Customer Relationship Management

Multiple Choice Questions

1.

CRM allows an organization to accomplish all of the following, except:

A) Provide better customer service
B) Make call centers more efficient
C) Complicate marketing and sales processes
D) Help sales staff close deals faster

2.

What is the top CRM business driver?

A) Inventory control
B) Increase revenues
C) Competitive advantage
D) Automation/productivity/efficiency

3.

Which of the following is not one of the CRM business drivers?

A) Inventory control
B) Increase revenues
C) Define information needs and flows
D) Automation/productivity/efficiency

4.

What is operational CRM?

A) Supports traditional transactional processing

B) Supports day-to-day front-office operations
C) Supports operations that deal directly with the customers
D) All of the above
5.

What supports back-office operations and strategic analysis and includes all systems that do not deal
directly with the customers?
A) Analytical CRM
B) Operational CRM
C) Personalization
D) All of the above

6.

Analytical CRM tools can slice-and-dice customer information to create made-to-order views of:
A) Customer value
B) Customer spending
C) Customer product affinities
D) All of the above

7.

What can analytical CRM modeling tools discover?

A) Identify opportunities for expanding customer relationships
B) Identify opportunities for cross-selling
C) Identify opportunities for up-selling
D) All of the above

8.

What occurs when a Web site can know enough about a person's likes and dislikes that it can fashion
offers that are more likely to appeal to that person?
A) Operational CRM
B) Analytical CRM
C) Personalization
D) None of the above

9.

What is the first CRM industry best practice?

A) Define information needs and flows
B) Build an integrated view of the customer
C) Clearly communicate the CRM strategy
D) Implement in iterations

10. Which of the following is not a CRM industry best practice?

A) Define information needs and flows
B) Build an integrated view of the customer
C) Provide better customer service
D) Implement in iterations

11. CRM is ______________.

A) Business centric.
B) Money centric.
C) Profit centric.
D) Customer centric.
12. CRM process begins ________________.
A) after sales.
B) after sales and before sales.
C) after purchase.
D) before sales.
13. Which manager will manage the complete relationship with each customer?
A) Relationship manager.
B) Personnel manager.
C) HR manager.

D) Customer manager.
14. _________ is a evaluation tool that goes beyond financial measures that organization use to
improve process efficiency.
A) PERT.
B) Balance Scorecard.
C) Break Even Analysis.
D) Balance Sheet.
15. For choosing the right CRM strategy __________ is used.
A) Criteria Matrix.
B) Selection Matrix.
C) Choice Matrix.
D) Condition Matrix.
16. __________ gave a frame work for developing quality customer relationship.
A) Hendry.
B) Taylor.
C) Paul Antony.
D) McKinsy.
17. One of the top CRM business driver is___________
A) Inventory control
B) Increase Revenue
C) Competitive advantage
D) Automation
18. For targeted customer contact, _________ of customers are done.
A) segmenting.
B) crossing.
C) combining.
D) mixing.
19.The type of website that engages consumers in interactions that will move them closer to a
direct purchase is known as a______________ website.
A) customer service.
B) interactive.
C) corporate.
D) marketing.

20. Delivering what customers want with hassle-free service and superior value is called
A) service excellence.
B) operational excellence.
C) continuous excellence.
D) improve goodwill.