Test Bank Answers Chapter.11 Customer-Centric CRM

Business Driven Technology, 8e (Baltzan)

Chapter 11 Building a Customer-Centric Organization—Customer Relationship Management

1) Customer data management is a means of managing all aspects of a customer's relationship with an organization to increase customer loyalty and retention and an organization's profitability.

2) Customer relationship management is a means of managing all aspects of a customer's relationship with an organization to increase customer loyalty and retention and an organization's profitability.

3) The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its suppliers.

4) List generators fall under the category of the sales department's CRM tools.

5) Contact management falls under the category of the customer service department's CRM tools.

6) Call scripting falls under the category of the sales department's CRM tools.

7) Customer service and support (CSS) is a part of operational CRM that automates service requests, complaints, product returns, and information requests.

8) Opportunity management CRM systems target sales opportunities by finding new customers or companies for future sales.

9) Opportunity management CRM occurs when a website has stored enough data about a person's likes and dislikes to fashion offers more likely to appeal to that person.

10) Call scripting occurs when a customer service representative answers customer inquiries and solves problems by email and chat.

11) Call scripting systems gather product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

12) Web-based self-service systems allow customers to use the web to find answers to their questions or solutions to their problems.

13) Click-to-talk functions allow customers to click on a button and talk with a representative via the Internet.

14) CRM predicting technologies help organizations identify their customers across other applications.

15) CRM analysis technologies help organizations segment their customers into categories such as best and worst customers.

16) CRM predicting technologies help organizations predict customer behavior, such as which customers are at risk of leaving.

17) Analytical CRM supports traditional transactional processing for day-to-day front-office operations or systems that deal directly with the customers.

18) Operational CRM supports back-office operations and strategic analysis and includes all systems that do not deal directly with the customers.

19) List generators compile customer information from a variety of sources and segment it for different marketing campaigns.

20) Campaign management systems guide users through marketing campaigns by performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis.

21) Up-selling is selling additional products or services to an existing customer.

22) Cross-selling is increasing the value of the sale.

23) Call scripting systems gather product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

24) Uplift modeling is a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

25) Uplift modeling gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

26) Call scripting systems offer a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

27) Website personalization occurs when a website has stored enough data about a person's likes and dislikes to fashion offers more likely to appeal to that person.

28) Analytical CRM provides customer segmentation, which divides a market into categories that share similar attributes such as age, location, gender, habits, and so on. By segmenting customers into groups, it becomes easier to create targeted marketing and sales campaigns, ensuring that you are not wasting resources marketing products to the wrong customers.

29) Automatic call distribution routes inbound calls to available agents.

30) Interactive voice response directs customers to use touch-tone phones or keywords to navigate or provide information.

31) Predictive dialing automatically dials outbound calls and forwards answered calls to an available agent.

32) Interactive voice response routes inbound calls to available agents.

33) Automatic call distribution directs customers to use touch-tone phones or keywords to navigate or provide information.

34) Interactive voice response automatically dials outbound calls and forwards answered calls to an available agent.

35) Supplier relationship management (SRM) focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects.

36) Partner relationship management (PRM) discovers optimal sales channels by selecting the right partners and identifying mutual customers.

37) Employee relationship management (ERM) provides web-based self-service tools that streamline and automate the human resource department.

38) Employee relationship management focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects.

39) Supplier relationship management discovers optimal sales channels by selecting the right partners and identifying mutual customers.

40) Partner relationship management provides web-based self-service tools that streamline and automate the human resource department.

41) Which of the following is not a valid way that a CRM system can collect information?

A) Accounting system

B) Order fulfillment system

C) Inventory system

D) Customer's personal computer

42) What occurs when a website can know enough about a person's likes and dislikes that it can fashion offers that are more likely to appeal to that person?

A) Operational CRM

B) Analytical CRM

C) Website personalization

D) List generators CRM

43) Which of the following is not one of the three phases in the evolution of CRM?

A) Reporting

B) Analyzing

C) Processing

D) Predicting

44) What helps an organization identify its customers across applications?

A) CRM reporting technologies

B) CRM analyzing technologies

C) CRM processing technologies

D) CRM predicting technologies

45) What is an organization performing when it asks questions such as "why was customer revenue so high"?

A) CRM reporting technologies

B) CRM analyzing technologies

C) CRM processing technologies

D) CRM predicting technologies

46) Which of the following operational CRM technologies does the sales department typically use?

A) Campaign management, contact management, opportunity management

B) Sales management, contact management, contact center

C) Sales management, call scripting, opportunity management

D) Sales management, contact management, opportunity management

47) Which of the following operational CRM technologies does the marketing department typically use?

A) Contact center, web-based self-service, call scripting

B) Contact center, cross-selling and up-selling, web-based self-service

C) List generator, opportunity management, cross-selling and up-selling

D) List generator, campaign management, cross-selling and up-selling

48) Which of the following operational CRM technologies does the customer service department typically use?

A) Contact center, web-based self-service, call scripting

B) Sales management, contact management, opportunity management

C) List generator, opportunity management, cross-selling and up-selling

D) List generator, campaign management, cross-selling and up-selling

49) What compiles customer information from a variety of sources and segments the information for different marketing campaigns?

A) Campaign management system

B) Cross-selling

C) Up-selling

D) List generator

50) What guides users through marketing campaigns performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis?

A) Campaign management system

B) Cross-selling

C) Up-selling

D) List generator

51) What is McDonald's performing when it asks its customers if they would like to super-size their meals?

A) Campaign management

B) Cross-selling

C) Up-selling

D) Down-selling

52) Which of the following represents sales force automation?

