Customer Relationship Management 2nd Edition Ed Peelen - Solutions

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2. Discuss the differences in the analysis of customer loyalty between contractual and non contractual settings.
1. How can we measure a customer’s worth? What factors typically influence a customer’s worth?
5 Long-life customers do not pay higher prices
A strong linear positive association between lifetime and profits does not necessarily exist.5 A static and a dynamic lifetime-profit analysis can exhibit a much-differentiated picture:Profitability can occur for the firm from high and low lifetime customers. We discovered that, for our case at
3. How important is it for a business to have a social media network account on Facebook, Twitter, Instagram, or another popular site? Would there ever be a time a business shouldn’t utilize social media to market, manage their brand or attempt engage with customers?
2. Why might a company like Hokey Pokey choose to market their products across social media networks, rather than traditional channels of advertising? Do you agree or disagree?
1. If you were a business owner, would you choose to participate in a social coupon discount? Why or Why not? How would you ensure your coupon offer did not result in financial hardship, or profit loss?
6. What is meant by «data as currency»?Where does such a development lead in the long-run? What effect does this have on data privacy and transparency of data collection and usage practices?
5. Please explain the phenomenon of the privacy paradox.
4. Please give examples for customers’privacy protective responses and explain the potential consequences for companies.
3. Imagine you are the manager of a U.S.company selling apparel over the Internet. What are the main privacy regulations to be kept in mind when selling to a German customer?
2. The U.S. and Germany reflect two different perspectives of customer privacy regulation. Please state and describe both perspectives and explain their historical and cultural origin.
1. Please explain the role of public media as a driver of customers’ privacy concerns.
7. How can the risks of the shift from goods to services be reduced or eliminated?
6. What are the risks associated with the shift from goods to services?
5. Explain which type of hybrid offering Xerox provides to its customers.
4. Explain the advantages and disadvantages of the different criteria for selecting key accounts.
3. What are the key steps to successfully implementing a KAM program?
2. How can sales managers and senior management support SFA adoption and usage by employees?
1. Describe the benefits of SFA and their linkages.
3. Manufacturers such as Henkel or Procter &Gamble are very detached from end customers. Given the increasing power of retailers, how might they reestablish closer contact with these ultimate customers?
2. Obi, a German DIY supplier, initially sold through franchise stores, but it just opened an online shop in November 2010. The implementation of this additional channel resulted in an unhealthy conflict between Obi and its franchisees, leading to a battle in court. The focal issue was the
1. Discuss, with regard to a firm’s CRM strategy, whether the proliferation of direct channels is just a current trend or if online channels will someday replace traditional channels completely.
5. Explain the advantages and disadvantages of the various campaign budget setting methods.
4. Give examples for key performance indicators for the evaluation of campaign success.
3. Explain the ideas around the concept of campaign testing? Do you think that testing in general will become more important in the future? Why or why not?
Describe how you would go about implementing this campaign.
2. Imagine you are the manager of a chain of 25 seafood restaurants in Virginia.The restaurant has a mainstream positioning. You are planning a campaign to attract new clients and your available budget is $30.000.
1. Explain the three key steps in the management of campaigns.
5 Tests uncover ways to reduce costs.
5 Tests minimize financial risk and avoid costly errors.
5 Tests protect the company’s greatest asset (the customers): By using only small samples with each test you will finally give your customers the proven offer.
5 Testing also stimulates creativity, since it not only provides healthy internal competition but also presents a challenge to the creative team to find ways to beat the control campaign.
5 Testing augments and validates research.
Testing shows real behavior, because it provides a (close to) real environment in which behavior is validated.
5 Does it involve one-stage or several stages?
5 Which promotional media should be used?(television, radio, directs mail, etc.)
5 What should be the promotional p ackage? (creative message, design, materials, etc.)
5 Which promotion type should be used as an incentive? (price-incentives, free samples, coupons, etc.)
5 How much can they afford to spend on the incentive? For example, what is the allowable marketing cost?
5 What are the risk reduction mechanisms?At the same time as marketers look at these elements, they should also be seeking answers to the following questions:
5 What are the payment terms?
5 What is the length of commitment?
5 What is the price?
4. When is the best time? (i.e., When should you schedule the campaign?)
3. How do you get to them? (i.e., What is the communication strategy and offer?)
2. Where should you target? (i.e., What are the channels, and points of contact?)
1. Who do you want to target? (i.e., Who are the targeted customer segments?)
8. What are the ethical issues that surround loyalty programs? Should the gaming industry be allowed to use loyalty instruments for example?
7. Design a loyalty program for your neighborhood gas station. Describe the incentives. Determine the cost structure.Set benchmarks, and evaluate the profitability of the program across possible scenarios.
6. Would low-ticket items (coffee, candy, sodas) benefit from loyalty programs?What kind of incentives might work best?
5. How can you measure loyalty? How does loyalty relate to the profitability of a company?
4. Do companies profit by introducing loyalty programs? Is the success of a company’s loyalty program dependent on its industry category?
3. You are a consultant to a credit card organization that wants to establish a loyalty program. The CEO has just read about how most loyalty programs result in money-losing propositions. How do you alleviate the CEO’s concerns?
2. What are the key objectives of loyalty programs? Which of these objectives provide the strongest competitive advantages?
1. Explain the difference between behavioral and attitudinal loyalty. Provide an example of each.
1. Loyalty programs, in order to stay attractive in the future, need to be joyful, beneficiary and easy-to-use, while offering relevant, personalized and instant rewards (CaptainUp, 2016). The next generation of loyalty programs aims at integrating gamification elements into the reward structure.
