SECTION C $$ESSAY TYPE QUESTIONS $[25$ MARKS$]$

Answer ALL the questions in this section.

Read the following extract and then answer the questions that follow

Getting to Know Your Customer

The key to good analysis is connecting your customers$$ preferences, behaviours and characteristics

to your business decisions. To increase the benefits of your efforts you need to know your

customers well. Every business has customer data available to use for decision making. Some of

it is anonymous, but much of it is associated with specific customers

While metrics can give you insights and facts to support your decisions, measuring some things

may have a negative impact on your business.

Required

a$)$ What kind of measures you should avoid in your business? Give any four. $(4$ marks$)$

b$)$ How do you allow your business to match your customers' needs with your products and

services? $(5$ marks$)$

c$)$ Differentiate between Business Intelligence System with Customer Relationship

Management. $(6$ marks$)$

Business Intelligence System

Customer Relationship Management

d$)$ Elaborate on the factors that an integrated Customer Relationship Management system can

provide your business with. $(10$ marks$)$