A) Helping an organization identify its customers across applications

B) Selling additional products or services to a customer

C) A system that automatically tracks all of the steps in the sales process

D) Selling larger products or services to a customer

53) What automates each phase of the sales process, helping individual sales representatives coordinate and organize all of their accounts?

A) Sales management CRM systems

B) Contact management CRM systems

C) Opportunity management CRM systems

D) All of these

54) What maintains customer contact information and identifies prospective customers for future sales?

A) Sales management CRM system

B) Contact management CRM system

C) Opportunity management CRM system

D) Sales force automation CRM system

55) What targets sales opportunities by finding new customers or companies for future sales?

A) Sales management system

B) Contact management system

C) Opportunity management system

D) Sales force automation system

56) Which of the following was one of the first CRM components built to address the issues that sales representatives were struggling with the overwhelming amount of customer account information they were required to maintain and track?

A) Sales management system

B) Contact management system

C) Opportunity management system

D) Sales force automation system

57) What is the primary difference between contact management and opportunity management?

A) Contact management deals with new customers, opportunity management deals with existing customers

B) Contact management deals with existing customers, opportunity management deals with existing customers

C) Contact management deals with new customers, opportunity management deals with new customers

D) Contact management deals with existing customers, opportunity management deals with new customers

58) Which of the following provides customer service representatives to answer customer inquiries and respond to problems through a number of different customer touch points?

A) Contact center

B) Web-based self-service

C) Call scripting

D) Website personalization

59) What allows customers to use the web to find answers to their questions or solutions to their problems?

A) Contact center

B) Web-based self-service

C) Call scripting

D) Website personalization

60) What accesses organizational databases that track similar issues or questions and automatically generate the details to the representative who can then relay them to the customer?

A) Contact center

B) Web-based self-service

C) Call scripting

D) Website personalization

61) What is automatic call distribution?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent

B) Directs customers to use touch-tone phones or keywords to navigate or provide information

C) A phone switch routes inbound calls to available agents

D) All of these

62) What is interactive voice response (IVR)?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent

B) Directs customers to use touch-tone phones or keywords to navigate or provide information

C) A phone switch routes inbound calls to available agents

D) All of these

63) What is predictive dialing?

A) Automatically dials outbound calls and when someone answers, the call is forwarded to an available agent

B) Directs customers to use touch-tone phones or keywords to navigate or provide information

C) A phone switch routes inbound calls to available agents

D) All of these

64) What is a contact center or call center?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone.

B) A system that allows customers to use the web to find answers to their questions or solutions to their problems.

C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer.

D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products.

65) What is web-based self-service?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone

B) A system that allows customers to use the web to find answers to their questions or solutions to their problems

C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer

D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products

66) What is call scripting?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone

B) A system that allows customers to use the web to find answers to their questions or solutions to their problems

C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer

D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products

67) What is uplift modeling?

A) A place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone

B) A system that allows customers to use the web to find answers to their questions or solutions to their problems

C) A system that gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer

D) A form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products

68) What is a place where customer service representatives answer customer inquiries and solve problems, usually by email, chat, or phone?

A) Contact center

B) Web-based self-service

C) Call scripting system

D) Uplift modeling

69) What allows customers to use the web to find answers to their questions or solutions to their problems?

A) Contact center

B) Web-based self-service

C) Call scripting system

D) Uplift modeling

70) What gathers product details and issue resolution information that can be automatically generated into a script for the representative to read to the customer?

A) Contact center

B) Web-based self-service

C) Call scripting system

D) Uplift modeling

71) What is a form of predictive analytics for marketing campaigns that attempts to identify target markets or people who could be convinced to buy products?

A) Contact center

B) Web-based self-service

C) Call scripting system

D) Uplift modeling

72) What divides a market into categories that share similar attributes such as age, location, gender, habits, and so on?

A) Contact center

B) Customer segmentation

C) Call scripting system

D) Uplift modeling

73) Which of the following is not considered a feature in a contact center?

A) Automatic call distribution

B) Interactive voice response

C) Predictive dialing

D) Automatic predictive dialing

74) Which of the following is a common customer service CRM metric?

A) Number of new prospective customers

B) Number of marketing campaigns

C) Average time to resolution

D) Revenue generated by marketing campaigns

75) Which of the following is a common marketing CRM metric?

A) Number of new prospective customers

B) Average number of service calls per day

C) Average time to resolution

D) Cost per interaction by marketing campaign

76) What is a part of operational CRM that automates service requests, complaints, product returns, and information requests?

A) Cross-selling

B) Up-selling

C) Campaign management system

D) Customer service and support

77) What guides users through marketing campaigns by performing such tasks as campaign definition, planning, scheduling, segmentation, and success analysis?

A) Cross-selling

B) Up-selling

C) Campaign management system

D) Customer service and support

78) What is selling additional products or services to an existing customer?

A) Cross-selling

B) Up-selling

C) Campaign management system

D) Customer service and support

79) What is increasing the value of the sale?

A) Cross-selling

B) Up-selling

C) Campaign management system

D) Customer service and support

80) Which of the following is not a current CRM trend?

A) Partner relationship management

B) Supplier relationship management

C) Employee relationship management

D) Distributor relationship management

81) What focuses on keeping suppliers satisfied by evaluating and categorizing suppliers for different projects?

A) Supplier relationship management

B) Partner relationship management

C) Employee relationship management

D) All of these

82) What discovers optimal sales channels by selecting the right partners and identifying mutual customers?

A) Supplier relationship management

B) Partner relationship management

C) Employee relationship management

D) All of these

83) What provides web-based self-service tools that streamline and automate the human resource department?

A) Supplier relationship management

B) Partner relationship management

C) Employee relationship management

D) All of these

84) Compare operational CRM and analytical CRM.

85) Compare supplier relationship management, partner relationship management, and employee relationship management.

86) Summarize the future of customer relationship management.