UNIVERSITY EXAMINATIONS: 2018/2019
EXAMINATION FOR THE CERTIFICATE IN BUSINESS
CBIT 0101: CUSTOMER RELATIONS
DATE: AUGUST, 2019 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One & ANY OTHER TWO questions.
a. Define the term customer. (2 Marks)
b. Discuss any four challenges of customer relationships. (8 Marks)
c. Customers seek relationships with the products and Companies that produce them. Justify.
d. Explain the changing trends in CRM. How effective is it in retaining customer base?
a. Customer acquisition is the art of persuading customers to buy products or to avail services
offered by a business. Explain different strategies for customer acquisition (10Marks)
b. Explain any five functionalities of SFA software. (10Marks)
a. Explain the sacrifices that customers make when it comes to buying from a business.
b. State five sources of creating value for products. (5Marks)
c. Highlight five circumstances under which customer relationship can be terminated.
a. Distinguish analytical CRM and operational CRM. (5Marks)
b. State five characteristics of CRM data attributes. (5Marks)
c. Explain any five customer management strategies. (10Marks)
a. Briefly discuss any five service automation software applications (10Marks)
b. Explain in detail the strategies to prevent customer defection (10Marks)