NMIMS .Global .

Access
School .for .Continuing .Education .(NGA-SCE) .
Course: .Customer .Relationship .Management .
Internal .Assignment .Applicable .for .June .2022 .Examination
QUESTION .1:-
INTRODUCTION
Most .businesses .and .organizations .set .goals .in .order .to .achieve .the .right .objectives .and
.fulfill .the .needs .of .its .stakeholders. .Those .goals .start .at .the .top .and .trickle .down .to
.every .team .within .the .organization, .each .performing .unique .functions .to .advance .the
.business. .There .are .many .different .ways .to .set .and .measure .goals. .One .popular .way .to
.measure .an .individual, .team .or .company’s .progress .towards .a .goal .is .by .using .key
.performance .indicators, .or .KPIs, .which .set .a .standard .of .success .for .a .specific .business
.objective. .Key .performance .indicators .(KPIs) .are .measurable .values .that .determine .how
.effectively .an .individual, .team .or .organization .is .achieving .a .business .objective.
.Organizations .use .KPIs .to .help .individuals .at .all .levels .focus .their .work .towards
.achieving .a .common .goal. .KPIs .also .help .businesses .understand .whether .they’re
.spending .utilizing .their .time, .and .budget .and .talent .on .the .right .strategies, .tasks .and
.tools .in .order .to .achieve .its .goals. .Professionals .can .also .set .personal .KPIs .to .gauge
.their .individual .success, .guide .their .decision-making .efforts .and .improve .performance
.over .time. .By .tracking .KPIs, .both .individuals .and .organizations .can .better .understand
.their .development .and .evolve .with .the .market. .Designing .a .program .to .recognize .and
.reward .customers’ .loyalty .is .an .effective .marketing .tactic .every .business .should
.prioritize. .In .this .guide, .we .reveal .everything .you .need .to .know .to .build .a .successful
.customer .loyalty .program.

Explanation:-
Types .of .KPIs
Lagging .vs. .leading .KPIs
Lagging .KPIs .measure .the .current .state .of .a .business .and .its .achievements .towards .a
.goal .after .a .set .period .of .time. .For .example, .measuring .how .much .traffic .a .website
.earned, .how .many .people .attended .an .event .or .how .much .revenue .a .program .earned .are
.all .lagging .indicators.

High .vs. .low .KPIs

Key .performance .indicators .that .target .an .entire .organization’s .goals .are .called .high
.KPIs. .These .indicators .measure .the .company’s .success .as .a .whole. .KPIs .that .target
.smaller .projects, .such .as .departmental .strategies, .are .called .low .KPIs
Ultimately, .low .KPIs .must .contribute .toward .the .high .KPIs .or .the .organization’s .overall
.goals. .Both .are .critical .to .helping .a .company .achieve .its .objectives .and .identify .ways .to
.improve.

Makes .a .good .KPI

Specific: .A .KPI .should .be .a .detailed, .simple .and .clear .description .of .what .exactly .you
.want .to .achieve. .For .example, .“Improve .customer .satisfaction” .is .too .broad. .A .better
.KPI .is, .“Improve .customer .satisfaction .ratings .by .10% .by .the .end .of .Q3.”
Measureable: .As .demonstrated .in .the .example .above, .KPIs .should .be .quantifiable .to
.establish .an .exact .definition .of .success. .When .thinking .about .ways .to .measure, .consider
.using .dollar .amounts, .percentages .or .raw .numbers.
Achievable: .It's .best .that .your .KPIs .are .ambitious .yet .attainable .within .reason. .This
.ensures .individuals .working .towards .them .are .motivated .and .challenged .but .don’t .burn
.out. .It .also .helps .set .realistic .expectations .with .stakeholders .and .company .leadership.
Relevant: .Your .KPI .should .help .advance .the .larger .key .business .objective(s) .of .the .team
.above .you. .For .example, .if .you .are .on .a .client .success .team .that .falls .under .the
.company’s .marketing .organization, .your .KPI .should .align .with .marketing .objectives. .All
.KPIs .should .align .with .a .larger .key .business .objective.
Time-bound: .Select .an .ambitious .yet .realistic .amount .of .time .in .which .you’ll .measure
.your .progress .towards .a .KPI. .For .example, .you .might .decide .you .want .to .achieve .a
.certain .amount .of .renewal .sales .by .the .end .of .a .quarter, .month .or .calendar .year.
Evaluate: .Regularly .examining .your .KPIs .is .a .great .way .to .ensure .you’re .still .working
.towards .the .right .objectives. .During .your .evaluation .you .might .ask .questions .like, .Is .my
.KPI .still .relevant? .What .are .the .main .blockers .to .success? .Do .I .have .the .right .budget,
.tools, .talent .and .support? .After .this .KPI .period .is .complete, .what .should .be .measured
.next?
Reevaluate/Readjust: .Consider .reevaluating .your .KPIs .at .specific .periods—perhaps .halfway
.through .your .KPI .timeframe .and .once .again .at .the .end. .Take .this .time .to .determine
.whether .it's .necessary .to .make .changes .to .your .KPIs .so .they’re .up .to .date, .achievable,
.relevant .and .in .line .with .company .objectives.
The .Customer .Loyalty .Program
A .Customer .Loyalty .Program .is .a .connection .between .a .brand .and .a .customer. .When
.the .company .offers .exclusive .products, .offers, .discount .coupons, .promotions, .or
.pricing; .and .in .return, .the .customer .agrees .to .“go .consistent” .with .your .brand
.through .repeat .purchases .or .engagement. .Customer .loyalty .is .the .outcome .of .a
.confident .customer .experience, .consumer .satisfaction, .and .the .value .of .the .product
.the .customer .receives .when .he .transacts. .Since .it .is .just .the .mutual .connection
.between .the .customer .and .merchant/brand, .the .connection .can .be .achieved .via .other
.means .too. .So .what .is .the .whole .deal .of .having .and .implementing .the .customer
.loyalty .program? .That .is .so .because .the .Customer .Loyalty .Program .is .a .definite .and
.elaborative .marketing .effort. .This .program .is .designed .with .the .aim .to .provide
.incentives .and .rewards .to .the .customers .showing .loyal .buying .behavior. .Successful
.loyalty .programs .are .designed .in .order .to .motivate .the .targeted .audience .to .return,
.shop, .and .trust .the .efforts .of .the .marketer. .The .eCommerce .loyalty .program,
.therefore, .holds .importance .for .the .merchants .as .well .as .the .customers. .In .a .simple
.phrase, .“Customer .Loyalty .for .eCommerce .businesses .is .like .a .potion .of .longevity”.

The .Conclusion:-
As .per .above .question .we .are .know .about .the .customer .loyalty .program .and .the .kpi.
.Create .a .clear .vision .of .what .you .are .trying .to .accomplish. .Keep .this .objective .simple
.and .straightforward. .Your .KPI .should .be .connected .with .a .key .business .objective .that .is
.both .strategic .and .impactful .to .the .organization. .Without .a .clear .vision, .you .risk
.working .towards .something .that .ultimately .wastes .time, .energy, .money .and .resources.
.Consider .meeting .with .your .manager .to .ensure .you’re .setting .good .goals .and .having
.them .review .your .KPIs .after .you’ve .set .them. .Consider .developing .KPQs, .or .questions
.that .determine .whether .you’ve .met .an .objective. .When .crafting .KPQs, .try .to .avoid
.simple .yes-or-no .questions .such .as, .“Have .I .met .my .sales .quota?” .Instead, .ask .open-
ended, .thought-provoking .questions .such .as, .“How .might .I .market .my .product .portfolio
.better?” .The .answers .to .your .KPQs .will .give .you .good .information .to .create .useful
.KPIs. .Before .assigning .metrics .to .address .your .KPQs, .see .if .another .department .or
.manager .is .already .collecting .that .information. .If .so, .you .can .simply .adjust .the .equation
.and .apply .it .to .your .business .strategy. .Collecting .existing .data .also .helps .to .set .a
.realistic .target .for .your .KPI.

QUESTION .2:-
INTRODUCTION
Customer .relationship .management .(CRM) .is .a .technology .for .managing .all .your
.company’s .relationships .and .interactions .with .customers .and .potential .customers. .The
.goal .is .simple: .Improve .business .relationships .to .grow .your .business. .A .CRM .system
.helps .companies .stay .connected .to .customers, .streamline .processes, .and .improve
.profitability. .When .people .talk .about .CRM, .they .are .usually .referring .to .a .CRM .system,
.a .tool .that .helps .with .contact .management, .sales .management, .agent .productivity, .and
.more. .CRM .tools .can .now .be .used .to .manage .customer .relationships .across .the .entire
.customer .lifecycle, .spanning .marketing, .sales, .digital .commerce, .and .customer .service
.interactions. .A .CRM .solution .helps .you .focus .on .your .organization’s .relationships .with
.individual .people .— .including .customers, .service .users, .colleagues, .or .suppliers .—
.throughout .your .lifecycle .with .them, .including .finding .new .customers, .winning .their
.business, .and .providing .support .and .additional .services .throughout .the .relationship. .CRM
.is .an .acronym .that .stands .for .customer .relationship .management. .Customer .relationship
.management .is .any .tool, .strategy, .or .process .that .helps .businesses .better .organize .and
.access .customer .data. .It .all .started .with .handwritten .notes .and .Rolodexes, .but .with .the
.advent .and .proliferation .of .digital .technology, .it .eventually .evolved .into .databases .stored
.on .individual .computers, .and .then .the .CRM .definition .shifted .into .something .far .more
.complex. .It .was .no .longer .just .notes. .Managing .your .business’s .relationships .with
.customers .became .a .complicated .process. .Now, .in .order .to .compete .in .any .industry, .you
.need .a .reliable .system .built .on .CRM .software.

Explanation:-

WHAT .IS .A .CRM .SYSTEM?

CRM .stands .for .“Customer .Relationship .Management” .and .refers .to .all .strategies,
.techniques, .tools, .and .technologies .used .by .enterprises .for .developing, .retaining .and
.acquiring .customers. .This .software .ensures .that .every .step .of .the .interaction .with
.consumers .goes .smoothly .and .efficiently .in .order .to .increase .the .overall .profits. .The
.software .gathers .customer .data .from .multiple .channels. .Hence, .CRM .stores .detailed
.information .on .overall .purchase .history, .personal .info, .and .even .purchasing .behavior
.patterns. .CRM .software .allows .businesses .to .focus .on .their .company’s .relationships .with
.customers, .colleagues, .suppliers, .etc. .With .a .professional .CRM .in .place, .it .becomes
.much .easier .to .find .new .customers, .win .their .trust, .provide .qualified .support, .and
.provide .additional .services .throughout .the .relationship.

CRM .BENEFIT

Maintain .a .centralized .database .across .your .sales .org.

CRMs .allow .your .entire .sales .org .to .keep .all .prospect .information .— .over .any .duration
.of .time .— .in .a .central .database. .This .allows .for .quick .cross-team .access .as .well .as .the
.ability .to .easily .manage .all .information .via .a .shared .location. .CRMs .help .reps .avoid
.spending .time .digging .through .files .and .records .to .find .the .information .they .need .about
.prospects .to .follow .up .and .close .deals. .
Manage .all .communication .and .interactions .with .prospects. . . . . . . . . .

All .communication, .both .internal .(rep .to .rep) .and .external .(rep .to .prospect), .can .be
.managed .through .a .CRM. .This .allows .reps .to .track .all .parts .of .the .buyer's .journey,
.including .every .interaction, .email, .phone .call, .and .more.

Automate .data .entry.

With .a .CRM, .your .team .will .never .have .to .spend .time .logging .emails, .calls, .meetings,
.and .interactions .— .all .of .this .information .will .be .automatically .collected .and .aggregated
.within .the .system. .

Be .reminded .to .follow .up .with .prospects.

A .CRM .tracks .all .of .your .prospect .activity, .which .helps .your .reps .know .when .they
.need .to .follow .up .with .specific .prospects. .When .reps .are .reminded .about .specific .follow
.ups, .they're .able .to .schedule .their .contact .at .a .point .in .time .when .their .support .is .most
.helpful .to .a .prospect. .This .way, .reps .increase .the .chances .of .them .converting .more .of
.these .leads .into .customers.

Organize .contact .data.

CRMs .allow .your .team .to .easily .keep .track .of .every .contact .(and .their .related .data), .no
.matter .their .buyer's .journey .stage. .In .fact, .reps .will .be .able .to .see .if .a .contact .visited
.your .company .website, .downloaded .content .from .the .site, .or .spoke .with .another .member
.of .your .sales .team .already.

Segment .your .customers.

Have .you .or .your .reps .ever .wanted .to .create .a .list .of .contacts .to .reach .out .to .based .on
.specific .criteria? .CRMs .allow .you .to .sort .contacts .by .data .that .you've .collected .about
.them .over .time.

Create .sales .reports.

CRMs .allow .your .team .to .collect .and .organize .data .about .prospects .and .deals .using
.reporting .features .such .as .sales .dashboards .and .reports. .These .allow .reps .to .better
.automate .and .manage .their .pipelines, .deals, .and .contacts. .They .can .also .evaluate .their
.personal .performance .and .keep .track .of .their .goals .and .necessary .work .to .reach .their
.quotas. .
Automate .forecasting .for .your .sales .performance.

The .key .to .any .successful .sales .organization .is .the .ability .to .plan .strategically .and .make
.informed .decisions. .With .the .CRM .reports .I .just .mentioned, .you .can .pull .in .key .metrics
.like .monthly .recurring .revenue .(MRR) .and .year-over-year .(YOY) .growth .which .make .it
.easier .for .sales .leaders .to .identify .trends .and .develop .performance-related .forecasts.

Scale .your .sales .processes .over .time.

As .mentioned, .a .CRM .will .provide .your .sales .team .with .one .place .where .they .can .keep
.track .of .leads, .prospects, .and .customers .over .any .duration .of .time. .CRMs .also .allow
.you .to .review .specific .activities .like .emails, .calls, .and .meetings .booked.

Ensure .team .communication .is .facilitated.

Ensure .effective .team .communication .is .facilitated .throughout .your .sales .org .and .among
.reps .with .the .help .of .the .CRM. .This .communication .is .critical .to .maintain .a .specific
.brand .image .among .all .reps .who .are .interacting .with .prospects .as .well .as .ensure .reps
.are .learning .from .each .other .and .working .together .to .reach .quota. .

The .Conclusion:-

As .per .above .question .we .are .know .about .the .crm .software .and .there .benefit .by .using
.this .we .are .full .fill .all .the .point .with .is .given .in .case .study. .As .your .company .grows,
.a .CRM .will .grow .with .you .— .that's .the .beauty .of .this .type .of .software. .Whether .it's
.tracking .more .leads, .organizing .more .contact .information, .or .recording .a .greater .number
.of .interactions .with .prospects, .CRMs .are .meant .to .grow .alongside .your .business. .All .of
.your .administrative .tasks .— .such .as .manual .data .entry, .hunting .for .email .chains,
.recording .conversations, .and .saving .contact .information .— .will .be .simplified .with .the
.implementation .of .a .CRM. .In .fact, .a .CRM .automates .a .lot .of .these .tasks .so .reps .can
.spend .their .time .and .resources .on .more .impactful .tasks. .Even .though .administrative
.tasks .might .not .directly .impact .revenue, .they .impact .the .schedules .of .members .of .your
.sales .org .and .how .much .time .they .spend .on .working .on .those .tasks .versus .with .leads
.and .prospects. .
QUESTION .3:-
INTRODUCTION
Keywords .are .how .people .search .and .find .your .website. .In .terms .of .increasing .web
.traffic, .using .keywords .is .part .of .your .SEO .(search .engine .optimization) .strategy.
.Keywords .boil .down .the .content .on .your .page .to .a .simple .phrase .or .words. .For
.example, .the .content .in .this .article .is .focused .around .the .keyword .“how .to .build .traffic
.to .your .website.” .Which .makes .sense .for .this .site .because .we .have .a .lot .of .content
.about .building .online .businesses. .The .keyword .for .this .article .is .a .long-tail .keyword.
.It’s .much .more .specific .than .“traffic” .or .“website” .which .give .very .little .information
.about .what .this .article .is .about. .We’re .much .more .likely .to .get .traffic .from .the .long-
tail .keyword .than .those .single .ones. .On-page .SEO .is .more .than .optimizing .your .content
.with .keywords. .There .are .other .on-page .opportunities .you .can .take .advantage .of .if .you
.want .to .increase .traffic .to .your .website. .Getting .backlinks .(links .to .your .website .from
.other .sites, .especially .authority .news .sites .and .blogs) .to .your .website .can .be .a .big .deal
.if .building .traffic .to .your .website, .but .it’s .not .easy.

Explanation:-
(A)
Ways .To .Increase .Traffic .to .our .Website

Create .the .right .content

Creating .the .right .content .for .your .website .can .help .you .attract .the .right .traffic .and .visitors. .To
.do .this, .make .sure .you .understand .your .target .audience .and .the .types .of .visitors .you .want .to
.attract. .Then .craft .your .content .to .meet .their .needs .and .interests.

Use .paid .advertising

Consider .purchasing .ads .to .drive .even .more .traffic .to .your .website. .With .paid .advertising, .you
.can .use .pay-per-click .ads .or .retargeting .ads .that .redirect .to .your .website. .If .you .have .social
.media .accounts, .you .can .also .run .sponsored .posts .or .display .ads. .When .you .use .paid
.advertising .strategically, .it .can .help .attract .more .traffic .to .your .website .overall.

Get .your .website .analyzed

Consider .using .platforms .that .can .analyze .your .website .and .identify .how .and .when .you're .losing
.website .visitors. .Once .you .know .this .information, .it's .easier .to .increase .views .on .your .website.

Host .a .contest .or .a .giveaway

Contests .or .giveaways .are .a .quick .way .to .drive .traffic .to .your .website. .Not .only .do .they .help
.attract .more .visitors, .but .they .also .reward .your .followers. .Consider .hosting .a .giveaway .or .a
.contest .on .your .social .media .account .or .through .your .email .list. .Also, .make .sure .whatever .you
.decide .to .give .away .is .something .your .followers .will .want .to .receive. .For .example, .if .you .have
.a .clothing .company, .consider .giving .away .a .gift .card .to .your .store .or .a .free .clothing .item.

Collaborate .with .an .influencer

Consider .collaborating .with .a .well-known .influencer. .These .individuals .can .help .increase .your
.brand .familiarity .when .they .post .discount .codes .for .your .products .or .services, .review .your
.company .or .host .a .giveaway .with .your .company's .products.

.Promote .your .content .to .your .email .list

Every .time .you .post .new .content .or .have .new .products .to .offer, .reach .out .to .your .current
.readers .or .customers .on .your .email .list. .Self-promoting .your .content .or .products .offers .a .quick
.way .to .boost .views .on .your .website. .Your .email .list .essentially .provides .you .with .repeat
.viewership .you .can .rely .on.

Engage .with .your .community

Spend .time .increasing .your .brand .recognition .by .engaging .with .your .readers .or .customers .on
.social .media .or .through .your .website. .The .greater .your .brand .recognition, .the .more .views .you'll
.have .on .your .website. .You .can .also .consider .implementing .an .engagement .strategy .to .help .you
.make .the .most .of .this .tactic.

Post .on .social .media .at .the .right .time

Make .sure .to .post .on .social .media .during .times .of .high .engagement .as .this .can .then .increase
.your .website's .traffic. .Many .websites .inform .you .of .the .best .days .and .times .to .post .on .social
.media .according .to .your .industry .and .your .audience.

.(B)
Customer .expectations .are .higher .now .than .ever. .According .to .Google, .their .expectations
.for .finding .what .they’re .looking .for .continue .to .increase. .It’s .becoming .more .evident
.that .customers .are .looking .for .“more .useful .information, .more .personalization, .more
.immediacy” .according .to .Lisa .Gevelber .from .Google. .That .means .if .you’re .a .business
.and .want .to .connect .with .customers, .you .have .to .be .ready. .You’ll .have .to .connect .with
.customers .who .are .more .informed, .want .to .consume .on .their .terms, .and .when .they
.want.

Customers .Expect
Customer .expectations .are .higher .now .than .ever. .According .to .Google, .their .expectations
.for .finding .what .they’re .looking .for .continue .to .increase.
When .searching, .customers .have .a .“right .here, .right .now” .mentality. .That .means .if
.you’re .a .business .and .want .to .connect .with .customers, .you .have .to .be .ready. .You’ll
.have .to .connect .with .customers .who .are .more .informed, .want .to .consume .on .their
.terms, .and .when .they .want.

More .informed
Customers .are .more .informed .today .than .they’ve .ever .been.
Before .buying .anything .or .going .to .a .business .a .fair .bit .of .research .is .part .of .many
.customer’s .routines.
Customer .expectations .online .start .with .the .research .they’re .doing. .They’re .looking .for
.the .best .and .that .is .reflected .in .search .results.

Consuming .on .their .terms

There .are .a .lot .of .ways .that .customer .expectations .online .are .becoming .more
.demanding.
The .Think .With .Google .post .focuses .on .“right .here” .which .means .customers .expect
.location .tailored .information. .That’s .only .one .small .aspect .of .expectations .though.

Right .now
Whatever .a .customer .is .looking .for .right .now .should .be .available .right .now. .When .a
.customer .is .looking .for .something .online .then .they’re .often .ready .to .purchase .also.

More .informed
Customers .are .more .informed .than .they’ve .ever .been. .Think .about .how .easy .it .is .to .do
.research.
What .you .need .to .do .as .a .business .owner .is .inform .the .customer. .That .means .you
.don’t .need .to .sell .to .them .but .rather .help .them.

Customers .expect .personalization: .Customize .everything.

52% .of .customers .expect .offers .to .always .be .personalized .— .up .from .49% .in .2019
66% .of .customers .expect .companies .to .understand .their .unique .needs .and .expectations,
.yet .66% .say .they’re .generally .treated .like .numbers

The .Conclusion:-
As .per .above .question .we .are .know .about .the .expectation .of .customer. .SEO .helps .you
.rank .higher .on .search .engine .results .pages .so .your .website .is .visible .to .a .greater
.audience. .You .can .optimize .your .website .by .adding .relevant .search .keywords .to .page
.titles, .headers, .meta .descriptions .and .URLs. . .Don’t .overlook .your .technical .SEO. .Make
.sure .your .site .is .easy .to .navigate, .links .are .in .working .order .and .you .have .met .all .the
.technical .requirements .of .search .engines. .Search .engines .often .rely .on .your .social .media
.profile .pages, .your .local .content .and .your .links .in .order .to .provide .search .engine .users
.with .relevant .search .results. .For .example, .when .a .web .user .searches ."best .clothing .store
.near .me," .the .results .they .get .will .depend .on .their .location. .To .improve .your .local
.search .rank, .ensure .you .have .the .right .name, .address .and .phone .number .listed .across .all
.of .your .social .media .pages. .You .can .also .use .tools .to .monitor .your .website's .directory
.listings. .