Questions and Answers of Customer Relationship Management

Discuss implementation issues with Global CRM.
Compare and contrast the ‘top-down’ approach of organizational sponsorship with the ‘bottom-up’ approach.
Elaborate on the characteristics of an effective change management program.
Discuss the challenges facing successful CRM implementation efforts.
5. Devise a high-level BSC for your organization. Make sure to include all four perspectives in your analysis.
4. Explain why the financial perspective of the BSC is the foundation from which the other perspectives are grounded. Also elaborate as to how each of the four components must be dependent on each
3. In a short paragraph, write down the key components of a successful CRM program for your organization. Be sure to include commentary concerning each of the chapters covered in this book in your
2. Discuss the value chain as it relates to the components of international strategy. Then choose a product or service and outline how the innovation, operational, and customer service processes can
1. Explain how the BSC enhances a firm's ability to create a successful global strategy. Then elaborate on how the BSC is most suited to the CRM approach.
Elaborate on the three phases of the Customer Value Development (CVD) model.
Discuss the concept of customer lifetime value (CLV).
Explain customer-oriented process cost calculation.
Assess the strengths and weaknesses of the Calculation of Customer Profit Contribution (CCPC) model.
Discuss the transaction versus relationship approaches to customer value.
5. Consider the last time that you experienced dissatisfaction with a product or service that you purchased. Did you complain? If not, why did you fail to complain? If you did, discuss how your
4. How might the tools of customer retention be utilized in your company or university? Are there any strategies that were discussed in the chapter that would not be feasible for your organization?
3. Explain why an effective customer orientation program must precede a successful customer retention program. What might be possible problems of offering a strong retention program as the first step?
2. Discuss the primary advantages of an effective customer retention program at your company or university.
1. List and elaborate on the importance of the five categories of causes of commitment.
Describe the process and the benefits of CHAID for improving customer retention.
Elaborate on the importance of an effective complaint management system.
Describe the benefits of creating customer clubs and customer cards.
Discuss methodologies for achieving customer retention.
Elaborate on the advantages of customer retention.
Describe the five categories of the causes of commitment.
Understand the difference between being constrained and being loyal.
6. Using the eight phases of a customer satisfaction study, discuss how such a study could be implemented successfully in your company or university.
5. How has the understanding of customer satisfaction expanded since Albert O. Hirschman's famous book, Exit, Voice, & Loyalty first appeared in the 1970s?
4. Using the CSD model, discuss how the four different customer types (faultfinders, travelers, convenients, and pushers) are influencing the standards of service in the banking, automotive, and
3. What are some suggested strategies for a firm to best alleviate customer losses due to the variety-seeking phenomenon?
2. Provide some examples when the level of service that you received was less than your expectations. What led to the level of experience being less than what you desired? What was the result of your
1. How is customer satisfaction defined at your company or university? Describe how customer satisfaction can be best measured at your organization.
Distinguish between the two subjective forms of customer satisfaction measurement.
Discuss the eight phases of a customer satisfaction study.
Explain the advantages of a continuous customer satisfaction study for an organization.
Discuss how Contrast Theory and Assimilation Contrast Theory relate to Cognitive Dissonance.
Elaborate on the theory of Cognitive Dissonance.
Discuss the different levels of customer satisfaction utilizing the Customer Satisfaction Development Model.
Differentiate between the 'should' and 'is'factors of customer satisfaction.
Understand the importance of customer satisfaction to company performance.
4. What suggestions for improvement do you have for future studies of this sort at Asia World Bank?
3. What are your recommendations as to the implementation of improvement initiatives based on the results of these studies?
2. What important information can you learn from these studies in terms of areas of future strategic focus for Asia World Bank?
1. Summarize the findings of both the Kano model survey and the QFD (House of Quality) survey. Does there appear to be an alignment with the customer attribute preferences and the service
5. How can your organization's definition of quality most accurately be revealed? What are some common pitfalls associated with defining quality?
4. How might QFD and the House of Quality be utilized to improve customer quality at your organization?
3. How would be the most reliable way to implement the Kano model in your firm or university? What improvements might result from its implementation?
