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customer relationship management
Customer Relationship Management 2nd Edition Ed Peelen - Solutions
Indicate three differences between the internet and a closed computer network for a company.
Think of four technical measures which could be used to shorten the access time for customers calling a call centre.
Voice processing has its proponents as well as its opponents. Both sides are capable of shedding light on the pros and the cons from the perspective of the customers as well as the supplier.(a) Name two advantages of voice processing for the customer as well as the supplier.(b) Name two
If too many companies send unsolicited e-mails to companies and consumers, this effective communication tool can gain an unfavourable reputation and its efficiency can suffer as a result. What can you do as a commercial company to prevent this from occurring with your customers? Illustrate your
In which sorts of real-life situations do you consider the chance for a successful application of a semi-automatic e-mail answering function to be high? Give four examples.
Name five measures that you could take to improve the quality of telephone contact.
Contact a number of different service providers in a specific market and compare the quality of their contact centres.
The quality of capacity planning is a direct influence on the contact centre’s availability. What are your recommendations to a contact centre manager who is unable to make an accurate prediction of the size and composition of the in- and outbound message traffic via the telephone and the
What are the five subjects to which a contact centre manager at an organisation that employs a CRM strategy must pay special attention in order to be able to conduct an efficient and effective dialogue with customers? Substantiate your answer.
Name four reasons for the growth in the size and complexity of the work performed in contact centres.
Under what circumstances would you choose outsourcing for the contact centre?
Do you consider a contact centre belonging to a company that implements a CRM strategy to be more of a cost centre than a profit centre? Explain your answer.
What type of message traffic between customer and supplier do you consider to be particularly suitable for processing in the contact centre? Explain your answer.
For an organisation implementing a customer intimacy value discipline, what are the most important performance indicators on a website?
Visit a website of your choice and try to see to what extent it is personalised.
Why do the logistical costs of online transactions for the first and third distribution forms in Table 15.1 (from the warehouse and from the satellite) hardly differ from the second distribution form (delivery from the store)?
Visit of a website of your choice and evaluate the design of the website. What recommendations do you have for improving the design?
In what way can traffic to a website be generated? For a supplier of your choice, describe the methods they apply to generate traffic.
How could a producer of consumer durables best start a user community around its product?
People might express themselves more extremely on the web, in a positive or a negative way. What advice would you give organisations on the way they should deal with critics?Give four tips and provide reasons.
For an organisation of your choice, describe how they can involve consumers in the marketing of products or services during different phases of the relationship.(a) Describe in what way co-creation can take form during the orientation, selection, buying and after sales phase.(b) Also show how
In viral marketing campaigns organisations can use films that will be edited by customers.They can give the video their own ‘look and feel’. What is an advantage and what is a disadvantage of consumers editing the original film?
Look for illustrations of web 2.0, web 3.0 and web 4.0.
Indicate whether you agree or disagree with the following statement: In transactional sales situations the personal sales agents will be obsolete ten years from now. Please explain your answer.
What would it take to make sales play a proactive role in the development, deployment and usage of sales information systems?
Rewards systems are an instrument to steer sales performance into a desired reaction. Explain how rewards systems can lead sales people to display anything but the desired behaviour.Use an example to illustrate your answer.
What are the main differences in performance measures that are used for each of the three sales approaches?
Under which circumstances might the explicit detailing of sales processes become detrimental to sales success?
Figure 14.2 states that most sales organisations are in a sort of no-man’s land. What explanation can you provide?
What difficulties can be encountered if an organisation choses to develop a more consultative sales approach as a counter-reaction to increased commoditisation of its products? Use an example to illustrate your answer.
What are the main differences between the transactional, consultative and strategic sales approach? Illustrate each approach with one example.
Why is there a risk of transactional selling in leverage purchasing situations?
Sales people often claim the deal gets closed because they have been able to create a personal preference or favour with the customer. Are they wrong or can this statement be correct?Please justify your answer.
