By integrating customer databases with websites, marketing can be improved and the

benefits of electronic customer relationship management (e-CRM) then include:

a. Achieve mass customisation

b. Targeting more cost-effectively
c. Lower costs
d. Increased depth, breadth, and nature of the relationship
e. All the above are correct

______ is a key e-CRM technique to follow-up a customer when they abandon a shopping
cart to encourage them to buy.

a. Personalisation
b. Reactivation
c. Referral, recommendation or advocacy
d. Retention
e. None of the above

______ is a key e-CRM technique to tailor messages according to stated preferences or

observed buyer behaviour.

a. Retention
b. Reactivation
c. Referral, recommendation or advocacy
d. Personalisation
e. None of the above

In e-CRM, customer retention refers to:

a. a communications strategy with existing customers to deliver messages through e-mail,

SMS and traditional media.
b. delivery of communications offering the next best product (cross-sell and up-sell).
c. tailoring of messages in line with customer preferences and behaviours.
d. monitoring of customer response to inform future messages.
e. All of the above.
In e-CRM, customer acquisition means:

a. identifying the appropriate customers to target.

b. encouraging customers to purchase further products through personalised web and e-mail
communications.
c. attracting customers in the target profile to your website and encouraging them to
opt-in.
d. encouraging customers to purchase more expensive products which may also be in other
categories.
e. None of the above.