Quality Aspect Auto Bank Grocer Friendliness of employee Speed of transaction processing Zero defects—billing process Zero defects—product performance Low cost relative to competition Wide array
2. Utilizing the Kano model, consider which of the features below would be considered basic, performance, and thrill standards for your automobile, your bank, and your grocery store:
1. Discuss the strengths and weaknesses of quality-oriented definitions from the perspective of the manufacturer, the customer, and the competition.
Briefly outline the ten areas of the House of Quality.
Elaborate on the four planning phases of the Quality Function Deployment (QFD).
Discuss the importance of Quality Function Deployment (QFD) in improving the quality of a product or service.
Understand how the results of the Kano model are interpreted.
Elaborate on the components of the Kano model.
Define the multiple dimensions of quality.
6. How might a customer-oriented renumeration system be implemented at your firm? What changes to your current incentives would be necessary for this to occur?
5. From both a cost and quality of service standpoint, what are the strengths and weaknesses of establishing a call center for handling direct customer inquiries?
4. Compare and contrast the different technological methods of achieving customer orientation. Which of these methods could be used to enhance customer orientation at your firm or university?
3. Considering the international strategies discussed in Chapter 1, discuss the benefits and shortcomings of each strategic alternative when considering creating an environmental of customer
2. Assume that you are in charge of hiring at your firm or university. What specific questions would you consider including in your interview process in order to obtain the most customer-oriented
1. Discuss how having satisfied and engaged employees contributes to the overall success of a company. Consider your organization or university when compiling your answer.
Identify the form of organizational structure which is most conducive with customer orientation.
Discuss how decision trees are utilized in the data mining process.
Understand the importance of data mining in a successful customer orientation program.
Compare and contrast the different technological methods of achieving customer orientation.
Understand the best practices of selecting customer-oriented personnel.
Explain the features of a customer-oriented renumeration system.
Discuss the link between employee and customer orientation.
Elaborate on the various factors that influence customer orientation.
5. Briefly discuss the four steps in the CRM chain of effects. Then relate these concepts to your organization or university.
4. Elaborate as to why the three pillars of CRM must be integrated, and why the process is a continuing journey of improvement.
3. How might the implementation of CRM help to achieve each of the components of international strategy?
2. Consider a multinational firm that you believe is following each of the international strategic theories discussed in the chapter. Then discuss the benefits that might be achieved by implementing
1. Discuss the four primary international strategic theories and how each of them compares with respect to achieving local responsiveness and corporate efficiency.
Elaborate on the advantages and objectives of Customer Relationship Management (CRM).
Discuss the three pillars of Customer Relationship Management (CRM).
Elaborate on the primary components of international strategy.
Discuss the pros and cons of international strategic theories.
Identify the primary sustainable competitive advantages.
Understand the global significance of Customer Relationship Management (CRM).
write of the
what is the
4. Implementation of CRM strategy
3. Capture of information and alignment of technology
2. Integration and alignment of organizational processes
1. A customer-management orientation
5. “By focusing referral program efforts only on the high value customers, it is possible for companies to increase their CRV.” Do you agree with this statement? If not, which customer segment(s)
4. Should we invest in building brand value or customer value?
3. What are the important questions companies should think about in order to develop a successful proactive intervention strategy?
2. Discuss the relative importance of the customer acquisition and retention processes from the perspective of customer lifetime value.
1. Consider a multiproduct company and discuss the likely sequence in which the average customer would buy these products. Why do you think an average customer may not be the best way to consider
4. Brand behavior, which is made up of a customer’s repeat-buying behavior (brand loyalty), relationship with other customers of the brand(brand advocacy), and willingness to pay a price premium
3. Brand behavior intention, which is made up of a customer’s intention to purchase a brand(purchase intention) and,
2. Brand attitude, which is made up of a customer’s trust in the brand (brand trust) and a customer’s emotional response towards the brand (brand affect)
Brand knowledge, which is made up of a customer’s awareness of the brand (brand awareness) and a customer’s image of the brand (brand image)
When do we intervene?
Should we intervene?
3. How much is invested in a customer-firm relationship has a larger impact on long-term customer profitability than how the expenditures are invested across communication channels
2. Investments into customer acquisition and retention have diminishing marginal returns.

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