IS Chapter 12

e) touch point
Methods that organizations use to interact with their customers are called:
a) point of presence
b) the CRM point
c) market entry point
d) channel point
e) touch point
b) customer relationship management system
A(n) _____ is software that helps companies acquire and retain customers.
a) enterprise resource planning system
b) customer relationship management system
c) supply chain management system
d) transaction processing system
e) functional area information system
c) Customer-facing CRM
_____ includes those areas where customers directly interact with the company.
a) CRM
b) Analytical CRM
c) Customer-facing CRM
d) Customer-touching CRM
e) Transactional CRM
d) Sales force automation
_____ is the component of an operational CRM system that automatically records all the aspects in a sales transaction process.
a) Inbound telesales
b) Outbound telesales
c) Sales team efforts
d) Sales force automation
e) The customer help desk
b) Customer touching
A check-in kiosk at the airport would be what type of CRM application?
a) Inbound telesales
b) Customer touching
c) Outbound telesales
d) Sales
e) Customer facing
b) Analytical CRM
____ analyze customer data for designing and executing targeted marketing campaigns.
a) CRM
b) Analytical CRM
c) Operational CRM
d) Collaborative CRM
e) Transactional CRM
d) On-demand CRM
_____ is a CRM system that is hosted by an external vendor in the vendor’s data center.
a) Mobile CRM
b) Analytical CRM
c) Operational CRM
d) On-demand CRM
e) Customer-facing CRM
c) it has more functionality than in-house CRM systems
The benefits of open-source CRM include all of the following except:
a) it is easy to customize
b) it is favorably priced
c) it has more functionality than in-house CRM systems
d) updates and error fixes occur rapidly
e) it has extensive support information available
c) Manages e-mail distribution, scheduling, billing, and customer information.
Customer relationship management software
a) Is rarely used in large organizations because these organizations have too many different types of customers with diverse tastes and preferences.
b) Tracks data on activities such as products manufactured, services sold, people hired, and payroll checks generated.
c) Manages e-mail distribution, scheduling, billing, and customer information.
d) None of these are correct.
c) Customer relationship management represents a major break with personal marketing.
Which of the following statements is not true?
a) Customer relationship management is an organizational strategy that is customer-focused and customer-driven.
b) Customer relationship management is a way of thinking and acting in a customer-centric fashion.
c) Customer relationship management represents a major break with personal marketing.
d) Customer relationship management helps companies acquire new customers and retain existing profitable customers.
a) Maximizing revenue stream from a given customer over multiple years.
Organizational goals for customer relationship management include
a) Maximizing revenue stream from a given customer over multiple years.
b) Maximizing profit from current sales to a customer.
c) Maximizing customer churn.
d) All of these are goals for CRM.
d) All of these are touch points.
Customer touch points include
a) Actual physical interactions with customers that take place in a store.
b) Store visits, direct mailings, and telephone calls.
c) Internet-based activities such as e-mail, Web sites, and Twitter.
d) All of these are touch points.
d) All of these.
Customer relationship management is important to organizations because
a) In an Internet-based marketplace, it is very easy for customers to move to a competitor.
b) Maintaining positive relationships with customers creates value for the organization.
c) Data about customers can be located in different functional areas such as accounting and logistics.
d) All of these.
d) All of these.
Customer-facing applications are operational CRM systems that can
a) Automate service requests, complaints, product returns, and requests for information.
b) Automatically record all of the components in a sales transaction process, including all contacts made with a customer.
c) Enable marketers to identify the best customers, manage marketing campaigns, and generate leads for the sales team.
d) All of these.
b) Markets products to customers based on previous purchases (e.g., Amazon recommends books that are similar to previous book purchases).
Cross-selling is a sales strategy that
a) Provides the customer the opportunity to purchase products or services with a higher value than the customer’s original selection.
b) Markets products to customers based on previous purchases (e.g., Amazon recommends books that are similar to previous book purchases).
c) Allows customers to configure the components of the product or service they select (e.g., The Gap allows customers to “mix and match” an entire wardrobe).
d) Uses a customer’s past pattern of buying to influence future purchases (e.g., airlines give various rewards to frequent flyers).
a) Automate service requests, complaints, product returns, and requests for information.
Analytical customer relationship management systems
a) Automate service requests, complaints, product returns, and requests for information.
b) Automatically record all of the components in a sales transaction process, including all contacts made with a customer.
c) Create statistical models to forecast the acquisition, retention, and loss of customers.
d) All of these.
d) All of these.
Analytical customer relationship management systems provide information for
a) Designing and executing targeted marketing campaigns.
b) Product development.
c) Financial forecasting and customer profitability analysis.
d) All of these.
c) A system that examines customer behavior and perceptions to provide business intelligence.
Analytical CRM is
a) An organizational strategy that is customer-focused and customer-driven.
b) An organizational strategy that uses data consolidation and 360-degree view of the customer to communicate information about the customer to all relevant functions.
c) A system that examines customer behavior and perceptions to provide business intelligence.
d) A system that focuses on sales force automation and campaign management.
a) Storefront signage displaying a sale at Target
Which of the following does NOT describe a customer touching CRM?
a) Storefront signage displaying a sale at Target.
b) Customer touch screens to help the shopping experience.
c) FAQ about how to order online at target.com.
d) Personalized Web pages at target.com based on history.
a) Customer interaction centers.
If a customer begins a chat with a target.com representative and ends up on the phone with that person to discuss an issue, this activity has involved multiple _______________.
a) Customer interaction centers.
b) Customer engagement centers.
c) Coupon interaction systems.
d) Company interaction centers.
(a) To enhance financial forecasting and customer profitability analysis.
Which of the following best describes one of the purposes of implementing an analytical CRM system?
(a) To enhance financial forecasting and customer profitability analysis.
(b) To keep records of day-to-day business transactions.
(c) To improve the scalability of the corporate database.
(d) To integrate an organization’s information system with those of its suppliers.
(e) To allow a company to streamline its logistical operations in its supply chain.
(c) Smart phones.
Which of the following is not an essential technology that enable an analytical CRM system?
(a) Data warehouses.
(b) Data mining.
(c) Smart phones.
(d) Business intelligence.
b) On-demand CRM.
Which of the following is most likely to be a cloud-based CRM?
a) Open-source CRM.
b) On-demand CRM.
c) Mobile CRM.
d) Analytical CRM.
d) customer relationship management systems were developed
Over time, the customer relationship with vendors has become more impersonal for all of the following reasons except:
a) people move from farms to cities
b) consumers became mobile
c) supermarkets and department stores proliferated
d) customer relationship management systems were developed
e) the Internet grew rapidly
d) a way of thinking and acting
Which of the following best describes CRM?
a) a process
b) a set of technologies
c) an information system
d) a way of thinking and acting
a) recognizing that there are many customer touch points
Which of the following is an important enabler of CRM?
a) recognizing that there are many customer touch points
b) recognizing the necessity of treating all customers the same
c) recognizing the need for sophisticated CRM information systems
d) recognizing the need for sophisticated customer databases
e) recognizing the need for a data warehouse
e) none of the above – all are touch points
Which of the following is not a customer touch point?
a) telephone contact
b) e-mail
c) Web sites
d) customer visits to a store
e) none of the above – all are touch points
c) a 360-degree view
The complete data on a customer is called:
a) a profile
b) a record
c) a 360-degree view
d) a file
e) a consolidated customer map
b) the organization’s data warehouse
Which of the following is the most important enabler of the 360-degree view of the customer across an organization?
a) the organization’s database
b) the organization’s data warehouse
c) the organization’s CRM systems
d) the organization’s collaborative CRM systems
e) the organization’s analytical CRM systems
b) Collaborative CRM
_____ systems provide interactive communication with the customer throughout the organization.
a) CRM
b) Collaborative CRM
c) Operational CRM
d) Analytical CRM
e) Transactional CRM
b) CRM constitutes a specific use of technology.
