Exam 20: Customer Relationship Management

SCENARIOS Butterball Turkey In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come. -Refer to Butterball Turkey.By having the customers initiate the communication with Butterball and developing learning relationships between the company and its customers,Butterball was establishing:

SCENARIOS Butterball Turkey In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come. -Refer to Butterball Turkey.As more struggling chefs needed the information provided by the Butterball Turkey Talk-Line,Butterball added more employees.When many consumers expressed an inability to tell when the turkey was done,Butterball developed a pop-up signal that made it easy to tell when the turkey was cooked to perfection.When customers wanted more low-fat meat products,Butterball produced turkey luncheon meats and sausage.Butterball is definitely:

Ford Canada has turned to the Internet to help it stand apart from its competitors in the automotive industry.One Internet ad shows a Ford truck driving out of a forest with its engine roaring and mud splattering on the screen.The wipers come on to reveal the Ford "Built Tough" logo,which then recedes to the side of the screen.The ad directed people to a site (www.ford.ca/builtfordtough)where they could sign up to receive direct mail from Ford.Ford Canada will combine this database with a database of new F-series truck owners to look for significant patterns and trends.Ford Canada will use:

The basic assumption of _____ is that marketing to repeat customers is more profitable than marketing to first-time buyers.

For a catalog retailer,the contact between the customer and the company's order taker would be an example of a touch point.

The way to people's hearts may be through their stomachs,but the marketers at Kraft Foods have decided not to rely exclusively on that maxim to secure the long-term loyalty of its customers.It is also making new product developments through data generated from interaction between Kraft and its customers.In other words,Kraft Foods:

Many high-end hotel chains awards 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 application of one-to-one marketing is an example of:

CRM concerns some Americans because:

For a CRM system to be effective,customer information must be stored in a data mine.

Multinational companies often face difficult problems when pulling together internal data about their customers.

The Shell Company offers a Shell MasterCard,which can be used anywhere an ordinary credit card can be used.Every time the credit card is used,the Shell Company gathers information about consumer buying habits.The Shell Company relies on _____ interactions to gather customer information.

In a CRM environment,_____ is defined as the informal process of collecting customer information through customer contacts and feedback on product performance.

SCENARIOS Butterball Turkey In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come. -Refer to Blood Services.What technique did the organization use to access donor information?

Which of the following statements about a CRM system is true?

SCENARIOS Butterball Turkey In 1981,the producers of Butterball Turkey opened the Butterball Turkey Talk-Line opened.Created to assist struggling chefs with preparing the holiday bird,the Butterball Turkey Talk-Line was initially staffed with six home economists who responded to 11,000 phone calls in its first year.The Butterball Turkey Talk-Line is known as "the granddaddy of all help lines." Today the staff of 45 home economists and nutritionists responds to over 100,000 questions each November and December.In keeping with its history of technological advances,Butterball launched butterball.com in 1995,one of the first consumer Web sites,complete with turkey preparation tips and favorite recipes from the Butterball kitchens.Butterball Turkey's commitment to providing premium products and renowned customer service has prevailed as a long-standing tradition to call on,not just at the holidays,but all year long.Butterball has maintained a prominent position on America's holiday tables,a position it is designed to hold for,undoubtedly,many years to come. -Refer to Blood Services.The organization developed a ______ list of donors to receive birthday cards.

How can a company measure its success at implementing customer relationship marketing (CRM)techniques? How does empowerment influence CRM marketing?

The first step in establishing a customer relationship management (CRM)cycle is to acquire and capture all relevant information about existing and potential 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?

A(n)_____ is a central repository for data from various functional areas of the organization.These data can be shared by all of the organization's departments.

When Amazon.com asks visitors to its Internet site to create wish lists and then invites them to send the lists to people who may be planning on buying them a present soon,it is relying on Web-based interactions to help it learn about its customers.