CUSTOMER RELATIONSHIP MANAGEMENT (CRM) CRM facilitated a two-way exchange between a company and its customers so that the company could better understand its customers' needs. In many ways, information gathered through CRM helped companies anticipate the needs of current and future potential customers. Key trends in e-commerce CRM included adopting Web 2.0 capabilities, exploring product reviews, and increasing conversion rate. Customer Self-Service As products and services became increasingly scommoditised and pressure on price intensified, customer service remained a crucial differentiator and a leading contributor to customer loyalty. For many leading sorganisations in the United States, customer service had gone from being a cost-center department to a significant component of the entire corporate strategy. Because superior customer service often drove up the cost, however, many firms were turning their attention to customer self-service as a win-win balance between companies and customers.9 Advances in technology enabled customers to obtain standard airline services via phone, kiosk, e-mail, or the Internet without human assistance. A Forrester Research study showed that, on average, a U.S. company incurred a US$1 cost for each web self-service transaction, compared to $10 for each email response and $33 for each customer service phone call Adapted from: www.mitsloan.mit.edu QUESTION 1 (30) Customer relationship management (CRM) plays a pivotal role in ensuring that customers remain loyal to a particular brand or organisation. In light of the case study you have read, critically distinguish the various e-CRM strategies that Yunnan Lucky Air should implement in order to gain competitiveness over their rivalsQUESTION 2 (30) Based on your expert understanding of the e-Business Model, critically assess how Yunnan Lucky Air can use an online self-service platform in order to enhance their e-Commerce marketing strategy. QUESTION 3 (30) Part of Yunnan Lucky Air marketing strategy includes promoting repeat purchases from consumers. Give a detailed evaluation of the five key elements of a pricing strategy and advise Yunnan Lucky Air on how to use this approach as part of its value proposition