Which of the following statements concerning customer relationship management is false?
a) CRM is a customer-driven strategy.
b) CRM constitutes a specific use of technology.
c) Building long-term relationships with customers creates value for the organization.
d) It costs more to bring a customer back from a competitor than it does to keep him or her satisfied in the first place.
e) The basic concept behind CRM is to treat different customers differently.
a) Data consolidation and a 360-degree view mean the same thing
Which of the following statements is false?
a) Data consolidation and a 360-degree view mean the same thing
b) Data about customers in various functional areas were difficult to share.
c) Collaborative CRM systems enable customers to provide direct feedback to the organization
d) CRM systems use a data warehouse to make all customer data available to every unit of the business.
e) Organizations can use blogs for customer input about their products and services.
c) Operational CRM
_____ systems support the front-office business processes which directly interact with customers.
a) CRM
b) Collaborative CRM
c) Operational CRM
d) Analytical CRM
e) Transactional CRM
c) Customer-facing CRM
____ includes those areas where customers directly interact with the company.
a) CRM
b) Analytical CRM
c) Customer-facing CRM
d) Customer-touching CRM
e) Transactional CRM
d) customer-touching CRM
When customers help themselves, often through electronic touch points, this process is called:
a) CRM
b) analytical CRM
c) customer-facing CRM
d) customer-touching CRM
e) Transactional CRM
c) operational CRM
The sales, marketing, and service functions are part of:
a) CRM
b) analytical CRM
c) operational CRM
d) collaborative CRM
e) Transactional CRM
e) customer interaction centers
In _____, company representatives use multiple communication channels to support their customers’ communications preferences.
a) telesales rooms
b) group decision support rooms
c) videoconferencing centers
d) sales team meetings
e) customer interaction centers
b) live chat
Which of the following allows customers to connect to a company representative and conduct an instant messaging session?
a) information help desk
b) live chat
c) customer interaction center
d) teleconference
e) videoconference
e) Cross-selling
_____ is the practice of marketing additional related products to customers based on a previous purchase.
a) Bundling
b) Up-selling
c) Re-selling
d) Additional selling
e) Cross-selling
c) bundling
AT&T sells telephone services that include local and long-distance service, voice mail service, caller ID, and digital subscriber line access to the Internet. This is a form of:
a) up-selling
b) cross-selling
c) bundling
d) customer relationship management
e) customer intimacy
a) up-selling
You are in the market for a small economy car. The salesperson has you drive the economy car, and then hands you the keys to a mid-sized car of the same brand for you to drive. The salesperson is engaged in:
a) up-selling
b) cross-selling
c) bundling
d) customer relationship management
e) customer intimacy
b) Bundling, cross-selling
____ is a form of _____.
a) Up-selling, re-selling
b) Bundling, cross-selling
c) Up-selling, bundling
d) Cross-selling, re-selling
e) Re-selling, additional selling
d) Customer-touching applications
_____ are applications and technologies with which customers interact and typically help themselves.
a) Customer-facing CRM applications
b) Up-selling activities
c) Inbound telesales
d) Customer-touching applications
e) Outbound telesales
b) Customer-touching
A check-in kiosk at the airport is which type of CRM application?
a) Inbound telesales
b) Customer-touching
c) Outbound telesales
d) Sales
e) Customer-facing
c) Frequently asked questions
_____ are simple tools for answering repetitive customer questions.
a) Personalized Web pages
b) Customized products and services
c) Frequently asked questions
d) E-mail systems
e) Automated Section reference 1 systems
e) Shopping cart
Which of the following is not a customer-touching CRM application?
a) FAQs.
b) Loyalty programs.
c) Personalized Web Pages
d) Automated e-mail Section reference 1
e) Shopping cart
d) Analytical CRM
____ systems study customer behavior and perceptions to provide business intelligence.
a) CRM
b) Collaborative CRM
c) Operational CRM
d) Analytical CRM
e) Transactional CRM
b) Analytical CRM
____ creates statistical models of customer behavior and the value of customer relationships over time.
a) CRM
b) Analytical CRM
c) Operational CRM
d) Collaborative CRM
e) Transactional CRM
d) On-demand CRM
_____ is a CRM system that is hosted by an external vendor in the vendor’s data center.
a) Mobile CRM
b) Analytical CRM
c) Operational CRM
d) On-demand CRM
e) Customer-facing CRM