasionally, she will bring her husband, Mr John Wong
and her cousin Ms Rachel Lee to the restaurant for meals. Ms Cathy Tan, the
Restaurant Manager always serves them personally. Sharon’s internal
customer is

(A) Ms Cathy Tan.

(B) Mr John Wong.
(C) Ms Rachel Lee.
(D) Mrs Adele Wong. ( B )

3 The purposes of Customer Relationship Management are as follows EXCEPT

( Pg 4 – 1.14 )

(A) to expand customer base.

(B) to enhance business sales.
(C) to improve workforce productivity.
(D) to maintain all the products offered to customers.
( D )

4 Which are the two frameworks that CRM essentially works on?
( Pg 6)

(A) Operational and analytical.

(B) Analytical and behavioural.
(C) Analytical and customer-focused.
(D) Operational and customer-focused. ( A
)

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Name: Kuganesh ( 3 ) Class: SQ2104A

5 The key requirements for a CRM role involves all of the following EXCEPT
( Pg 9,10)

(A) retain all customers.

(B) handle different customers differently.
(C) anticipate customer needs and fulfil them.
(D) Increase value for your customers and of your customers. ( A )

6. The customer lifecycle management model can be broken down into several
key steps: (Pg 15 – 1.4)

(A) Approach -> Development -> Acquisition -> Retention.

(B) Acquisition -> Approach -> Development -> Retention.
(C) Approach -> Acquisition -> Development -> Retention.
(D) Acquisition -> Development -> Approach -> Retention. ( C )

7. The FOUR common modules of a CRM system are

( Pg 16 & 17 – 1.4.2)

(A) Marketing, Sales, Service and Finance.

(B) Marketing, Sales, Service and Analytics.
(C) Marketing, Sales, Service and Human Resource.
(D) Marketing, Sales, Human Resource and Analytics. ( B )

8. Which of the following is NOT a recent CRM trend?

(A) Relying on official documentation.

(B) Data mining will gain prominence.
(C) Social CRM will boost relationships.
(D) Companies will offer amazing customer experience. ( A )

9. The following are common features of CRM EXCEPT ( Pg 17 & 18 – 1.4.3 )

(A) Case management.
(B) Lead management.
(C) Contact management.
(D) Conversational service with live messaging. ( D )

10. The marketing module enables companies to

(A) spot trends by connecting data from any source.

(B) solve customer problems and close cases faster.
(C) create 1-to-1 customer journeys across email, mobile, social, ads and
the web.
(D) move deals faster by tracking customer information and interactions in
one place. ( C )

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Name: Kuganesh ( 3 ) Class: SQ2104A

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Name: Kuganesh ( 3 ) Class: SQ2104A

SECTION B : Short Answer Questions - 30 marks (10 marks each)

Write your answers in complete sentences in the spaces provided.

11 The CEO of Nature’s Ltd is considering implementing a CRM system. He is

asking you to Identify and explain FIVE recent CRM trends. (10 marks)
Pg

1. Data mining will gain prominence - Data mining techniques in CRM assist businesses in
finding and selecting the relevant information that can then be used to get a holistic
view of the customer lifecycle; this comprises of four stages: customer
identification, attraction, retention, and development.

2. Social CRM will boost relationships - Social CRM is making use of social media services,
techniques, and technology to enable organisations to engage with their customers.

3. Companies will offer amazing customer experience – the company can take customer
experience to the next level will get rewarded with increased customer lifetime value and
transaction size.

4. Response times will be shortened - Despite customers engaging with companies through
various channels – customer support, social media, and stores and so on – they expect
quick responses.

5. CRM adoption will increase - high CRM adoption will see a rise in their productivity.
To provide better customer experience, companies will hire tech-savvier talent who do not
just know how to operate CRM tools but also use them to their benefit.

12 Upon graduation, Chloe is considering a CRM role as her career choice. List 8
key requirements that Chloe should take into consideration. (10 marks)

1. Interact personally with the customers.

2. Continuously learn about the customers.
3. Handle different customers differently.
4. Retain the right customers.
5. Increase value for your customers and of your customers.
6. Anticipate customer needs and offer to fulfil them.
7. Present a single face to the customers to make their experience with your
organisation seamless.
8. Enable information sharing and interaction across the organisation.

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Name: Kuganesh ( 3 ) Class: SQ2104A

13 List and explain FIVE steps of the customer lifecycle management model.
(10 marks)

Approach - Businesses locate potential leads (prospects), demonstrate the value of

the product or service being offered and show the leads how they can become customers.

Acquisition - The leads enter the sales pipeline. As they progress, businesses will need to be
able to continue to demonstrate product value, while also addressing any concerns that may
arise.

Development - Leads that reach the end of the pipeline complete their sales and become
customers. Businesses then focus on further developing that relationship, by following up
with the customer and soliciting feedback.

Retention - As customers provide information, businesses analyse the data collected so that
they can then create a more personalised customer experience. This may lead to further
sales, often in the form of cross selling and up-selling.

Loyalty - The end goal of the customer lifecycle is to create brand advocates who not only
continue to do business with the company but also promote the company on their own social
circles.

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