LAP 016

Many people make the mistake of thinking that customer relationship management refers solely to

• people

• processes

• strategies

• technology

Which of the following is an example of a customer relationship management initiative

• A "frequent shopper" program

• New accounting software

• Expansion of the product development budget

• A new bonus system for the sales staff

In the past, customer relationship management was used mainly as a way to

• increase customer loyalty

• track customer information

• assist business decision-making

• help employees perform more efficiently

Customers tend to look at a business as a whole despite the number of __________ they experience

• complaints

• touchpoints

• feedback surveys

• purchases

In the modern business world, a growing number of interactions between businesses and customers are taking place

• over the phone

• in stores

• online

• through the mail

Which of the following is no longer a consideration in customers' buying decisions for many products

• Store location

• Quality

• Price

• Customer service

Our economy has shifted from a service economy to a(n) __________ economy

• experience

• manufacturing

• entertainment

• agricultural

A main goal of customer experience management is creating

• innovative technology

• new products

• higher employee salaries

• word-of-mouth promotion

The main difference between customer relationship management and customer experience management is that CRM focuses on

• the business itself

• product development

• customers

• investors

Having clear customer relationship management goals before putting a program into place helps businesses avoid

• having unsatisfied customers

• purchasing irrelevant technology

• having to lay off employees

• spending any money