1. We know from the case that Bob and Buford have customers from many different segments. They could segment them by sports, business people, regulars, breakfast, lunch, or dinner crowd. How should Jose and explain to the Burleys the advantages of segmenting customers? What types of customer relationship management activities should they implement that would drive business to the restaurant? Explain how those CRM activities would help.

2. Bob is excited about implementing social CRM. Buford is against using social CRM. Who do you agree with and why?

3. As part of their CRM initiative, Buford wants to utilize the “Seven Rs Rule”. Can this truly be part of their CRM program or is it just a nice sounding “slogan”? Explain whether or not it can help as part of the CRM program.