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CRM Unit Test Key

This document contains an answer key for a customer relationship management (CRM) test with multiple choice and true/false questions. The questions cover key aspects of CRM including that CRM aims to achieve better value exchange for the customer and business. Operational CRM focuses on automating customer interaction processes. Analytical CRM is concerned with capturing and reporting customer data to enhance customer and company value. The Gartner competency model emphasizes CRM vision and strategy. Data repository is referred to as "corporate memory" in one CRM process model. Strategic CRM focuses on developing a customer-centric culture.

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Raghuvaran A Palanivel
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723 views3 pages

CRM Unit Test Key

This document contains an answer key for a customer relationship management (CRM) test with multiple choice and true/false questions. The questions cover key aspects of CRM including that CRM aims to achieve better value exchange for the customer and business. Operational CRM focuses on automating customer interaction processes. Analytical CRM is concerned with capturing and reporting customer data to enhance customer and company value. The Gartner competency model emphasizes CRM vision and strategy. Data repository is referred to as "corporate memory" in one CRM process model. Strategic CRM focuses on developing a customer-centric culture.

Uploaded by

Raghuvaran A Palanivel
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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2017 TE – Unit Test 1 – Customer Relationship Management

Answer Key

Part A

Answer all (1 x 10 = 10 marks)

1. U1 - The CRM aims to achieve better value exchange for ____________ and _________
a. Employee & Business
b. Business & Employee
c. Customer & Business
d. Customer & Employee

Ans: C

2. U1 - ____________ businesses believe that customers choose products with the best
quality, performance, design or features.
a. Sales oriented
b. Customer oriented
c. Product oriented
d. Production oriented

Ans: C

3. U2 - _____________ CRM approach focuses on automation and improves the processes


customer interaction and customer support.
a. Strategic
b. Operational
c. Analytical
d. None of the above

Ans: B

4. U2 - ______________ CRM is concerned with capturing, storing, extracting, integrating,


processing, interpreting, distributing, using and reporting customer-related data to enhance
both customer and company value.
a. Strategic
b. Collaborative
c. Operational
d. Analytical

Ans: D
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5. U3 - Which of the following model emphasis on CRM vision and strategy?


a. CRM Value Chain model
b. Payne and Frow’s 5-process model
c. The Gartner competency model
d. IDIC Model of CRM

Ans: C

6. U3 - _____________ is referred as corporate memory in Payne and Frow’s 5-process model


of CRM.
a. Customer Value
b. Culture of the company
c. Data repository
d. Brand image

Ans: C

True or False
7. U2 - Strategic CRM is mainly focuses on the development of a customer-centric business
culture.

Ans: True

8. U2 - Allowing Technology to Dominate the CRM Process is a right strategic approach

Ans: False

9. U2 - Analytical CRM customer relationship management facilitates and streamlines


communication with customers, and connects to customer touch points.

Ans: False

10. U4 –Trust and commitment is important part of customer relationship.

Ans: True

Part B

Answer all (2 x 5 = 10 Marks)

11. U2 - Outline any two approaches of CRM with appropriate examples.


1. Strategic
2. Operational
3. Analytical
4. Collaborative
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12. U3 – Discuss in detail the CRM value chain model with neat diagram.

Part C

Answer all (1 x 10 = 10 Marks)

13. U7 – Elaborate Customer life cycle process.

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