QUESTION 1

In today's highly competitive business world, it is needless to mention that the need for a retention plan of customers by all organizations is essential because losing customers is a common phenomenon worldwide .Among others, this has led organizations to develop total customer care programmes. With reference to this statement, describe and explain

(i) five reasons why organizations periodically lose customers

(ii) five unethical approaches to build and maintain customer relationship

(iii) five different strategies that you would take into consideration while drawing a strategic plan for building relations

(iv) five guidelines for developing a suitable total customer care programme

QUESTION 2

Marketing managers should realize that managing a customer loyalty program is a dynamic process in which managers must continually reevaluate in an attempt to meet and exceed customers needs. In light of this statement explain briefly the 10 key principles for building customer loyalty programs

QUESTION 3

(i) The four major perspectives of CRM are Strategic, Operational, Analytical and Collaborative. Explain clearly the dominant characteristic of each of these perspectives

(ii) Give four objectives of CRM

(iii) Describe briefly five benefits of adopting CRM

QUESTION 4

(i) What is Customer Relationship Management?

(ii) Give two major differences between CRM and eCRM

(iii) Explain seven main steps that you are going to initiate in order to implement a CRM system?