Business Management I (Objectives 3.01-3.08)

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.

Which type of customer relationship management software would be

most appropriate for a company that is looking for a more efficient way

to track leads, prospects, and customers?

• personalization technology

• matching engine technology

• campaign prediction software

• sales force automation technology

An important aspect of using technology in customer relationship

management involves:

• providing customers with product information.

• posting customer information on the business's website.

• updating customer information in the computer database.

• allowing employees to have complete access to customer information.

After a sales call, Carlos inputted a summary of the discussion in the

company’s customer relationship management system. What aspect of

customer relationship management is he using?

• automated

• collaborative

• developing

• operational

What is a benefit of using analytical customer relationship management

(CRM) software?

• It can lead to discounts for the customer.

• It aids management in developing financial forecasts.

• It allows management to communicate with clients through various channels.

• It prevents customers from having to repeat themselves when they have multiple interactions with the company.

The MSB Company provides its customers with critical or time-sensitive

product information by sending them alerts or messages through their

cellular phones. What form of technology is MSB using as an element of

customer relationship management?

• dial-up

• wireless

• traditional

• global positioning

Employees who are in contact with customers can reinforce the company’s

service orientation by dressing professionally and:

• maintaining a positive attitude.

• using consensus-building skills.

• referring customer complaints to others.

• offering deep discounts to loyal customers.