Customer Relationship Management Solution NMIMS Dec 2023
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Q1. Raghav has started his business and is doing it successfully for quite some time. However, the business has been undergoing a tough competition in the last couple of years and he is planning to start CRM practices for his organization. As a consultant what would you advise him regarding the advantages, disadvantages of CRM. What will you advise him on the prospects of CRM?
Q2. Your company manufactures LED bulbs for sales both in B2B and B2C markets. However, to build relationships you feel there is a strong need to partner with major customers. Your consultant friend has explained to you about the concept of reciprocation. How would you use the concept of reciprocation to build a strong relationship with your customers?
Q3. As a Chief Technological Officer, you are about to implement, a CRM solution in your organisation? How will you:
a. Build a strong database of your customers? Modify and update it as necessary? What will be your sources of data? (5 marks)
b. How will you build a CRM roadmap for your technological implementation?
Sept 2023
Q1. Rajiv is the CTO (Chief Technological Officer) of ABC enterprises. His organization wants to implement CRM technology. The biggest worry for him is to convince his top management on the need for CRM for their organization. His second worry is the future of CRM as the management would not be convinced if the future does not look bright for CRM? If you have to advise Rajiv on the things that you need to include for the presentation, what would it be. (10 Marks)
Q2. Your company manufactures hi-tech equipment’s which is used in other industries. Working in close collaboration with your customers is the key to your success. What kind of CRM roadmap will you draw to enhance the value for your customers? (10 Marks)
Q3. Raman has started his online coaching centre for competitive exam preparations. Although he is hiring the best and the most competent people, with the best salary, he is not able to compete with the other players. The market is hypercompetitive. Raman now wants to build a stronger relationship using his customers.
a. What would be the advantage of a close customer relationship? (5 marks)
b. What kind of reciprocity mechanisms can you build to ensure the success of this initiative? (5 marks) –
June 2023
Q1. You are working as a manager in a sports goods company. The company so far was happy conducting business the traditional way and was following traditional customer relationship management. However, your CEO wants to embrace the digital wave. He requires your help to enumerate the goals of e-CRM and how would it benefit the company.
Q2. Explain how customer retention could help a fast-growing e-commerce company that is facing customer attrition at an alarming rate.
Q3. Your classmate has developed an app for providing fitness programs at home. His startup is growing and so is the number of customers. Surprisingly, he has not invested his resources in a proper customer relationship management database. He in fact, feels there is no need to have a CRM database as the company is still small. On the contrary, you are sure that a CRM database is extremely important for a growing startup. Explain to him the following:
a. Why CRM data management is important for a company’s success
b. What are the benefits of CRM database management that will help a company irrespective of the size of the company
April 2023
Q1. You plan to install CRM software in your company and that will be providing support to your call center and sales force. However, the management is worried about the ROI. What are the KPIs that you intend to measure for the call center. (10 Marks)
Q2. Your company manufactures glass bottles. This month you are coming up with a path-breaking product which you believe will attract GEN Z customers. You want to considerably focus on this segment for the next 5 years. How will you manage your relationship with your existing customers and persuade them to buy the new product? (10 Marks)
Q3. You have completed your CRM course. The company where you are working has asked you to be the contact point for the CRM project implementation.
- How can you measure the success criteria for CRM project implementation? (5 Marks)
- How can you evaluate the CRM project requirements of your organization, the infrastructure available, and the capabilities of your organization? (5 Marks)
Dec 2022
Q1. You work as a vice president of a pharma company. You are planning to implement CRM in your company. What are the things will you consider before deciding on analytical, strategic or operational CRM?
Q2. You have been called by your director at his office one evening for a cup of tea. Over the discussion he mentions how difficult is it for him to:
Manage the data of the customers and track them.
Managing new customers
He wants to automate some of the processes and he is unsure of which ones he wants to.
Automate reporting to the top management.
You need to explain him, how CRM projects work and what are the considerations that he must keep in his mind.
Q3. Rajeev started his food business a decade ago and has been doing extremely well. Although he was one of the pioneers, he is today facing a big issue with ‘loyalty of customers’ and serious competition. He is also planning to go online.
a. How can he build traffic to his website? (5 Marks)
b. How can he meet the expectations of his online customers? (5 Marks)
Sep 2022
1. You already have Seibel CRM installed in your company and that is providing support to your call center and sales force. However, Seibel has been for quite some time now and the management is worried on the ROI. You also have noted that the call center has not been doing well in their job. What are the KPIs that you intend to measure for the call center.
2. Your company manufactures water coolers. You have products both for industrial”markets, as well as domestic markets. However, this industry also has too many players”and you are virtually competing with over 100 companies in the water cooler business.”This month you are coming with a path breaking product, which you believe will”change the domestic water industry. You want to considerably focus on this segment for”the next 5 years. How will you manage relationship with your existing customers and”persuade them to buy the new product?
3. Ravi has completed his CRM course at NMIMS. The company where he has been”working, has asked him to be the contact point for the CRM project implementation that”is happening withing his organisation. Ravi has two tasks cut out for him: First is”defining the success criteria for the CRM project implementation and the second is to”understand whether CRM fits into the schema of things in his organisation and his”evaluation of organisation, infrastructure and capabilities.”
a. How can he measure the success criteria for CRM project implementation? (5 Marks)
b. How can he evaluate to map the CRM project requirements to his organisation, infrastructure available and the capabilities of his organisation? (5 Marks)
Previous year question
Q1. You work as a vice president of a telecom company. After number portability was introduced a lot of your customers have left you and have taken the services of other telecom firms. You are worried and so is your top management of the company. They have given you a deadline, either to ‘reduce the customer churn’ or face consequences. This is a major KPI (Key performance indicator) in your performance appraisal this year. How will he proceed to build a loyalty program for his customers?
Q2. You have been called by your director at his office one evening for a cup of tea. Over the discussion he mentions how difficult is it for him to:
• Manage the data of the past students and track them. He is losing track of them and this is not good for the future of the college.
• Managing the admissions of the engineering and MBA College.
• The MBA School plans to expand in the distance education mode, for which a plan has to be put in place, and it will be difficult for him to manage alone.
• He wants to automate some of the processes of fees payment, acknowledgement, and attendance.
• Automate reporting to the top management.
The immediate thing that clicked on your mind is that if the college had CRM software it would probably help. You need to explain him, how CRM projects work and what are the considerations that he must keep in his mind.
Q3. Shoaib has started his business about a decade ago and has been doing extremely well. Although he was one of the pioneers in the organised retail space, he is today facing a big issue with ‘loyalty of customers. He is planning to go online.
a. How can he build traffic to his website?
b. How can he meet the expectations of his online customers?
NMIMS Apr 2022
Q1. Coral Reefs Hotel & Resorts have been characterized by insufficient customer -oriented services. As a Relationship Manager of the group, suggest two short term and two long term strategies to enhance the customer focus thus improving the loyalty.
Q2. Campaign management solutions in CRM is an efficient way to manage marketing plans and help effectively measure the success of the campaigns. Discuss the strategic execution of campaign management.
Q3. EVENT MANAGEMENT AT KELLER AND HECKMAN
Keller and Heckman are a US-based legal firm. Seminars are a key component of Keller and Heckman’s brand development, lead generation and client-retention strategies. The seminar team, consisting of two full-time and one part-time employees, conducts approximately ten events each year for a total of 350 attendees drawn from both existing and potential clients. The seminar team was tasked with growing seminar attendance, but was using manual systems for event planning, marketing, registration, and payment. Some 40 per cent of event coordinator time was spent registering attendees for events alone, and, given the team’s inability to process credit card payments, they decided to invest in technology to support the event calendar.
Having chosen an event management solution, Keller and Heckman first redesigned its event websites. Each event website and registration page are now paired with a custom event header, complete with the firm’s logo. The seminar team began to promote early bird and last chance specials with customized emails, encourage attendees to share events with them contacts, and send automated invitation reminders. Event-specific websites provide details such as event fees and discounts, the agenda and hotel/room block information. The event management application enables the team to take credit card payments and make automated refunds if necessary. This has improved the registrant and attendee experience and freed the events team from fielding repetitive questions and manual fee processing, so they can focus on other key event deliverables and business development.
The software application has halved the time it takes to manage registrations, and the application’s budget module makes the costing process easier. The event management functionality has resulted in significant lifts in attendance due to the team’s ability to reach more people and the easy registration process.
a. Discuss the operational strategies adopted by Keller and Heckman.
b. Evaluate the strategies used by Keller and Heckman to improve the operational efficiency of the seminars.
CRM NMIMS old Assignment Question
Q1. In your opinion what differentiates the relationship you share as a customer with your hair stylist versus the sales person at a huge departmental store? How can the relationship be classified and what aspects contribute to it? (10Marks)
Q2. As a marketing professional, which phase of data analysis requires your most attention and why? (10 Marks)
Q3. Snigdha is the Campaign Manager in Unexplored Destinations Tours & Travels Pvt. Ltd. She is responsible for running successful campaigns so maximum tours are booked with their organization. She is handling a relatively raw team and needs to handhold them to achieve the objectives.
- The team needs an overview of campaign management. How can Snigdha explain the same to her team in an effective manner? (5 Marks)
- What different kinds of campaign can they run in order to achieve the organizational objective?
