Part -1:

The goals of CRM include :

- To use technology and human resources to gain insight into the behavior of customers and the value of those customers
- Provide better customer service
- Make call centers more efficient
- Cross sell products more effectively
- Help sales staff close deals faster
- Simplify marketing and sales processes
- Discover new customers
- Increase customer revenues

According to Seybold and Marshak (1998) there are five steps in building IT- supported CRM. These are:

- Make it easy for customers to do business with you.
- Focus on the end customer for your products and services.
- Redesign your customer-facing business processes from the end customer's point of view.
- Wire your company for profit: design a comprehensive, evolving electronic business architecture.
- Foster customer loyalty. In e-Commerce, especially, this is the key to profitability.

Choose an e-commerce website and use it to demonstrate your answers to the following questions :

Question 1

Using a website of your choice, show and explain five (5) tools for Customer Service which can be a part of a CRM software or system.

Question 2

Using a website of your choice, discuss six (6) types of data that a CRM system might collect.

Question 3

Discuss five managerial issues that need to be considered by an organisation's management when procuring a CRM system.

Part -2:

SMART FOOD VENTURE (SFV) is a wholesale company supplying meat- chicken that mainly concentrates around Manjung and few other townships in the state of Perak. Besides supplying to government departments, SFV also compete in the open market business all over the state of Perak. As a commodity, meat-chicken pricing varies and fluctuate on daily basis ranging between 3% to 10% and this reflect a need to have a efficient and accurate price fixing. Due to competition from other suppliers, bargaining and credit control require a lot of time for negotiation to be done through phone calls and this causes high telephone bill. A new E-pasar initiative is suggested to have a SMS- base business negotiation system which would be able to overcome all our daily business routine needs in a "Sell-Buy" environment. By improving the customer service satisfaction, we hope to increase the marketing ability especially with the existing bulk volume customers and also to attract other new business potentials.

From your findings, you concluded the specific requirements of SFV's strategic objective to monitor service levels to achieve excellence were:

• To reduce telephone cost and time for price negotiation.
• Providing 24-hour On-line services for our customers (Price negotiation, Order, Account update).
• Able to provide an excellent service by having a direct price negotiation with the on duty manager at anytime.
• Prepare an acurate and up-to-date order list before the operational begins.

System development criteria:
• Customer registration can only be done from computer terminal to the cuatomer database.
• Daily entry of the input of the commodity price to the computer database by authorized person.
• Customers are provided with a two-way communication with the e- Pasar system; Negotiated price and e-order.
• Daily price negotiation is done between the customer and the marketing manager by phone.
• Marketing manager would be able to change the discount table in the database through SMS so the customer would receive the new negotiated price before an order is made.

• Discount databse entry would be only done through the computer terminal.

There are the following four (4) region of functionality module in the e-Pasar software system proposal:

1. SMS Order Management Module
2. Operation Administration Module
3. Stock Update Alert Module
4. Balance Notification Interface Module

At all stages, the aims were to keep processes and documents simple and clear and to integrate them with existing workflows, documents and contacts whenever possible.
Make your own relevant or needed assumptions in answering the following question based on the above case study scenario.

You are encouraged to use the SQL server 2008 to prepare you answers. You can submit your codes and the database that you created which would be used for higher evaluation.

Question 1

Based on the above case study, prepare a complete set of tables that would be needed to support SFV to develop system that would enable the storage of all the information.

Identify all the important attributes for all the tables that you suggest. Provide a suitable data type for each of attributes to reflect the usability.

Develop a normalized database for all the tables and you should show an example of each of the 1st, 2nd and 3rd normalization process involved for your tables.

Question 2

(a) For each of the tables created in question 1, identify all the primary keys, foreign keys and also any composite keys that would be used to maintenance the database.

(b) Write the SQL commands to be used to create each of the tables that you would included in the creation of the database for SFV. Assume you own constraints and data verifications.

Question 3

Analyse the case study and identify the entire possible user requirement for SVF's daily and monthly operations as described above. List them down as different relationship with possible type of cardinality.

Draw an estimated complete ER diagram that would be able to represent SVF's complete database.

Question 4

(a) Insert some of the appropriate data for each of the tables that you had created in the database. Use the SQL commands to insert 5 different tuples for each of the tables.

(b) Create your own queries (10) that would be used by the SVF's management team to help them in their daily activities of using the database. Use the SQL commands to write your queries and provide the answer from you sample data above.