Business Management I (Objective 3.01)

Kemper Corporation continually updates the firewalls on its website to

protect its customers’ personal information from theft. Kemper’s actions

help build trust with its customers in relation to:

• online security.

• physical safety.

• calculation errors.

• product tampering.

In the modern business world, a growing number of interactions between

businesses and customers are taking place:

• in stores.

• on the phone.

• through the mail.

• over the Internet.

One action that an ethical business can take to help build the long-term

trust and loyalty of its customers is to:

• send daily opt-in e-mail messages to customers.

• implement a comprehensive customer privacy policy.

• sell its customer list to third parties without permission.

• maintain detailed information about customers' transactions.

Which statement is true about customer relationship management

(CRM)?

• A business has implemented a CRM program if it is providing good customer service.

• A primary goal of CRM is to maximize the long-term value of customer relationships.

• Price is the most important factor in building a long-term buyer-seller relationship.

• Organizational culture has little effect on a customer's experiences with a business.