5. Semester_CRM_A.4

Question 1

How to “Prepare Contacts”?

Answer 1

v

Question 2

How to “Contact execution”?

Answer 2

Question 3

How to “Validate Results”?

Answer 3

Question 4

Operational ways of servicing customers

Answer 4

• transaction management
• customer loyalty management
• complaints management
• retention management
• termination management

Question 5

How to “Transaction Management”?

Answer 5

Question 6

How to “Customer Loyalty Management”?

Answer 6

Question 7

How to “Complaints Management”

Answer 7

Question 8

How to “Retention Management”?

Answer 8

Question 9

How to “Termination Management”?

Answer 9

Question 10

Alternatives of Customer Care Strategies

Answer 10

1. Strategy of trust
   - reducing perceived uncertainity, building trust
2. Strategy of social benefits
   - networking through customer groups -> emotional loyalty
3. Strategy of economic benefits
   - discounts and rewards -> monetary or in-kind benefits
4. Strategy of information
   - customer magazines, newsletter -> satisfy needs for information
5. Strategy of integrating
   - use skills and knowledge of customers for mutual benefits
6. Strategy of individualization
   - customization for customer needs
   - > a customer care strategy may include complementary components

Question 11

What can be integrated into CRM Systems?

Answer 11

• Contact Management
• Sales Management / Responsibilities
• Sales Processes / Workflow Management
• List / Campaign Management (Marketing Campaigns) Reports / Dashboards
• Rights / Permission Management

Question 12

What are components of a Customer Management Information System?

Answer 12

Question 13

Definiton Campaign Management

Answer 13

• Campaign = series of interconnected promotional efforts designed to achieve precise marketing goals
• > Campaign Management = planning, developing, executing & analyzing campaign results

Question 14

Relevance of Campaign Management in CRM?

Answer 14

• adaption to complexity of a customer contact through a plurality of products/services
• use of knowledge from analytical CRM in marketing promotions
• IT systems offers groundwork for planning, running, supervising different campaign processes
• IT systems allow to automate/ integrate parallel individualized marketing campaigns
  (-> promote individual and personalized offers at the right time)

Question 15

What does the Campaign Management Process look like?

Answer 15

1. Campaign planning & development
   - Setting objectives & strategies (Targets, Data source)
   - Identifying customer segments (Target groups)
   - Developing communication strategy (Media, Edition – number of addressees, offers)
   - Campaign budget
   - Testing
2. Campaign execution
   - Implementation & coordination
   - Monitoring & fine tuning
3. Analysis & control
   - Measuring campaign results
   - Response analysis
   - Profile analysis