Paper / Subject Code: 46013 / Marketing: customer Relationship Management
Duration - Two and a half hours
NOTE- 1) All the questions are compulsory subject to internal choice.
2) Figures to the right indicate full marks. K"tr\
s=/ utEt: t,- t' '\i;
Q.l(A) Multiple choice questions:(any 8)
1, is a component of CRM.
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i)people ii)technology iii)information iv)alloftheabove WX--,1,9
2. Calls from customers regarding their queries ,problems and suggestions are ca lls.
i)inbound ii)outbound iii)directional iv)horizontal
3. Offering a greater quantity for a slightly higher price,is,an exarnple of ,
i) cross selling ii) upselling iii) personalization iv) bancassurance
4. exists when perception> expectation,,
i) customer satisfaction ii)customer dissatisfaction lii) customer delight iv)customer engagement
5.- is a central point in an enterprise from which all customer contacts are maintained such
as e-mails, newsletters, chats etc. +
i) call centre ii) contact centre iii) customer care centre iv) development centre
6. is a method of recommehding'products or-servieesto visitois on W-ebsitbi.
ering iv) traffic analysis
7. The process offorecasting contact centre workloads and then scheduling agents to handle the
workload is known as _.
i) CRM ii)call scripting iii)workforce management iv) relationship marketing management,
8.- is a business statement that summarizes why a customer should buy a particular
product.
i) customervalueproposition ii) customerlifetimevalue iii) customercarevalueiv) companyprofit
chain
9. ERP stands for
i) employee resource planning ii)employee relationship planning iii) entrepreneur resource
planning iv) enterprise resource planning
1"0. Company 3E measure does not include
i) effectiveness ii) endurance iii) employee change iv) efficiency
B) state whether the statements are true or false:(any 7) (7 mar.ks)
1. Customer relationship agreement is a contract between a service provider and the end userthat
defines the level ofservice expected from the service provider.
2. Personalization consists of tailoring a service or productto accommodate specific individual
needs.
3. Customer engagement is not a customer retention strategy.
4, Data reporting is a written script that has correct wordings and assist an agent in handling a
conta ct.
5. Event based marketing is also known as trigger marketing.
6. Data profiling helps to plan and get qualitative information.
7. Customer lifetime value(CLV) is the result of cumulative net returns received over the Iifetime of
customers.
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Paper / Subject Code: 46013 / Marketing: Custorner Relationship Management
8. Customer retention is the first step in CRM strategy cycle"
9" Service ouality gap indicates the difference between the service expected by customers and the
service they actually receive.
10. Sales force automation involves converting manual sales activities to electronic processes
through the use of various combinations of hardware and software applications.
Q.ll
a) Define CRM. Explain the dlfferent profitability segments (8 Marks)
b) Write a note on service level agreement (7 Marks)
OR
a) What is relationship marketing management? Explainvaiioui,platicjnship'deielopment
strategi es. (8 Marks)
b) Briefly explain the different barriers in implementing effective CRM. (7 Marks)
Q.lll
a) Explain the different types of data. (8 Marks)
b) What is call routing? Explain the different types of routing techniques. (7 Marks)
OR
a) Discuss the customer profitability and value modelling. (8 Marks)
b) Explain the concepts of event based marketing and web based self service. (7 marks)
Q.IV
A) Explain the concept of knowledge management. (8 Marks)
B) Explain B2B and sales in CRM. : (7 Marks)
OR
C) Describe the steps involved in implementation of CRM. (8 Marks)
D) Discuss the objectives of CRM strategy, (7 Marks)
Q.V
A) Discuss the privacy issues in CRM and the solution forthe same. (8 Marks)
B) Aakash LTD was the oldest financial service organization in Bhopal. Over the years there was rapid
increase in the customer base. However it was still using traditional marketing tools like word of
mouth publicity and the communication channels were not very effective .The organization was
facing difficulty in maintaining customer database and managing relationships wlth customers.
Although the marketing team of the organization left no stone unturned for persuading customers
by providing them huge discounts on products and services but it was not frultful. This resulted in
huge loss.
As a consultant suggest remedial measures to rectify the situation. (TMarks)
OR
C) Write short notes on (any 3) (15 Marks)
1. Mobile CRM
2. E-mail response management system
3. Levels of E-CRM
4.CRM challenges
5.social networking and CRM
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