UNIVERSITY EXAMINATIONS: 2016/2017
EXAMINATION FOR THE DIPLOMA IN BUSINESS INFORMATION
TECHNOLOGY
CBIT 0101 CIT 100 CUSTOMER RELATIONSHIP
DATE: AUGUST, 2017 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One & ANY OTHER TWO questions.
QUESTION ONE (30 MARKS) – COMPULSORY
a) Define CRM in your own words (2 Marks)
b) Discuss the characteristics of the four types of CRM and outline how they benefit an organization.
(12 Marks)
c) A relationship can be defined as a series of interactive episodes between dyadic parties over time.
i. Discuss why companies and customers are sometimes motivated to establish and maintain
relationships with each other, and sometimes not. (12 Marks)
ii. Evaluate the importance of customer lifetime value measurement in this context.
(4 Marks)
QUESTION TWO (20 MARKS)
a) Discuss the five major phases in a CRM implementation and outline the importance of project
management and change management throughout the implementation process.
(20 Marks)
QUESTION THREE (20 MARKS)
a) As a business owner:
i. What do you measure in Behavioural loyalty and Attitudinal loyalty (5 Marks)
ii. Describe one model you can use to measure both behavioural and attitudinal loyalty.
(5 Marks)
b) Discuss 3 ways in which Sales Force Automation benefits a business. (6 Marks)
c) Sales Force Automation applications offer a range of functionality. Identify one SFA application and
discuss its functionality. (4 Marks)
QUESTION 4: (20 MARKS)
a) Internet marketing software enables users to perform a wide range of online activities designed to
generate website traffic and make it profitable (Buttle, 2009). Identify and discuss 3 internet
marketing activities that a small business can undertake at low cost. (6 Marks)
b) What 2 benefits do businesses get from data mining? (4 Marks)
c) Francis Buttle (2009) states that customer service can be experienced at any stage of the customer
activity cycle: before, during or after purchase. Justify this statement by giving a valid argument for
and suitable examples. (10 Marks)
QUESTION 5: (20 MARKS)
a) Fred Wiersema has researched the attributes that companies renowned for excellent customer service
have in common (Buttle, 2009). Identify 3 of these attributes. (6 Marks)
b) What is the difference between a contact centre and a call centre? (4 Marks)
c) Discuss 3 differences between Key Account Management and normal business- to- business account
management. (10 Marks)