3. How far should Starwood push its direct offerings to its program members? How can it discover the boundary?
2. What should Starwood do to attract loyalty program nonusers into the program or find out more about the behavior and preferences of this large group?
1. How can a large company such as Starwood exploit customer data while still safeguarding and respecting customer privacy?
In Sweden, Norway, Finland and Denmark, the Scandinavian region boasts the second highest internet speeds, an average of 16Mbps. By contrast, the United States’average is 14.2 Mbps, but it is the fastest among North, Central and South American countries (Fast Metrics, 2017).
3. In some countries, before CRM can be implemented, considerations about how fast the system runs must be answered. CRM systems can have severe performance issues in certain regions of the world, so it’s important to know what the expected internet latency is for generating data from each
2. Some countries have laws that requires software to be translated in the native language where it is used, which means updating the software to fit the laws of the land where it is being used. This process is called country localization. Microsoft Dynamics AX, for example, is required to format
4. List some of the key uses of marketing databases. Provide an example for each of those• .1. Implementing CRM globally has greater challenges and complexities, including language barriers, and colloquial nuances of doing business. In India, for example, a country with 22 official languages and
3. Assume you are the marketing manager for a local US bank in Texas. Your assignment is to target prospects in Oklahoma(small to medium sized businesses).Go to the website of Axciom (7 http://www.acxiom.com) or Dun&Bradstreet(7 http://www.dnb.com) and determine the cost of obtaining ten variables
2. How are databases classified based on the information they contain? Are these different classes of databases complements or substitutes?
1. What are the various ways to categorize databases?
However, Japanese marketers were more confident in their technology(as compared to other countries), but found achieving a unified customer perspective to be a bigger challenge (Experian, 2015).
2. The level of technology available is closely linked with the deployment of customer databases and the ability to obtain customer-level data and insights. A 2015 study by Experian found that marketers in Spain, France, Australia, and New Zealand identified technology as one of the leading
1. The 7 data.gov website operated by the U.S. government serves as a repository for thousands of datasets on a wide range of topics such as consumers, manufacturing, and finance, among others. At the time of this writing, the website hosts more than 190,000 datasets, all of which are made public
5 Why are they inactive?
5 How they were initially acquired?
5 How much did they spend?
5 What was their purchasing pattern when they were active?
5 How long have they been active?
5 How long have the customers been inactive?
information would be important to document:
How can we deal with uncertainty about the future in our CRM strategy and roadmap?
How do organisations have to adapt their strategy, organisation and commercial approach in order to meet the changing needs of customers? Please illustrate your answer.
What areas will attract most attention in the next few years of CRM? Please illustrate and explain your answer.
Collect several examples (three or four) from your own personal experience as a consumer or business customer of organisations that in your eyes are performing very well in the area of CRM.
Ever since 2005 successes have been reported by organisations. There seems to be an end in sight to the period where failures were reported. What explanation do you have for this upturn or change in CRM fortunes?
How can you increase the local acceptance of a standard CRM package that will be implemented throughout the entire organisation in different countries and divisions? Explain your answer.
Under what circumstances is it profitable to approach CRM projects in a cross-border and/or cross-division manner? Explain your answer.
Name several criteria that a good CRM project description must satisfy. Explain your answer.
Explain how you would evaluate the following method of approach. In order to increase the chance of success of the CRM project in the contact centre, users (agents) are asked about their specific preferences. On the basis of their answers, the demands are then determined for the system. In your
Defining processes represents an important part of CRM projects. On an aggregated level, provide an indication of the processes that you would like to define within an energy distribution company.
Obtaining a long-term commitment from top management for CRM projects is vital.Formulate the so-called ‘elevator pitch’ for a company of your choice. (This is the situation in which you are standing next to the CEO in the lift and have one minute to make your case for the topic and see that it
A comparison of the strategic ambitions and the current situation should provide insight into the direction the development of CRM will take. Indicate how these can differ for companies involved in business-to-business and business-to-consumer sectors with direct or indirect distribution. Provide
CRM systems can be employed for companies which implement an operational excellence strategy. In this case, the demands placed on the CRM system are different from those found in companies which implement a customer intimacy strategy. Indicate the differences between the two in the various areas of
Why do so many CRM projects fail? Name ten reasons and explain your answer.
Describe step by step how a CRM change and implementation project could be designed.
Name five reasons why the implementation of a campaign management system can fail.Substantiate your answer.
of these touchpoints.(b) Create a possible campaign for each contact point.
In the text, references were made to a cruise line. Customers of a cruise line have a large number of ‘customer touchpoints’ with the carrier.(a) Name
Think of three recommendations designed to improve the security of your critical business systems in a multichannel environment.
What are the objections to giving visitors to a website direct access to the legacy systems?
What are the reasons for setting up separate datamarts for call centres and for websites?Substantiate your answer.
What is the difference between a data warehouse and a datamart?
Name three methods which could be used to protect critical company data while still facilitating the interaction between customer and supplier on the internet as much as possible.

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Customer Relationship Management 2nd Edition Ed Peelen - Solutions

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