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2017 TE – Unit Test 1 – Customer Relationship Management

Answer Key

Part A

Answer all (1 x 10 = 10 marks)

1. U1 - The CRM aims to achieve better value exchange for ____________ and _________
a. Employee & Business
b. Business & Employee
c. Customer & Business
d. Customer & Employee

Ans: C

2. U1 - ____________ businesses believe that customers choose products with the best
quality, performance, design or features.
a. Sales oriented
b. Customer oriented
c. Product oriented
d. Production oriented

Ans: C

3. U2 - _____________ CRM approach focuses on automation and improves the processes

customer interaction and customer support.
a. Strategic
b. Operational
c. Analytical
d. None of the above

Ans: B

4. U2 - ______________ CRM is concerned with capturing, storing, extracting, integrating,

processing, interpreting, distributing, using and reporting customer-related data to enhance
both customer and company value.
a. Strategic
b. Collaborative
c. Operational
d. Analytical

Ans: D
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5. U3 - Which of the following model emphasis on CRM vision and strategy?

a. CRM Value Chain model
b. Payne and Frow’s 5-process model
c. The Gartner competency model
d. IDIC Model of CRM

Ans: C

6. U3 - _____________ is referred as corporate memory in Payne and Frow’s 5-process model

of CRM.
a. Customer Value
b. Culture of the company
c. Data repository
d. Brand image

Ans: C

True or False
7. U2 - Strategic CRM is mainly focuses on the development of a customer-centric business
culture.

Ans: True

8. U2 - Allowing Technology to Dominate the CRM Process is a right strategic approach

Ans: False

9. U2 - Analytical CRM customer relationship management facilitates and streamlines

communication with customers, and connects to customer touch points.

Ans: False

10. U4 –Trust and commitment is important part of customer relationship.

Ans: True

Part B

Answer all (2 x 5 = 10 Marks)

11. U2 - Outline any two approaches of CRM with appropriate examples.

1. Strategic
2. Operational
3. Analytical
4. Collaborative
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12. U3 – Discuss in detail the CRM value chain model with neat diagram.

Part C

Answer all (1 x 10 = 10 Marks)

13. U7 – Elaborate Customer life cycle process.