What are the key differences between strategic, operational, analytical and collaborative CRM? Develop your own definition of CRM. Make sure that the definition is neither too broad nor too narrow,...

Name: ___________________________________________
CAT 303 – Customer Relations Management
Mid-Term Exam – Each Question is worth 10 pts. – 130 points total


1. What are the key differences between strategic, operational, analytical and collaborative
CRM?
Strategic CRM focuses on maintaining long term relationship with customers by understanding
the customers better, and customize customer interactions accordingly. Operational CRM
streamlines customer interactions and links to customer touch points. Analytical CRM assesses
the consumer behavior by connecting the data obtained in operational CRM to the external
sources. This help in improving the value proposition for customers. Collaborative CRM focuses
on exploiting interaction with customers through customer touch points and improving customer
self service.
2. Develop your own definition of CRM. Make sure that the definition is neither too broad
nor too narrow, and encompasses all four forms of CRM - strategic, operational,
analytical and collaborative.
CRM is the method of managing customer relationships in an organized way assessing and
evaluating the customer identities and streamlining interactions with customers accordingly and
focusing on customer touch points. Thus improving the products and service proposition to the
clients and also customize the communications to the customer.
3. How might CRM be used in a not-for-profit setting such as local government or
charitable fund-raising?
Name:___________________________________________
CAT 303 – Customer Relations Management
Mid-Term Exam - Each Question is worth 10 pts. – 130 points total

2
Not-for-profit setting such as local government or charitable fund-raising is increasingly
identifying as the most valuable asset to achieve their goals. CRM can help them in transforming
their interaction with their customers by integrating people, and technology by streamlining the
organizational processes to increase the productivity, profitability and effectiveness of the
organization.
4. What is a relationship and how do you know if you are in one?
Relationship is the connection or bond between people where value is exchanged. It takes long
time for successful relationships to develop. A customer is in a relationship with a company or
its products when the customer becomes loyal to it and looks for the same product or value
additions from the customer. Relationship grows when a business communicates with its
customers, interacts with them, understands their requirements and delivers something of value
to the customer.
5. Consider your own experience as a consumer of goods and services. Do you want to have
a relationship with any suppliers of these goods and services, and, if so, why?
Let the service that I have experienced as a consumer a hair treatment at a hairstyling
shop. The employees highly trained professionals who should also keep their customers engaged
by asking them about their needs and finding a solution for them. They understood my likes and
dislikes and personalized their services accordingly. The products and the equipments used
should were of the best industry standards. Because of all these factors I would like to maintain a
relationship with the service provider or supplier. ...