Customer Relationship Management Quiz

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

• Expansion of the product-development budget

• New accounting software

• A new bonus system for the sales staff

• A “frequent-shopper” program

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

• track customer information.

• help employees perform more efficiently.

• assist business decision making

• increase customer loyalty.

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

• purchases

• touch points

• complaints

• feedback surveys

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

• in stores.

• through the mail.

• online.

• over the phone.

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

• Quality

• Price

• Customer service

• Store location

A main goal of customer experience management is creating

• word-of-mouth promotion.

• innovative technology.

• new products.

• higher employee salaries.

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

• over the Internet

• through the mail

• on the phone

• in stores

One action that an ethical business can take to help build the long-term trust and loyalty of its customers is to do what?

• Maintain detailed information about customers’ transactions.

• Sell its customer list to third parties without permission.

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

• Implement a comprehensive customer privacy policy.

Kemper Corporation continually updates the firewalls on its website to protect its customers’ personal information from theft. What service does Kemper’s actions help build trust with its customers?

• online security

• product tampering

• calculation errors

• physical safety

Which statement is true about customer relationship management (CRM)?

• 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.

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