CH.12 QUIZ CISM
Which of the following statements is false? Question options: a) Data consolidation and a 360-degree view mean the same thing. b) Data about customers in various functional areas were difficult to share. c) Collaborative CRM systems enable customers to provide direct feedback to the organization. d) CRM systems use a data warehouse to make all customer data available to every unit of the business. e) Organizations can use blogs for customer input about their products and services.
a) Data consolidation and a 360-degree view mean the same thing.
Electronic CRM applications are the same thing as customer-touching CRM. Question options: a) True b) False
a) True
Haya noticed that college students needed to dress up for presentations, but they never seemed to have any ties, or at least not very nice ones. She decided to set up a tie store on her campus and offer sports-themed ties as well as solid colored ties in her school colors. She can put an announcement on the school's monitors that would display in the dining halls and student union. Haya needs to decide on her CRM strategy before she can select her CRM systems. Question options: a) True b) False
a) True
If you have visited Amazon's Web site previously and then return, Amazon recommends other books that you might like. This is called cross-selling. Question options: a) True b) False
a) True
In the past, customer data have been located all over the company, typically in the functional areas. Question options: a) True b) False
a) True
One problem with interacting with customers over the Web is that the company does not have an opportunity to make a good first impression in person. Question options: a) True b) False
a) True
Properly designed CRM systems provide a single, enterprise-wide view of each customer. Question options: a) True b) False
a) True
Refer to IT's About Business 12.2 - uShip Benefits from SugarCRM: uShip uses SugarCRM to in-process new customers and manage hundreds of different accounts through one interface. Question options: a) True b) False
a) True
Refer to IT's About Business 12.3 - Morton's Steakhouse Surprises a Customer: Based on a prior customer's joking Tweet, Morton's Steakhouse was able to use data they had collected on the customer from the man's prior visits to the Steakhouse so they could have the steak dinner he usually ordered awaiting him at the airport upon his arrival. Question options: a) True b) False
a) True
Today, customers are becoming increasingly powerful. Question options: a) True b) False
a) True
Which of the following is an important enabler of CRM? Question options: a) recognizing that there are many customer touch points b) recognizing the necessity of treating all customers the same c) recognizing the need for sophisticated CRM information systems d) recognizing the need for sophisticated customer databases e) recognizing the need for a data warehouse
a) recognizing that there are many customer touch points
Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. The sports themed ties are a little more expensive than the solid colored ones. When someone comes in and seems to be leaning towards a solid colored tie, she makes sure explains the additional "jazz" that comes from wearing a sports themed tie. This is called _________. Question options: a) upselling b) cross-selling c) bundling d) customer intimacy
a) upselling
Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. Haya begins collecting data about her customers by having them sign up for Promotional E-mails at her store. She collects their names and e-mail address on her form and keeps track of their purchases as well. She does some work with the data to understand what her customer behaviors are. That work would be considered ________________. Question options: a) CRM b) Analytical CRM c) Operational CRM d) Collaborative CRM e) Transactional CRM
b) Analytical CRM
_____ is a form of _____. Question options: a) Up-selling, re-selling b) Bundling, cross-selling c) Up-selling, bundling d) Cross-selling, re-selling e) Re-selling, additional selling
b) Bundling, cross-selling
Which of the following statements concerning customer relationship management is false? Question options: a) CRM is a customer-driven strategy. b) CRM constitutes a specific use of technology. c) Building long-term relationships with customers creates value for the organization. d) It costs more to bring a customer back from a competitor than it does to keep him or her satisfied in the first place. e) The basic concept behind CRM is to treat different customers differently.
b) CRM constitutes a specific use of technology.
