CRM Assignment (20 marks)

CRM in Practice: How does your company practice

customer focus / CRM?
Preamble:
Customer focused organizations are able to ensure higher profitability and better
share of wallet of their loyal customers. The benefits that can accrue by focusing
on customers can be several launch of products that ensure satisfied
customers, lesser cost of transactions with customers (lesser commitment of
scarce resources), lesser mass media promotions etc. It can be presumed that
companies practice customer focus through several key initiatives viz. choosing
the right (or key) customers; deep understanding of their needs through suitable
engagement opportunities, collecting and analyzing data pertaining to customer
transactions and interactions etc.
After speaking to relevant executives in your company, please answer
the following questions:
1. Who are your key customers? (You need not name the customers but
provide detailed profiles that fit the profile of your key customers interms
of their demographics, psychographics, geographical locations etc.)

2. Explain how you create engagement opportunities with key customers to

discover their aspirations and intricate needs? (Give specific examples of
engagement and NOT statements like meetings with customers)
3. What approach is taken to ensure a deeper understanding of the key
customers? (Explain what kind of data is captured, how the data is
analyzed, what are the ways in which cross-functional data is incorporated
to create a unified view of the customer?)
4. How do you ensure that the customer has a wonderful experience from
the pre-purchase stage to the post-purchase or re-purchase stage?
5. How does customer focus activities help in delivering better value and
increased share of wallet? Does it help to increase the profitability of the
company? (e.g. better product ideas, increased customer loyalty, lesser
transactional costs and overheads etc.)
6. Has customer focus / CRM helped you to undertake better
personalization, cross selling and up selling? Have you tried using
campaign management or sales force automation successfully? (Give
illustrations how they were used in practice)