In what way does a mail-order house attempt to generate new business through the utilisation of multichannels? Conduct a small-scale study and describe and evaluate which new IT-supported channels a certain mail order firm has chosen to develop over the past five to ten years.
Stimulating customers to use desired channels is a part of what we call the navigation issue.It is a matter that requires optimisation and is actually referred to as a pinball-machine. The customer is the ball and the goal is to score as many points as possible. How do you evaluate this analogy and
What performance indicators would you use in a multichannel environment where the contact centre is responsible for lead generation, sales and customer service, where the internet supports all phases of the customer buying cycle and the sales function is used purely to generate leads and ‘close
What channel conflicts can you think of between telephone, the internet and the direct sales channel?
What makes it difficult to organise the efficient and effective use of channels to combine a seamless customer experience, accessibility and good financial performance?
Explain what is meant by the ‘click, call, face’ model.
The challenge in many multichannel innovation programmes is to combine goals that appear to conflict. Lowering costs while improving accessibility and increasing the customer experience.Think of four examples or ways to achieve this. Briefly explain each.
When determining the current multichannel strategy, one can anticipate future requirements by looking at lead users or younger customers. Take a random organisation that you know and look at how it should adapt its channel mix to reflect the behaviour and customer experience requirements of young
What might be the reasons organisations are very careful to adjust their multichannel environment?Name at least three and explain them.
Many companies develop channels in isolation. They set them apart from all other channels.The internet is very often a separate department. What might be the reasons that companies do this? Name at least four and give reasons.
Devise methods that a specific organisation may use to surprise, appreciate, inform and activate customers within the framework of the relationship policy.
What is an easy method for determining what stage a specific relationship is in?
What type of possible relationship exists between the quality of the customer database and the existence of a low point in the relationship during the growth phase?
Creating a distinction between the communication and service levels of so-called gold, silver and bronze customers can lead to irritation among customers. How can this be prevented?In your opinion, how should a company handle this situation?
examines customer knowledge. Distinctions are made in that chapter between the customer as buyer, user and person or organisation. Can you see the possibilities of dividing the customer database into type of person or organisation? Can this categorisation replace one that focuses on profit
Chapter
Some companies do not categorise into customer groups but instead make a distinction between groups on the basis of the effects that can be achieved within them. In this way, the potential profitable non-customers (see Figure 12.3) will be identified as a target group where the penetration and
What criticisms can you offer for categorising customers into groups according to their current and/or potential profit contribution?
In Figure 12.3 a distinction is made between customers and non-customers. It is suggested that certain indicators can be used to segment non-customers in the same way as customers for whom an extensive profile has been developed.(a) Provide an example to illustrate this method.(b) Indicate which
Why is it so important for the first requirement in designing the relationship policy to be the improvement of the size and quality of the customer database? Explain your answer.
Create a pricing structure for a publisher of loose-leaf magazines which has chosen to offer its content via various channels. Remember that the publisher previously sold its magazines exclusively on a subscription basis.
Which recommendations would you give to Amazon.com to help it realise a price premium programme for loyal customers?
Why is the application of revenue management necessarily and by nature connected to the existence of capacity restrictions?
Formulate the outlines of a precision pricing policy for a four-star hotel in your country’s capital designed to accommodate business guests as well as tourists from all over the world.Explain your answer.
How does IT make it possible to implement a precision pricing policy?
What limits the applicability of mass customisation?
What are the different forms of mass customisation identified by Gilmore and Pine? Think of your own example for each form.
In order to realise the ‘long tail’, in many cases one needs to activate and facilitate the second-hand market. Please indicate why this is important and what the consequences are for the marketplace as a whole.
The unique personal customer experience takes place in surroundings where consumers are not alone, but with others. The social and physical context has a huge influence on the product or service experience. Illustrate this with one example.
