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customer relationship management
Customer Relationship Management 2nd Edition Roger J Baran, Robert J Galka - Solutions
View the Burberry.com website to see how it generates buzz regarding its cutting-edge fashion line Prorsum and how it engages viewers with runway shows and British music groups.
What companies, if any, engage you through social media? Do they do a good job, or can their CRM efforts be improved?
Do you belong to any brand communities? Have they proven valuable?
Have you ever used social media to learn about a company’s products or brands? If so, what was your experience?
Musician Dave Carroll’s guitar was damaged by United Airlines baggage personnel. He was not satisfied with United Airlines’ response to compensate him for damages. He wrote and recorded three songs, each going viral, which have been viewed over 10 million times. View his songs titled “United
Dove’s campaign for natural beauty included the “Dove Evolution” Internet commercial. It was met with numerous parodies, including “Slob Evolution.” View both to gain an understanding of what companies can expect when they place their messages online.
Why has CRM usage in Asia lagged behind that in the United States?
What explains the heavy use of social media in China?
What are BBSs?
What are the characteristics of virtual communities?
How can companies dominate social media channels?
What are the basic features of most social networking sites?
Why must companies be involved with social media in their CRM efforts?
How can social media be used as a channel for CRM?
What is social media?
Why do some organizations choose to use a double opt-in strategy?
What are some of the easiest things a consumer can and should do to protect his or her privacy?
What are the most sensitive and current privacy issues facing consumers?
Why would a consumer knowingly give up extensive personal information?
Create an outline for a generic policy.
Find a children-oriented website. Discuss how it manages privacy issues related to children.
Find a website that has (a) a double opt-in strategy, and (b) a prechecked opt-in component.
Find a recent article on invasive CRM practices and discuss the privacy implications.
Provide several examples of phishing from your own personal experience.
List five retention strategies and give an example of each.
Why are more and more companies switching to brick-and-click or multichannel strategies?
Describe the CRM strategy cycle and the importance of each stage.
Have you had any dealings with a CCC staff that have either strengthened the bond between you and their brand/company or destroyed it?
What type of companies would benefit most from managing migration?
How can a high-fashion retailer use customization and personalization strategies?
Describe a buying situation in which you were successfully cross-sold and a situation in which you were “traded up.”
Does the idiosyncratic-fit heuristic describe any loyalty programs of which you are a part?
Why is CRM a difficult business practice to define?
What is the relationship between customer service and CRM?
Most agree that CRM systems must do what three things well?
CRM systems enable organizations to focus on relationships as opposed to transactions. What is meant by this?
Comment on the correctness or incorrectness of the following statement: “Companies should make it their goal to attract the greatest number of customers. After all, every customer counts, and growing market share is an important measure of success.”
Comment on the correctness or incorrectness of the following statement: “CRM is concerned with managing one’s current customer base and is not concerned with the process of acquiring new customers.”
CRM is said to be the major bulwark used in “defensive marketing.” What is meant by “defensive marketing,” and how does it differ from offensive marketing?
CRM focuses on building relationships. There are actually three types of relationships that exist among acquaintances, friends, and partners. What are the characteristics of each of these types, and what can organizations do to move their customers from acquaintances to partners?
Why are so many companies and organizations developing CRM systems today?
According to Peppers and Rogers, there are four basic steps in CRM to establish learning relationships with your customer. What are these steps? In your answer, be sure to describe what a learning relationship is.
What is the CRM “ecosystem”?
What is multichannel marketing?
What is the difference between a call center, contact center, customer interaction center and customer engagement center?
What are the characteristics and functions of today’s customer engagement center?
Define the following important CRM terms: touch points, 360-degree view, customer lifetime value, customization, personalization, RFM.
It is said that the companies that will benefit most from CRM systems are those that have a “steep skew” and those whose businesses are characterized by “lost for good” rather than “always a share”models. What is meant by “steep skew” and “lost for good”?
Describe any exceptionally good or bad experiences that you have had with company contact personnel in person, over the phone, or over the Internet.
Are there any companies, stores, or brands that you have contact with that you think are interested in establishing a relationship with you as opposed to merely selling you a product or service in single transactions? What characterizes these companies, stores, or brands? What have they done to
Do you belong to any point, loyalty, or frequency programs? Are they effective in maintaining or increasing your business? Do they increase your feelings of loyalty toward the company?
Describe any exceptionally good and/or exceptionally bad company websites.
Some say the origins of CRM are in the concept of relationship marketing. Describe the concept of relationship marketing.
What were the forces that drove marketers to begin to focus so intently on customer relationships?
What led to CRM as we know it today—in other words, what are the roots of CRM?
