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Exam 21: Customer Relationship Management Crm

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Question 61

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Database elaboration is the addition of information to customer or prospect records for the purpose of better describing or better determining the responsiveness of those customers or prospects.

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Question 62

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Los Angeles Sparks The WMBA's Los Angeles Sparks is an example of a sports franchise adopting a CRM approach to grow its fan base.The Sparks CRM system,provided by software vendor "Smart Button" manages all e-mail promotions sent to fans.Additionally,the Sparks's 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 and ticket holders can give these points to others.The ticket holders can earn extra points by telling Sparks at ticket renewal time who is 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 who 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 Los Angeles Sparks.Suppose that the Sparks management sees six categories of fans at their games.They feel that some people at Sparks games generally fall within one of the following six groups: (1) general sports fans,(2) basketball fans,(3) Sparks fans,(4) general fans of women's sports,(5) fans of opposing teams,and (6) those seeking entertainment.Dividing customer groups down in this manner is termed:

A) customer data mining.
B) customer segmentation.
C) customer targeting.
D) customer positioning.
E) customer centric.

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Question 63

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

Frequent Flyers If you think George Clooney's character in the movie Up in the Air was pure fiction,think again.Clooney portrayed a frequent flyer who enjoyed top-of-the-line perks the likes of which even most "elite" flyers don't experience.That's because he was a member of American Airline's invitation-only ConciergeKey recognition program.Most airlines maintain these unpublished super elite frequent flyer plans,such as Continental's Chairman's Circle and Delta's Executive Partner programs.These programs are reserved for the highest-volume customers in terms of miles flown or highest-value in terms of revenue.You'll have to fly upward of 300,000 miles or spend $50,000 a year to be invited. -Refer to Frequent Flyers.Most airlines have considerable information regarding their frequent flyers,some of which has been purchased from outside vendors.Purchasing information on customers to better describe their needs or to determine how responsive they might be to marketing programs is called:

_____ is used to find hidden patterns and relationships in the customer data stored in the data warehouse.

Updating customers periodically about the status of their orders reinforces purchase decisions.

Response lists are especially important in database creation because past behavior is a strong predictor of future behavior.

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 organization developed a _____ list of donors to receive birthday cards.

The My Coke Rewards program allows consumers to earn reward products and services by registering points they receive by consuming Coke products.The program also allows Coca-Cola to collect information about consumers that the company can use to optimize profitability,revenue,and customer satisfaction.The My Coke Rewards program is an example of a(n) _____ program.

Que Rica VidaGeneral 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.The Que Rica Vida magazine and Web site are targeted to a specific group of customers: newly acculturated Latina moms.This is an example of:

In a speech,David Poirier,chief information officer of Hudson's Bay Company,a Canadian retailer,said,"We [Hudson's Bay Company] had all kinds of data in different places.We didn't have a single view of the customer until we focused on finding one method to manage relationships with our customers." Hudson's Bay would use a _____ to profile customer segments for better CRM marketing efforts.

The original idea to get customers to rate and review products on Petco's Web site helped Petco understand who was using their site.Which step in the CRM cycle is this?

When Sony PlayStation users want to access amenities on the Sony Web site,they are required to log in and supply information such as their name,e-mail address,and birth date.They are also given the opportunity to complete a survey that captures much more information about them and their gaming habits.Sony gathers this information and makes it available internally to better serve the customer.This is an example of a company using:

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.

Ford Motor Company has launched an online effort to market its F-Series trucks.It hopes to use its database capabilities to capture valuable data on car buyers.Ford plans on cross referencing new F-Series owners with the database generated from this online campaign to see how many names are duplicated.Ford will use these data to forecast which campaigns have the greatest probability of success.Which of the following methods will Ford most likely use to analyze these data?

The knowledge that the customers who post reviews on Petco's Website are generally women with higher levels of education and income likely came from database enhancement.

Zappos is an online shoe and apparel retailer that promotes the highest quality of customer service by maintaining the importance of each _____,the point at which customer and store personnel exchange information and develop learning relationships.

At its most fundamental level,a CRM approach is no more than:

RFM analysis is used to delete unnecessary or duplicated data.

When Ford Motor Company launched an online effort to market its F-Series trucks,it created a database.One potential problem with the use of this database is: