Cuestionario: Understanding Customer Relationship Management — 10 preguntas

1. What is a primary focus of modern Relationship Marketing compared to traditional approaches?

A. Short-term transactional selling

B. Continuous dialogue and personalized, multi-channel engagement

C. Mass marketing to all customers simultaneously

D. Strict product-focused sales techniques

Answer: (B)

Explicación

Modern Relationship Marketing emphasizes ongoing, personalized communication with customers across multiple channels, aiming to build long-term relationships. This is a shift from traditional, transactional, mass marketing approaches that focus on one-time sales and product features.

2. Who is credited with the evolution of CRM from simple order taking to strategic relationship marketing?

A. Philip Kotler in the 1980s

B. The concept developed gradually without a specific credited individual

C. Michael Porter with his Competitive Strategies

D. Peter Drucker through his management principles

Answer: (B)

Explicación

CRM evolved gradually from simple order taking to strategic relationship marketing without a single credited individual; it's a result of industry-wide shifts towards customer-centric strategies.

3. Which stage is NOT considered part of the customer lifecycle?

A. Acquisition

B. Conversion

C. Reach

D. Disengagement

Answer: (D)

Explicación

The customer lifecycle includes stages such as reach, acquisition, conversion, retention, and potential customer loss (disengagement). 'Disengagement' is not a formal stage but rather a possible outcome if retention efforts fail.

4. What is one of the key components of a Customer Relationship Management system?

A. Financial accounting software

B. Omnichannel platforms

C. Product manufacturing processes

D. Supply chain management

Answer: (B)

Explicación

Omnichannel platforms are essential for CRM because they provide integrated channels for managing customer interactions across web, social media, chat, and phone.

5. According to projected trends for 2025, which characteristic will most likely describe future customers?

A. Withdrawn, old, silent, and omni-modal

B. Highly active and vocal

C. Less aware of brands and less demanding

D. Primarily transactional with minimal engagement

Answer: (A)

Explicación

Future customers in 2025 are expected to be more withdrawn, older, silent, omni-modal (using multiple communication channels), and highly aware and desired, reflecting a shift toward less vocal but more informed consumers.

6. According to the revision sheet, what is a primary difference between relationship and experience in CRM?

A. Relationship is proactive, experience is reactive

B. Relationship is transactional, experience is strategic

C. Relationship is reactive and transactional, experience is proactive and emotional

D. Relationship and experience are interchangeable terms

Answer: (C)

Explicación

Relationship CRM is reactive, transactional, and short-term, whereas experience CRM is proactive, emotional, and focused on long-term engagement.

7. Which of the following is NOT a trend identified for customer behavior in 2025?

A. Silent customer

B. Omni-modal customer

C. Aware customer

D. Traditional patience customer

Answer: (D)

Explicación

The sheet lists silent, omni-modal, aware, reserved, and AI-enhanced behaviors as trends, but not traditional patience customers.

8. What role do loyalty programs play in CRM according to the revision sheet?

A. They manage inventory for retail stores

B. They serve as reward schemes to enhance customer retention

C. They dictate the legal compliance in transactions

D. They are primarily used for product development

Answer: (B)

Explicación

Loyalty programs are reward schemes designed specifically to foster customer retention and increase lifetime value.

9. Why is the Customer Journey Map considered a vital tool in CRM?

A. It visualizes employee workflows

B. It displays management hierarchy

C. It visualizes customer touchpoints and interactions

D. It tracks competitor activities

Answer: (C)

Explicación

The Customer Journey Map visualizes customer touchpoints, helping organizations identify areas for improvement and enhance customer experiences.

10. Which technological advancement is particularly emphasized in modern CRM for personalization and automation?

A. Blockchain

B. Artificial Intelligence

C. 3D Printing

D. Quantum Computing

Answer: (B)

Explicación

AI is highlighted as crucial in modern CRM for analyzing data, personalizing offers, and automating customer interactions effectively.