CRM (MKT 610)
Question: FUD in CRM explain briefly? (3) Answer: Skill to minimize FUD (fiasco, uncertainty, doubt): There should be no uncertainty and fears and doubts etc left in the minds of staff members convince them rather than order them. Any doubts and confusion must be made cleared and nothing will be taken for granted. Question: Briefly describe SFA and EMA? (3) Answer: Sales Force Automation (SFA): SFA automates some of the company's critical sales and sales force management functions, for example, lead/account management, contact management, quote management, forecasting, sales administration, keeping track of customer preferences, buying habits, and demographics, as well as performance management. SFA tools are designed to improve field sales productivity. Key infrastructure requirements of SFA are mobile synchronization and integrated product configuration. Enterprise Marketing Automation (EMA): EMA provides information about the business environment, including competitors, industry trends, and macro environmental variables. It is the execution side of campaign and lead management. The intent of EMA applications is to improve marketing campaign efficiencies. Functions include demographic analysis, variable segmentation, and predictive modeling occurs on the analytical (Business Intelligence) side. Question: Explain briefly open ended and close ended questions? (3) Answer: Subjective questions are open ended questions and multiple choice questions are the close ended questions. Question: What does it mean by Environment fit and what is a good corporate strategy? (5) Answer: Resource - Environment fit: An organization’s strategy must be appropriate for its resources, environmental circumstances, and core objectives. The process involves matching the company's strategic advantages to the business environment the organization faces. One objective of an overall corporate strategy is to put the organization into a position to carry out its mission effectively and efficiently. And this can best be attained by keeping customer satisfied. A good corporate strategy should integrate an organization’s goals, policies, and action sequences (tactics) into a cohesive whole, and must be based on business realities. Business enterprises can fail despite 'excellent' strategy because the world changes in a way they failed to understand. Strategy must connect with vision, purpose and likely future trends. To see how strategic management relates to other issues. Strategic Management can be seen as a combination of strategy formulation and strategy implementation, but strategy must be closely aligned with purpose.


as measured by market research. and to be reliably expanded to whatever scale is necessary. every year conducted a survey of all its direct customers. Hence people got to it and now customer relationship with burger is friendly and healthy. Multiple communication channels . They should be encouraged to contribute their thoughts Question: what is scalability and multiple channels of communication? Answer: Scalability .the ability to interface with users via many different devices (phone.especially where this is easy to achieve in the case of ecommerce. how satisfied they are.MKT 610 CUSTOMER RELATIONSHIP MANAGEMENT SOLVED SUBJECTIVE BY ALI AND FIAZ Question: What is the difference b/t formulation and implementation? (5) Answer: Formulation and Implementation of an Organization's procedures and policy regarding communication with its publics: The message sent to public was that burger is tasty fast food and different from the rest. IBM. by simply asking customers. at the global level. though that was done (and senior management viewed any deterioration with alarm). but they were also provided to field management so that they could rectify any individual problem situations . Question: Why customer use product of other organization? Answer: price related reasons product related service related competitor related etc Question: what is recruitment and empowerment? Answer: Recruitment: The customer service begins with recruitment of manpower---it means that the people we finally select should already have traits of service and should be willing to do so Empowerment: This means that we should empower through written job descriptions employees for certain responsibilities and jobs.where the customer REMEMBER US IN YOUR PRAYERS .the ability to be used on a large scale. WAP. Question: who is loyal customer and customer commitment? Another Paper: Question: customer satisfaction survey? good method for customer satisfaction survey? Answer: Satisfaction Surveys: It is essential that an organization monitors the satisfaction level of its customers. etc). The service at these outlets was a deviation from standard fast food places. The results were not just analyzed to produce overall satisfaction indices. it should be at the level of the individuals or groups . internet. This may be all else failing. at the peak of its success. Preferably. though. after they have used the service.

