Page 349 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Self Assessment

Choose the appropriate answer:
1. ACD stands for:
(a) Automatic Customer Detection

(b) Automatic Call Distribution
(c) Automatic Call Decision
(d) None
2. CPG stands for:
(a) Customer Packaged Goods

(b) Consumer Packing Goods
(c) Consumer Packaged Goods
(d) None

Fill in the blanks:
3. The goal in …………………… is to carefully manage a company’s name, brands, slogans
and symbols, otherwise known as brand equity.

4. …………………… compares price and quality (or value) of a product against competitors.
5. The …………………… has evolved from its early use as a simple performance measurement
framework to a full strategic planning and management system.

6. …………………… is typically used to judge the appropriateness of the costs of acquisition
of a customer.
State whether the following statements are true or false:

7. Customer Equity is the Net Present Value of a customer from the perspective of a supplier.
8. Relationship marketing some times is referred to as Customer Relationship Management
(CRM).

9. Customer satisfaction is not a reaction to value received.
10. Customers consume physical and digital products.
11. By enabling direct customer interaction, CRM has changed every sphere of activity.
12. A CRM solution is a stand-alone solution.
13. ERP offered the means to optimize resource planning at the enterprise level but there was
still no means of connecting to the customer.
14. CRM proved to be revolutionary for the business success.
15. CRM is as important for an organization as is the blood to human beings.

!
Caution CRM is not the blood line for any business but an integral part of its business
strategy.

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