CRM Q2 – Flashcards
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Which of the following is considered the company's 'wannabe'?
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Vision statement
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Which of these tools can be used to complete a situation analysis?
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Customer strategy cube & Gartner Group Eight Building Blocks
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The expected output of a business process can be affected by:
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A. A change in the inputs B. A change in the actual activities performed in the process C. A change to the sequence of steps in a process --> D. All of the above
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According to management guru Peter Drucker, ignoring the need to manage change guarantees _______.
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Failure
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A business process within a company is:
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a series of actions that converts inputs into expected outputs or outcomes
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In marketing CRM internally, ___________________ are those individuals that are emotionally and rationally committed to the cause.
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Champions
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A. Current processes B. Current company readiness C. Redesigned or fixed processes D. Little vendor research -->E. None of the above
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It is critical that the implementation of new CRM technology be based on _____________.
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cross-functional
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The new product development process is an example of a ________ process.
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cross-functional
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A horizontal process is also called:
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A. Priorities are usually focused on those actions that will reduce costs and enhance customer experiences. B. Priority should be given to the projects that'll produce quick wins or fast returns and are lower in cost. C. Longer-term priorities prove to be more difficult to implement. D. It's important to have a good mix of projects. -->E. All of the above.
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As part of the CRM strategy, a company must set priorities. Which of the following statements are true about setting priorities?
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Handling customer complaints is a ____________ process.
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front-office
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Handling customer complaints is a ____________ process.
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A. front-office B. customer service C. customer facing D. primary --> E. all of the above
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The first step in identifying the customers of a company is to:
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Take an inventory of all customer data already available in the company
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Some of the significant investments made by companies in CRM implementations are related to:
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A. Information technology B. The development of people C. Process engineering --> D. All of the above
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Internal customers that neither emotionally nor rationally committed to the CRM initiative are called:
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Weak links
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Which of the following is NOT a benefit of CRM to the organization?
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Reaction to process change
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According to the textbook, which of the following is NOT a stage in the implementation of CRM?
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Obtain funding and credit
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The Customer Data Inventory worksheet is used for:
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Collecting all manual and electronic customer data.
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The last stage of change is:
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Acceptance
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Hosted CRM is a common software solution for smaller companies. Which of the following statements best describes the characteristics of hosted CRM?
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A. The software provider maintains the database. B. The CRM database resides on the premises of the software company. C. The CRM user company accesses the database via the Internet. D. It's a more cost effective solution for smaller companies. --> E. All of the above.
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CRM initiatives should set objectives and expected outcomes to __________ during all phases of change.
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A. Measure changes in performance B. Identify the performance improvements C. Identify modifications needed --> D. All of the above
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Which of the following is not a component of a CRM strategic plan?
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Professional career goals of managers
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The success of a CRM project can be significantly attributed to:
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The ability and expertise of the company to manage change
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The Customer Strategy Cube has _____ dimensions, used to analyze a company's current situation.
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Three
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Where we are going BEST describes a ___________.
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Vision statement
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When evaluating vendors and software applications, tools should:
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Include a company's unique functional requirements & Be used as a guide to help evaluate alternatives.
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Unmanaged change ____________ a company's CRM productivity and morale.
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Decreases
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In organizing for CRM projects, _____________ provide strategic guidance and resolve conflicts.
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A governance structure
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The deliverable of the CRM strategy stage can be called _____________.
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A strategic plan document & CRM business case document.
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The second stage of change is:
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Exploration
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John Smith is a Senior VP for Herko Electronics. He is a visionary and change agent. In trying to remain competitive, he has decided to present executive management with the proposal to look into a CRM strategy for the company. The first thing John should do is to:
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Get a better sense of where the company stands today in terms of its customers, channels, and offers.
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CRM projects are normally:
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Cross-functional meaning they affect several functions or departments
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Which of the following is NOT considered a benefit of CRM?
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Privacy
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Which of the following CRM projects areas tends to be neglected and attributed to high failure rates in CRM implementation?
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Change management
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Functional requirements can be defined as:
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The tasks that technology must be able to perform
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A CRM strategy can best be described as ___________.
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A high-level plan that aligns people, processes and technology to achieve customer-related goals.
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Which of the following is NOT a best practice of companies successful at CRM implementation?
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Concentrate training efforts on the technology only
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Which of the following in NOT one of the benefits of CRM implementation?
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A. Sophisticated customer intelligence B. Customer growth C. Increased relationships with customers D. Knowledge of customer behavior --> E. All of the above are potential rewards from CRM implementation.
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Which of the following statements is NOT a CRM vision?
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Our goal is to increase profits by 10% each year.
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The statement "We want to be America's best quick service restaurant chain. We will provide each guest great tasting and reasonably priced chicken in a fast, friendly environment." is an example of a _________.
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Vision statement
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The third stage of change is:
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Resistance
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A business process can best be defined as:
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A series of steps that converts inputs into outputs
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Which of these is NOT a benefit of a CRM vision statement?
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To provide employees with tuition reimbursement and development.
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The first stage of change is:
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Denial
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The CRM project design and planning process is ______________.
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A continuous cycle because things change as you move along.
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In a CRM Strategic Plan, the critical success factors of the company consist of:
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How your company will measure CRM success
