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National Institute of Business Management
Chennai – 020
EMBA/ MBA
Elective: Customer Relationship Management (Part – 2)
Attend any 4 questions. Each question carries 25 marks
(Each answer should be of minimum 2 pages / of 300 words)
- 1.Explain the key elements of Customer Management.
Answer: More often than not, interactions between today’s multichannel, multidevice consumers and businesses are cross-touchpoint journeys. How can a business orchestrate these journeys so that they are both delightful for the customer and profitable for the business? Based on our experience enabling smart, connected customer journeys for enterprises around the world, we have identified eight essential elements for success.
- Prioritise: If your business is one of significant size, you’re likely serving multiple market segments in which consumers undertake their own unique journeys for doing business with you. Focus on fixing the most common high-value journeys, starting with the most profitable market segments first.
- Humanise: Market segment behaviors can
- 2.Technological progress makes transport marketing and spot buying easier. Explain giving examples.
Answer:
- 3.Explain the stages of a buying cycle.
Answer: So what exactly is a purchasing cycle? Well it’s the steps taken to order and pay for products that a business requires. The purchasing cycle determines the frequency that products are purchased.
Stages of a buying cycle
- The Need: You need to identify that there is a need to update the inventory or stock. You may also need a business service or ad hoc product.
- Specify: Now you need to decide how much and when you want the products or services delivered.
- Requisition or Order: This is when you write the purchase order or requisition order.
- Financial Authority: Before the
- 4.What are the effects of E – business in CRM?Explain.
Answer: Online e-business has completely changed the way companies sell their products. The movement that began in the waning years of the 20th century with books, music and specialty items soon became a torrent of transactions that cover every imaginable good from coffee to exotic cars. Although no authoritative study can say how much is transacted online, it is thought to be measured in the trillions of dollars, as more companies seek ways to join the e-commerce revolution. Along the way, savvy companies have sought to create a customer experience that married this new technology with good, solid customer service.
- Changing Definition of Service: One
- 5.What is Internal Marketing?Explain.
Answer:
- 6.Explain the role of Customer Information.
Answer:
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25 x 4=100 marks