ABDT3523 C5 Operational CRM Quiz

What is the primary goal of Operational CRM?

• To analyze customer data for strategic decision-making

• To automate and improve customer-facing processes

• To conduct market research on consumer behavior

• To develop new products based on customer preferences

Answer explanation

Operational CRM focuses on streamlining customer interactions in sales, marketing, and service. Example: Maybank's online banking system automates transactions to improve efficiency.

Which of the following is NOT a component of Operational CRM?

• Sales Automation

• Service Automation

• Marketing Automation

• Predictive Analytics

Answer explanation

Predictive Analytics is part of Analytical CRM, which focuses on data-driven insights rather than operational efficiency. Example: Grab uses predictive analytics to suggest rides, but its automated promotions fall under Operational CRM.

How does “Single View of Customer” (SVOC) benefit businesses?

• It ensures that only one employee interacts with a customer

• It centralizes customer data across sales, marketing, and service touchpoints

• It prevents customers from switching to competitors

• It increases the number of customer complaints

Answer explanation

SVOC integrates all customer interactions, allowing personalized service. Example: Shopee combines purchase history, payment data, and customer service inquiries to improve customer experience.

Which Malaysian company best demonstrates Marketing Automation in action?

• AirAsia MOVE (formerly AirAsia Super App)

• Proton Holdings

• Astro Malaysia

• Mydin

Answer explanation

AirAsia MOVE automates targeted promotions, loyalty rewards, and flight discounts through AI-driven marketing campaigns.

A company sends automated birthday discount vouchers to its customers via email. This is an example of:

• Sales Automation

• Service Automation

• Marketing Automation

• Customer Segmentation

Answer explanation

Marketing automation personalizes promotions based on customer data. Example: McDonald’s Malaysia sends exclusive app-based birthday deals.

What is an example of Sales Automation in a Malaysian business?

• Touch 'n Go’s eWallet cashback promotions

• Carsome Malaysia’s automated lead management system

• Celcom’s chatbot for customer service

• Tesco Malaysia’s weekly sales promotions

Answer explanation

Sales Automation supports sales teams in managing leads efficiently. Example: Carsome’s CRM tracks customer inquiries and automates follow-ups.

What is the key benefit of Service Automation?

• It helps businesses analyze market trends

• It automates personalized advertisements

• It enables real-time, efficient customer support

• It increases the cost of customer service

Answer explanation

Service Automation reduces waiting time and enhances customer experience. Example: Celcom and Digi use AI chatbots to resolve issues instantly.

Which CRM feature allows businesses to track and forecast sales opportunities?

• Market Segmentation

• Pipeline Management

• Service Automation

• Event-Based Marketing

Answer explanation

 Pipeline management helps sales teams monitor and close deals efficiently. Example: PropertyGuru Malaysia’s CRM tracks property inquiries and follow-ups.

Watsons Malaysia segments customers based on purchase history and offers personalized skincare recommendations. This is an example of:

• Service Automation

• Market Segmentation

• Lead Management

• Proposal Generation

Answer explanation

Market segmentation groups customers based on behaviors to target them with relevant offers. Example: Watsons tailors promotions based on past purchases.

What does an automated Customer Retention strategy typically focus on?

• Acquiring new customers

• Minimizing the number of transactions

• Encouraging repeat purchases and loyalty

• Reducing marketing budget

Answer explanation

Retention strategies keep customers engaged. Example: GrabRewards offers discounts to repeat users.