_____ systems provide interactive communication with the customer throughout the organization. Question options: a) CRM b) Collaborative CRM c) Operational CRM d) Analytical CRM e) Transactional CRM
b) Collaborative CRM
A check-in kiosk at the airport is which type of CRM application? Question options: a) Inbound telesales b) Customer-touching c) Outbound telesales d) Sales e) Customer-facing
b) Customer-touching
Electronic CRM applications are considered to be which type of CRM application? Question options: a) Inbound telesales b) Customer-touching c) Outbound telesales d) Sales e) Customer-facing
b) Customer-touching
CRM systems focus on marketing to masses of people. Question options: a) True b) False
b) False
Open-source CRM software doesn't have as many features or functions as other DRM software. Question options: a) True b) False
b) False
Over time, the customer relationship with vendors has become more personal. Question options: a) True b) False
b) False
Refer to Closing Case 1 - Mobile CRM at Disney World: The intent of Disney's MyMagic+ system is to better track the use of credit cards at Disney's parks. Question options: a) True b) False
b) False
Refer to Closing Case 2 - Organic and Beyond Corporation (OABC) Managers Its New B2C Channel: OABC's primary business is to sell organic produce directly to consumers (B2C) Question options: a) True b) False
b) False
_____ is a sales strategy which the business person will provide customers the opportunity to purchase higher-value related products. Question options: a) Bundling b) Up-selling c) Re-selling d) Additional selling e) Cross-selling
b) Up-selling
_____ includes those areas where customers directly interact with the company. Question options: a) CRM b) Analytical CRM c) Customer-facing CRM d) Customer-touching CRM e) Transactional CRM
c) Customer-facing CRM
_____ are simple tools for answering repetitive customer questions. Question options: a) Personalized Web pages b) Customized products and services c) Frequently asked questions d) E-mail systems e) Automated
c) Frequently asked questions
The benefits of open-source CRM include all of the following except: Question options: a) It is easy to customize. b) It is favorably priced. c) It has more functionality than in-house CRM systems. d) It updates data and fixes errors rapidly. e) It has extensive support information.
c) It has more functionality than in-house CRM systems.
_____ systems support the front-office business processes which directly interact with customers. Question options: a) CRM b) Collaborative CRM c) Operational CRM d) Analytical CRM e) Transactional CRM
c) Operational CRM
The sales, marketing, and service functions are part of ____________. Question options: a) CRM b) analytical CRM c) operational CRM d) collaborative CRM e) Transactional CRM
c) operational CRM
_____ systems study customer behavior and perceptions to provide business intelligence. Question options: a) CRM b) Collaborative CRM c) Operational CRM d) Analytical CRM e) Transactional CRM
d) Analytical CRM
Which of the follow statements concerning customer interaction centers (CIC) is false? Question options: a) A call center is an example of a CIC. b) A Help Desk is an example of a CIC. c) In outboard telesales, the salesperson contacts the customer. d) In inboard telesales, the customer calls the CIC. e) Live chat provides an advantage over telephone conversations.
d) In inboard telesales, the customer calls the CIC.
_____ is a CRM system that is hosted by an external vendor in the vendor's data center. Question options: a) Mobile CRM b) Analytical CRM c) Operational CRM d) On-demand CRM e) Customer-facing CRM
d) On-demand CRM
_____ is the component of an operational CRM system that automatically records all the aspects in a sales transaction process. Question options: a) Inbound telesales b) Outbound telesales c) Sales team efforts d) Sales force automation e) The customer help desk
d) Sales force automation
Which of the following best describes CRM? Question options: a) a process b) a set of technologies c) an information system d) a way of thinking and acting e) a set of decisions
d) a way of thinking and acting
Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except: Question options: a) people move from farms to cities b) consumers became mobile c) supermarkets and department stores proliferated d) customer relationship management systems were developed e) the Internet grew rapidly
d) customer relationship management systems were developed
_____ is the practice of marketing additional related products to customers based on a previous purchase. Question options: a) Bundling b) Up-selling c) Re-selling d) Additional selling e) Cross-selling
e) Cross-selling
Haya noticed that college students needed to dress up for presentations but never seemed to have any ties, or at least not very nice ones. She decided she was going to set up a tie store on her campus and offer sports themed ties as well as solid colored ties in her school colors. She can put an announcement on the school's monitors that would display in the dining halls and student union. Which of the following customer touch points will give Haya the most information after her first weekend of selling? Question options: a) Communication she sends via smart phones. b) She should build a Web site before she begins to sell on campus. c) She should send an e-mail to all students on campus. d) She should put a flyer in every mail box on campus. e) She should physically interact with customers when they visit her store.
e) She should physically interact with customers when they visit her store.
Which of the following is not a customer-touching CRM application? Question options: a) FAQs. b) Loyalty programs. c) Personalized Web Pages. d) Automated e-mail. e) Shopping cart.
e) Shopping cart.
In _____, company representatives use multiple communication channels to support their customers' communications preferences. Question options: a) telesales rooms b) group decision support rooms c) videoconferencing centers d) sales team meetings e) customer interaction centers
e) customer interaction centers
Which of the following is not a customer touch point? Question options: a) telephone contact b) e-mail c) Web sites d) customer visits to a store e) none of the above - all are touch points
e) none of the above - all are touch points