Mass-marketing techniques worked well for nearly three-quarters of a century. What caused current organizations to change their focus to one-to-one or CRM?
Have organizations experienced success or failure with CRM systems?
CRM has changed as it has developed over time. What are the three phases (or types) of CRM?
Define the customer experience.
What is journey mapping and how can it help the customer experience?
What major challenges do companies encounter when trying to implement a CRM system?
Although still very young, the field of CRM is already being extended both in meaning and practice.How so?
Conduct research on the concept of relationship marketing, and discuss how it has changed the focus of marketers and the field of marketing itself. Compare and contrast the differences between customer-centric marketing and product/brand-oriented marketing.
Conduct research on the two major corporate-wide systems of the 1990s: materials resource planning and enterprise resource planning. Compare and contrast them with today’s CRM systems. Which systems are likely to remain viable over the long term?
Research relational databases and determine why they advanced companies’ ability to integrate customer information.
Contact a company you have a relationship with via multichannels. Contact a competitor in the same industry using the same query and decide which has the better CRM system.
Through research, find an example of a company experiencing success in developing and using its CRM system. Find a company experiencing failure. Compare and contrast the differences in implementation of the two systems.
Through research, find a company or companies that have been able to develop close relationships with their customers via CRM systems. Are their experiences applicable to other companies?
Research examples of companies that have successfully extended their CRM systems to include channel members or partners.
What forces drove marketers to begin focusing so intently on customer and partner relationships?
Describe relationship marketing and its domain.
Relationship marketing is applicable on at least 10 different levels. What are some of these levels?
How does relationship marketing benefit consumers? Companies?
Will relationship marketing benefit every company in its dealings with every customer? If not, which companies would benefit most from relationship marketing efforts?
Trust and commitment are central to successful relationship marketing. What is meant by trust and commitment, and why are they so important to long-term relationships?
In order to build trust, many companies are starting to develop Statements of Purpose. What are Purpose Statements and what is their value?
Is there a difference between relationship marketing and customer relationship management?
It can be argued that marketing is becoming so important that its practice must be decentralized throughout all departments, not just the marketing department. What are some of the causes of this?
How will CRM affect traditional company organization?
Research how direct mail and direct marketing helped influence the creation of CRM.
Companies such as Procter & Gamble have started to organize around customers. What other companies have done so, and what have been their experiences?
We have discussed CRM systems with a focus on a company and its customers. Describe the value of CRM systems between a manufacturer and its:a suppliers;b wholesalers;c retailers;d sales force;e employees.
Develop a list of companies (or types of companies) for which CRM systems would be extremely valuable. Develop a list of companies (or types of companies) for which CRM systems would not have much value. Explain why companies made each list.
How can companies develop social bonds with their customers? How can companies develop structural bonds with their customers?
What companies would classify you as a True Friend? Butterfly? Barnacle? Stranger? What could the companies that classify you as a Butterfly, Barnacle, or Stranger do, if anything, to make you a True Friend?
Companies used to organize and manage around the 4 Ps: product, place, promotion, and price.Today, some suggest that companies should organize and manage around the 4 Cs: customer value, lower costs, better convenience, and better communications. Discuss the causes and the benefits of such a shift
What are the different types of data? Why is having less data sometimes better than having more data?
What are the variables required to perform an RFM analysis?
Explain the differences in types of data across ODSs, DWs, and DMs.
A consumer buys a computer online from Dell.a. What types of data and information would Dell place in an ODS? How long would it be maintained in the ODS?b. What types of information would Dell place in a DW?c. What types of information would Dell put into a data mart? How would they be used?
Explain the difference between predictive analytics and prescriptive analytics. Provide an example of each with the integration of event streaming.
Give an example of how an organization may use household data and individual data as part of its CRM strategy.
Based on your own experience, identify the different touch points that an organization has created for you to interface with it.
Select an organization and attempt to identify aging rules for the data it may have captured on consumers.
Select an organization that you do business with frequently. Based on the data the organization has collected on you, explain what data mining opportunities are available to the organization. Explain how your transaction may flow through an ODS, a DW, and a DM.
Create 250 rows of data in Excel that represent the RFM variables. Randomize the variables. Run sorts per the RFM discussion and break the results into respective cells.
Create a decision tree scenario for an organization.
Create a scenario in which a customer generates data and the organization captures that data, analyzes that data and interacts with the customer, all in real-time.
Loyalty programs have been around for decades. Some are getting old and tired. What are some of the ways companies can liven up their loyalty programs?
Why have loyalty programs—also referred to as frequency, points, or rewards programs become so popular?
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