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CRM Strategies and Challenges

This document outlines discussion topics for 10 groups on customer relationship management (CRM). The topics include how organizations can use social media to build customer relationships, barriers to relationship marketing, ways transactional and relationship CRM differ, how the internet is changing business communications, explaining the customer loyalty ladder and switching costs, ingredients of relationship management, applying technology to CRM goals, relationship marketing metrics, developing an effective relationship marketing plan, conditions for effective relationship marketing, handling customer complaints, customer lifetime value and profit analysis, CRM solution requirements, models of CRM, and limitations of customer loyalty.

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Sarah Muthoni
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110 views2 pages

CRM Strategies and Challenges

This document outlines discussion topics for 10 groups on customer relationship management (CRM). The topics include how organizations can use social media to build customer relationships, barriers to relationship marketing, ways transactional and relationship CRM differ, how the internet is changing business communications, explaining the customer loyalty ladder and switching costs, ingredients of relationship management, applying technology to CRM goals, relationship marketing metrics, developing an effective relationship marketing plan, conditions for effective relationship marketing, handling customer complaints, customer lifetime value and profit analysis, CRM solution requirements, models of CRM, and limitations of customer loyalty.

Uploaded by

Sarah Muthoni
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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DAM 102 CRM

GROUP ASSIGNMENT

Group 1
1. Discuss the ways that organisations can use social media to build
relationships with their target customers.
2. Making use of examples, explain five (5) barriers firms face when implementing
relationship Marketing.

Group2
3. Identify an institution in which you are a customer.
(a) Recollect an episode when you were unhappy with its services, argue and
present three (3) ways in which you might be a hidden asset to the
company through your feedback on its bad service.

(b) In the case of (a), did the institution offer an apology? Illustrate the key
elements of an effective apology.

Group 3
4. Using examples distinguish transactional Vs relationship approach of CRM.
5. Evaluate the ways in which the rapid growth of the internet is changing the ways
businesses communicate with their customers, suppliers and within their own
organizations.

Group 4
6. Using a diagram, explain the loyalty ladder in customer relationship marketing
7. Discuss the significance of customer relationship management to its
stakeholders.

Group 5
8. a) Define switching costs, and describe how they are used in relationship
management
b) Using an appropriate example, explain the leaky bucket theory as used in
relationship management

Group 6
9. Discuss five ingredients of relationship management
10. Building long-term relationships with customers is essential for any business.
Vividly give the application of technology in achieving CRM goals

Group 7
11. Discuss the relationship marketing metrics used by firms in control of relationships to ensure
value maximization to a firm. (10 Marks)
12. Malaika Co Ltd intends to develop a relationship marketing plan to help in countering
competition in the market. Explain what the management should consider in ensuring that the
plan is good for the purpose (10 Marks)

Group 8
13. Explain the conditions that should be available for effective relationship marketing to be
established
14. You have been offered a job in a manufacturing organization, where you are in charge of
customer complains. Over the past one year customers have lodged a number of complaints
about the quality of the product and services offered. Explain the steps you have been following
in handling customer complaints (12 Marks)

Group 9
15. What is customer life time value? How customer profit analysis help to understand customers?
16. Explain the functional and technical requirements for CRM solutions.

Group 10
17. Describe the models of customer relationship management
18. Describe the limitations of customer loyalty on the side of the customer

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