Krishnan and Prahalad state that striving for mass customisation does not offer a prospect for future lasting competitive advantage. It is characteristic of these organisations to compete against others and narrow their scope to the existing market rather than exploring opportunities to improve the
Management teams can be created (Figure 10.3) which are responsible for the development and distribution of knowledge throughout several areas. Formulate ten such teams for an organisation with a CRM-strategy and CRM-system. Indicate whether you would select team leaders from the operations or from
Determine what the ideal learning organisation would look like for an organisation with a CRM strategy and CRM system.
In an organisational context, there are several factors that often hinder learning. Name and illustrate five of these.
Statement: in experiments it is recommended that only parts of the marketing approach be changed, because the effects can otherwise not be attributed to the stimuli.(a) Do you agree or disagree with this statement? Justify your answer.(b) Discuss the effect of selecting only a limited number of
In experiments, different relationship policies can be tested. Think of five experiments you would consider and highlight what knowledge or insight they help you build.
Develop an overview for an imaginary company in which you highlight the essential relationships between life-time value at one end and marketing activities and expenses at the other.
What criticism can you give to Buford’s customer value calculation?
Life-time value is often calculated per so-called year-echelon (per segment). What would be the explanation for this?
Why is it difficult to attribute internal expenses to individual customers?
What does the height of the discount rate for interest depend on?
What limitations are associated with the outcomes of a cross-sell analysis made using historical data?
Why will only the business rules found on the drawn curve in a Pareto analysis be used to select the people to be approached for a cross-sell activity?
Will a deep-sell analysis proceed according to the same pattern as the cross-sell analysis outlined, or do you expect differences? Substantiate your answer.
Under what circumstances will deep-selling produce a more economically desirable result than cross-selling? Explain your answer.
Give a description of deep-selling.
How can the outcomes of a retention analysis be used in a marketing campaign?
Why should the retention model developed for active customers be different from that for passive customers?
Why is it important when performing a retention analysis to include just as many ‘quitters’ as‘stayers’ in the data set? Explain your answer.
The quality of the retention model to be developed is, to a great extent, dependent upon the variables to be included. In your opinion, which considerations play a role in the creation of these types of variables and the final set of variables?
Banks have very few customers who end the relationship. People are generally not quick to close a current account. Does this mean that a retention analysis for a bank is of little use? Or do you see potential for a (variation ona) retention analysis? Explain your answer.
Describe how a response gain chart can be used to make a selection of people and organisations which are to be approached with a marketing activity within the scope of a campaign.
Three techniques have been mentioned frequently for the purposes of compiling the list for a marketing campaign.(a) What are the disadvantages associated with segmentation created on the basis of an RFM analysis in the context of a CRM strategy?(b) Do these same disadvantages apply to the CART and
How can results from qualitative research be used to enrich the profile of individual customers?
What differences in segmentation arise between the business and the consumer markets?Explain your answer.
Select a market and describe the path you would like to take to arrive at segmentation for strategic marketing objectives.
What limitations will the marketer continue to encounter, even in an organisation with professional analysis capacity, in expanding customer knowledge through data analysis? Explain your answer.
Explain how neural networks work.
What is the difference between statistical and data-mining techniques? When might the latter be advantageous?
What is the purpose of the distinction made between a training and a validation set?
Indicate in what way a tour operator might measure the booking behaviour of its customers.
Which phases in the analysis process in particular require the marketer’s contribution?
Describe the analysis process involved in setting up a retention analysis.
Name four typical analysis topics within the framework of a CRM policy to be implemented.
How can the collaboration between data analysts, database managers (insofar as these do not also take on the task of analysis themselves) and marketers be improved? Suggest a number of creative measures.
The traditional shopkeeper who still maintains personal contact with their customers is considered to have more (implicit) knowledge of their customers than the CRM manager with expensive software and databases at their disposal.(a) Do you agree with this statement? Substantiate your answer.(b) In
How does the European Personal Data Protection Act influence how external data may be used (see also Chapter 5)?
Motivaction is a market research firm that provides data with which the customer may be further profiled as a person, instead of as a buyer and user. Name three advantages and three disadvantages associated with these data. Answer the question from the point of view of a company of your choosing.
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