Such bondage could be developed on several ways. Bondage through zero option refers to the monopoly status of the product/service provider. they allow the 97% of non-complainers to communicate their feelings. please change yourselves –you are the easiest person for own self to handle Q 30: How the bondage of customers can be developed? 3 Marks Answer: Developing Bondage with Customers: It is a vital to develop bondage with customers. and their complaints .MKT 610 CUSTOMER RELATIONSHIP MANAGEMENT SOLVED SUBJECTIVE BY ALI AND FIAZ was dissatisfied with any aspect of the IBM service and the IBM representative (presumably in 97% of the occasions if the above results .which is at least half way to satisfying those complainants • They help persuade the supplier's staff to take customer service more seriously. for rectification • If they cover all customers.something which is much more difficult in conventional marketing.of the numbers who do not complain . For example: bondage through professionalism.hold true in this field) did not realize this to be the case! Much the same can be done with individual ecommerce customers . it also brings in a lot of happiness and satisfaction • Understanding other people’s problems is godliness • Allegiance and loyalty to your own profession is like your ‘faith’ • Such courses are a beginning of learning – never let your learning stop • Focus on things learnt – keep them in mind • Lastly. even the satisfied customers. they indicate where problems lie. Advantages: • Like complaints. that their supplier is interested in the customer. Question: point for avoiding customer defect? Answer: Knowledge about Lifestyle and Life Cycle Establish Measurement System Attempt to Track Losses Customers Specific Approach Customer Win—Back Programmes Developing Bondage with Customers Social Relationship Lifetime Utility concept of environments fit in the organization Question: how should be strategy incorporate with organization? Question 29: Why Courtesy is important part of selling tactics? 3Marks Answer: • Courtesy is the key to all locked doors • Courtesy costs nothing – but it dividends are unlimited • Courtesy is a part of our religion and a way of our life • Job is a job .but if we do it within the dictates of our religion – it is an ‘IBADAT’ • Courtesy brings not only rich rewards in terms of tangible thing. The Customer has no other option available. REMEMBER US IN YOUR PRAYERS . which means the customer is liked to the organization in view of the professionally expertise service the organization offer. and vent their anger • They positively show.

Customer uses other products because of following: 1. Further. suggestive. design. It is the approach of converting a casual customer into a committed loyal customer. and meaningful. 3. marks etc. REMEMBER US IN YOUR PRAYERS . memorable. recognition and recall values. bondage could be developed through customization which means tailoring the product or service to the specific requirement of the customer concerned Question: How a brand name plays vital role in the selling of any product? Why customers start using other product rather previous product? 5 Marks Answer: The matter of creating brand familiarity the brand name. Price related reasons Product related Service related Competitor related etc Question: What do you mean by good word of mouth? How it affects business? 5 Marks Answer: Word of Mouth • A happy customer tells 4 others.MKT 610 CUSTOMER RELATIONSHIP MANAGEMENT SOLVED SUBJECTIVE BY ALI AND FIAZ Therefore there has to necessarily link himself to the organization. • An unhappy customer tells 13 others!! Retained customers would help to spread a positive image of the organization by word of mouth. unique. which in turn helps to acquire new customers to the customer inventor. 2. A good brand name must be simple. Question: differentiate customer loyalty and retention? Answer: Customer retention is the process of keeping customers in the customer inventory for an unending period by meeting the needs and exceeding the expectations of those customers. relating to the brand have a definite role to play. symbols. Service: is an intangible mostly offered by producer as like doctor he provides the services by him. Question: Difference b/w product and service? Product: is a tangible and offered by another instead of actual producer as like consumer products. not via dealer or retailer. We get these from a retailer. 4. understand able and related to the product and should have retention.

The essence of brand identity is all about what a brand stands for and how it differs from the competitor brand. They do not shift to any competitor and they admire you and your product and services. REMEMBER US IN YOUR PRAYERS . A good brand name must be simple. Question: How brand familiarity is created and what are the qualities of good brand name? Answer: Brand identity is a non-transferable means to establish the uniqueness of the brand in terms of various tangible and intangible attributes of the brand. suggestive. These customers are also happy as they know they are your loyal customers. The matter of creating brand familiarity the brand name. memorable. e. Customer privacy considerations.g. Special care must be given to them. as compared to loyalty of reluctant customers. de sign. understand able and related to the product and should have retention. Question: How do database and customer privacy considerations play role in building strong customer relationship? Answer: Database . They work upon being so. unique. data encryption and the destruction of records to ensure that they are not stolen or abused Question: What is loyal customer and customer commitment? Answer: Customer by Loyalty: Indeed.the centralized storage (in a data warehouse) of all information relevant to customer interaction. recognition and recall values. marks etc. The identity so created must be repeatedly communicated so that. and meaningful. it would help in building awareness among target customers and make them familiar with the brand. for they too enjoy priority in purchase etc. Loyalty that arises out of retention is a preferred state. The brand identity plays a key role towards creating brand awareness. That is why we call them loyal customers. relating to the brand have a definite role to play. symbols.MKT 610 CUSTOMER RELATIONSHIP MANAGEMENT SOLVED SUBJECTIVE BY ALI AND FIAZ Loyalty is usually measured in terms of longevity of the patronage of customers. these are your highest category of customers for they remain loyal to your product and association.

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