Name: Business Driven Technology 7th Edition By Paige Baltzan – Test Bank
Brand: Test Bank
SKU: 3091
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Business Driven Technology 7th Edition By Paige Baltzan – Test Bank

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

True / False Questions

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.

FALSE
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.

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 11-01 Describe customer relationship management along with its importance to a business.
Topic: CRM

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.

TRUE
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.

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 11-01 Describe customer relationship management along with its importance to a business.
Topic: CRM

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

FALSE
The primary difference between operational CRM and analytical CRM is the direct interaction between the organization and its customers.

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 11-02 Differentiate between operational and analytical customer relationship management.
Topic: Operational and Analytical CRM

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

FALSE
List generators fall under the category of the marketing department’s CRM tools.

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

FALSE
Contact management falls under the category of the sales department’s CRM tools.

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

FALSE
Call scripting falls under the category of the customer service 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.

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

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 11-02 Differentiate between operational and analytical customer relationship management.
Topic: Operational and Analytical CRM

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

TRUE
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.

FALSE
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.

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

FALSE
A contact center or call center provides customer service representatives to answer customer inquiries and solve problems, usually by email, chat, or phone.