Questions and Answers of Customer Relationship Management

2. Define service automation (SA).
3. Describe the main contexts where SA is in common use.
4. Describe the benefits and costs of SA to organisations.
5. Describe the functionality available within SA software.
1. What is customer service? How does customer service relate to service quality and to service standards?
2. What is service automation? Why might a company choose to adopt SA? Why might a company choose to avoid SA?
3. What are the main contexts where SA is in common use? What might prevent the adoption of SA in other contexts?
4. What functionality is common in SA software? How might this functionality affect workflows in a company?
1. Describe the role of CRM analytics and how they support CRM strategy and tactics.
2. Describe how analytics supports customer management throughout the customer journey in terms of marketing, sales, and service.
3. Describe the role of data mining for: describing and visualising, classification, estimation, prediction, affinity grouping and clustering.
4. Describe the types of analytics that apply to structured, unstructured, and Big Data.
5. Describe the role of Artificial Intelligence (AI) in analytical CRM.
1. What is the role of CRM analytics and how they support CRM strategy and tactics?
2. How can companies use analytics to support customer management throughout the customer journey in terms of marketing, sales, and service?
3. What are the components of data mining?
4. What are the types of analytics that apply to structured, unstructured, and Big Data?
5. What is the role of Artificial Intelligence (AI) in analytical CRM?
1. What are the steps necessary for the development of a customer-related database useful from CRM?
2. What are the implications for different data types and sources as this relates to customer-related database development?
3. What are the issues that companies face when managing customer-related databases?
1. Generate a business case for CRM that aligns with both the strategic goals of the company and the needs/behaviours of customers.
2. Describe and plan for the immediate operational benefits from CRM.
3. Describe and plan for potential future benefits arising from improved operational effectiveness.
4. Describe the options for company structure as this relates to CRM.
1. How might a company generate a business case for CRM that aligns with both the strategic goals of the company and the needs/behaviours of customers?
2. What are the immediate operational benefits from CRM? How might a company estimate the benefits and costs of CRM prior to CRM implementation?
3. How might a company plan for potential future benefits arising from improved operational effectiveness?
4. What are the main organisational structures that companies can adopt and what are their CRM implications?
1. The five major phases in a CRM implementation project.
2. Tools and processes relevant to each phase of CRM implementa-tion projects.
3. The importance of project management and change management throughout the implementation process.
1. What are the five major phases in a CRM implementation?
2. What are some common tools and processes relevant to each phase of CRM implementation?
3. What impacts do professional project management and change management have throughout the implementation process?
1. How current advancements in technology are influencing CRM.
2. Current trends in CRM adoption.
3. How old habits continue to limit the potential of CRM in many companies.
4. Privacy and ethics as these relate to CRM.

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