Questions and Answers of Customer Relationship Management

What data can be made available to help you better understand customers?
3. Does your CRM system provide feedback and improve on the learning from past interactions?
2. Do processes continually align customer needs and customer value with the offer proposition?
1. Do you have systematic testing in place to rationalize product development and marketing spending?
3. Are the processes configured such that the learning from outcomes applies to make process improvements?
2. Are its various processes in the value chain synchronized to maximize value to the customer?
1. Does the company have a clear understanding of the desired value of the target customers?Do its processes produce this value?
4. CRM strategy implementation
3. Information capture and the alignment of technology
2. The integration and alignment of organizational processes
1. A customer management orientation
4. Does the company recognize that customers differ in their needs and in their value to the firm? Is that reflected in its interaction with customers?
3. Does the company attempt to establish win–win relationships with customers?
2. Does the entire organization engage in the implementation of this philosophy?
1. Does the top management subscribe to a customer-centric philosophy, and does it show?
7. Explain what we have learned in the last few years about the satisfaction-loyalty chain?
6. Companies want relationships with customers, but do customers want relationships with companies? Please discuss.
5. Illustrate situations where you think companies are following CRM practices. Point out where they are going wrong.
4. What is the distinction between traditional database marketing and a customer valuebased approach toward database marketing?
3. What makes CRM the preferred approach to marketing in the Information Age?
2. How are CRM activities similar/different from marketing activities? Please discuss.
1. How do you define CRM?
Reactivation of dormant customers
Acquisition and retention of profitable customers
Improvement in profits and ROI
Maximization of revenues
Decrease in costs
How do you maximize the return on marketing investments?
How do you optimally allocate marketing resources to maximize customer value?
How do you measure customer lifetime value?
How do you compute the future profitability of a customer?
How do you link loyalty to customer profitability?
When does it pay to go after customer loyalty?
10. Instantly react to changing market environments.To understand the development toward dataoriented customer value management, it is helpful to take a closer look at the evolution and growth stages
9. Give top managers a detailed and accurate picture. All members of the top management team should be aware of all sales and marketing activities.
8. Manage all business processes. The firm should introduce a central point of control to ensure all business processes are executed in accordance with predetermined, effective business rules.
7. Yield faster and more accurate follow-up.Such efforts include sales leads, referrals, and customer inquiries.
6. Generate and manage campaigns. Companies should provide sufficient flexibility to adapt to changes in customer information or behavior.
5. Automatically and manually generate new sales opportunities. Measures of customer profiles can rely on predefined business rules or contact between a customer and an employee.
4. Personalize. If possible, personalization should span both the service and products offered to each customer to satisfy his or her special expectations.
3. Manage customer cases. This action provides the right person with management control in a planned and transparent manner, ensuring that appropriate responses occur at the proper time.
2. Provide consolidated information across all channels. The entire company must assist in timely and relevant communication with customers, matching their needs with the most appropriate product.
1. Integrate and consolidate customer information.With relevant customer information and client histories, the treatment of a customer remains consistent across contact and service channels.
How can firms optimally allocate marketing resources to maximize customer value?
What is a good measure of customer lifetime value?
How can we compute the future profitability of a customer?
How does loyalty link to customer profitability?
When does it pay to pursue customer loyalty?
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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.
Do you agree with this statement? If not, which customer segment(s) should managers focus on, and why?
5. «By focusing referral program efforts only on the high value customers, it is possible for companies to increase their CRV. »
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
5 Brand behavior: 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 over other
5 Brand attitude: Made up of a customer’s trust in the brand (brand trust) and a customer’s emotional response towards the brand (brand affect).5 Brand behavior intention: Made up of a
5 Brand knowledge: Made up of a customer’s awareness of the brand (brand awareness)and a customer’s image of the brand (brand image).
4. Discuss the effect of a lost customer on a firm. How would you capture and quantify this effect?
3. In the credit card industry, what drivers of profitable lifetime duration would you expect?
2. Discuss the differences in the analysis of customer loyalty between contractual and non contractual settings.
1. How can we measure a customer’s worth? What factors typically influence a customer’s worth?
5 Long-life customers do not pay higher prices
A strong linear positive association between lifetime and profits does not necessarily exist.5 A static and a dynamic lifetime-profit analysis can exhibit a much-differentiated picture:Profitability
3. How important is it for a business to have a social media network account on Facebook, Twitter, Instagram, or another popular site? Would there ever be a time a business shouldn’t utilize social
2. Why might a company like Hokey Pokey choose to market their products across social media networks, rather than traditional channels of advertising? Do you agree or disagree?
1. If you were a business owner, would you choose to participate in a social coupon discount? Why or Why not? How would you ensure your coupon offer did not result in financial hardship, or profit
6. What is meant by «data as currency»?Where does such a development lead in the long-run? What effect does this have on data privacy and transparency of data collection and usage practices?
5. Please explain the phenomenon of the privacy paradox.
4. Please give examples for customers’privacy protective responses and explain the potential consequences for companies.
3. Imagine you are the manager of a U.S.company selling apparel over the Internet. What are the main privacy regulations to be kept in mind when selling to a German customer?
2. The U.S. and Germany reflect two different perspectives of customer privacy regulation. Please state and describe both perspectives and explain their historical and cultural origin.
1. Please explain the role of public media as a driver of customers’ privacy concerns.
7. How can the risks of the shift from goods to services be reduced or eliminated?
6. What are the risks associated with the shift from goods to services?
5. Explain which type of hybrid offering Xerox provides to its customers.
4. Explain the advantages and disadvantages of the different criteria for selecting key accounts.
3. What are the key steps to successfully implementing a KAM program?
2. How can sales managers and senior management support SFA adoption and usage by employees?
1. Describe the benefits of SFA and their linkages.
3. Manufacturers such as Henkel or Procter &Gamble are very detached from end customers. Given the increasing power of retailers, how might they reestablish closer contact with these ultimate
2. Obi, a German DIY supplier, initially sold through franchise stores, but it just opened an online shop in November 2010. The implementation of this additional channel resulted in an unhealthy
1. Discuss, with regard to a firm’s CRM strategy, whether the proliferation of direct channels is just a current trend or if online channels will someday replace traditional channels completely.
5. Explain the advantages and disadvantages of the various campaign budget setting methods.
4. Give examples for key performance indicators for the evaluation of campaign success.
3. Explain the ideas around the concept of campaign testing? Do you think that testing in general will become more important in the future? Why or why not?
Describe how you would go about implementing this campaign.
2. Imagine you are the manager of a chain of 25 seafood restaurants in Virginia.The restaurant has a mainstream positioning. You are planning a campaign to attract new clients and your available
1. Explain the three key steps in the management of campaigns.
5 Tests uncover ways to reduce costs.
5 Tests minimize financial risk and avoid costly errors.
5 Tests protect the company’s greatest asset (the customers): By using only small samples with each test you will finally give your customers the proven offer.
5 Testing also stimulates creativity, since it not only provides healthy internal competition but also presents a challenge to the creative team to find ways to beat the control campaign.
5 Testing augments and validates research.

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