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Chapter 12 BITM 330

Small companies do not need expensive CRM software because they know their customers personally (T/F)
False
Small companies like Ruby’s Club need to balance the use of social communication tools like Facebook and Twitter with the community atmosphere of their company (T/F)
True
As more and more people shop online, the importance of personalization in marketing and sales efforts is actually increasing (T/F)
True
Customer relationship management software
Manages email distribution, schedule, billing, and customer information
Customer relationship management is important to all organizations, but it is relevant only to marketing professionals because other professionals, such as accountants, do not ever come into contact with customers (T/F)
False
CRM represents a major break with personal marketing (T/F)
False
Organizational goals for customer relationship management include:
Maximizing revenue stream from a given customer over multiple years
Customer relationship management systems provide the infrastructure to support an organization’s CRM strategy (T/F)
True
High-end customer relationship management systems are designed to process the high volume of transactions for an enterprise with many customers who make relatively small purchases (T/F)
False
Low-end customer relationship management systems are designed for small enterprises that cannot afford more complex systems (T/F)
False
Customer touch points:
Actual physical interactions with customers that take place in store
Store visits, direct mailings, and telephone calls
Internet-based activities such as e-mail, Web Sites, and Twitter
Collaborative customer relationship management systems enable the customer to provide feedback on the product or service (T/F)
True
Collaborative customer relationship management systems enable the organization’s functional areas to share information about the customer (T/F)
True
Customer relationship management is important to organizations because:
-In an Internet-based marketplace, it is very easy for customers to move to a competitor.
-Maintaining positive relationships with customers creates value for the organization
-Data about customers can be located in different functional areas such as accounting and logistics
Operational CRM systems support processes that directly interact with the customer (T/F)
True
In customer-facing applications, customers interact directly with a company representative (T/F)
True
Customer-facing applications are operational CRM systems that can:
-Automate service requests, complaints, product returns, and requests for information.
-Automatically record all of the components in a sales transaction process, including all contacts made with a customer.
-Enable marketers to identify the best customers, manage marketing campaigns, and generate leads for the sales team.
The purpose of analytical CRM systems is to use multiple communication channels, such as the Web, telephone, and Twitter, to support the communication preferences of the customer (T/F)
False
On-demand CRM systems are purchased from a software vendor by an organization and installed on the company’s site so that the system is available whenever the organization needs it (T/F)
False
Mobile CRM systems involve interacting with consumers directly through their own portable devices (T/F)
True
Open-source CRM systems are customizable, but companies have to worry about their quality (T/F)
True
Analytical CRM is:
A system that examines customer behavior and perceptions to provide business intelligence.

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