Exam 21: Customer Relationship Management (CRM)

Comment on the following statement: "A CRM cycle is a rather simplistic customer service strategy." Is this an accurate statement? Provide an alternative explanation of a CRM cycle.

"Lots of organizations have customer data,but not in a way that's useful," said a speaker at a recent retail marketing conference."Retailers have all kinds of data in different places--they don't have a single view of the customer." The speaker is saying that retailers do NOT use:

Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow their fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all email promotions sent to fans.Additionally,the sparks online fan site keeps fans informed of upcoming games,practices open to the public,team events,and more.The Sparks also instituted their new Home Court Advantage program that awards season ticket holders points for each seat they purchased for the season,that ticket holders can give to others.The ticket holders can actually earn extra points by telling Sparks at ticket renewal time who's getting the seats.At the end of the season,the top three point-givers receive cash prizes.The Sparks organization is gathering information on the ticket holder as well as the people that attend games with the free tickets.As a result,the Sparks have seen a sharp rise in late-season ticket sales this year. -Refer to the Los Angeles Sparks.The Home Court Advantage Program is an example of a _____ program.

Customer lifetime value analysis shows marketers how much they can spend to acquire new customers.

You have decided your business should adopt a CRM marketing approach.You have invested in computer software that captures customer data such as name,address,age,education,and lifestyle characteristics.Now,you find many customers are reluctant to provide you with such information.What are the general consumer concerns regarding this issue,and how could you address these concerns?

The core of the data warehouse is:

Once customer data are analyzed and transformed into usable information,the information must be:

Blood Services As flextime,consulting,telecommuting,and downsizing make it more difficult for people to donate blood at the workplace,Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations.Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February,March,and April.These donors were sent a birthday card with the greeting,"On the anniversary of your life,would you consider saving another's life?" -Refer to Blood Services.The information about past donors is stored in the organization's:

Leah wants to develop a mailing list of people who have participated in bicycle rides for charities.She has offered to purchase a list of last year's Alabama-based Ride for Life,which was held to raise funds for cancer research.Leah is building a(n)_____ list.

Every time Barry orders running shoes from Road Runner Sports,the Web site or the operator on the phone always tries to sell him something in addition to the shoes he ordered,such as socks or other apparel.This is an example of:

When Burpee Gardening company collects relevant information from customers,such as date of last communication with the customer,and how often the customer contacts the company,this is an example of:

A(n)_____ is a collection of data,especially one that can be accessed and manipulated by computer software.

A(n)_____ list generally includes names and addresses gleaned from directories or membership rosters.

Distinguish between a compiled list and a response list.Which is most valuable to marketers?

Que Rica Vida General Mills has created Que Rica Vida magazine,which seeks to build relationships with newly acculturated Latina moms by providing them with culturally relevant lifestyle information and expert advice on the topics of education,holiday occasions,health and wellness,and family-issues of great importance to Hispanic families in America.Each issue normally contains 6-10 General Mills coupons.In addition to the magazine,General Mills also has a Web site of the same name: QueRicaVida.com,as well as a Spanish-language iPad application that provides Spanish-speaking consumers with instant access to more than 900 Latin-inspired recipes. -Refer to Que Rica Vida.To be useful to the whole organization,the data collected by General Mills through their Que Rica Vida initiative must be centralized.This process of centralizing data for a CRM system is termed:

Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products.Volvo would likely have used data mining to locate people who were car enthusiasts and innovators.

Looking to build up its postpurchase relationships,Evans Auto Care recently launched a service whereby customers can sign up to get e-mail service reminders,access information about their vehicles,and receive special promotions.Evans Auto Care is using _____ to enhance its customer relationships.

Many high-end hotel chains award points for every dollar spent in one of their hotels.Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights.This is an example of the leveraging of customer information to:

The Detroit Tigers,a Major League Baseball team,used customer satisfaction surveys of season ticket holders to determine why the number of season ticket holders was declining.This survey was an example of a(n):

Best Buy's Performance Service Plan (PSP)guarantees products against damage and malfunctioning.All initial purchase contact information is kept in the customer database,along with copies of the PSP.If a customer calls Best Buy with a problem,the representative will have access to all this information and can either help the customer or refer him or her to another representative.The availability of this customer information tends to: