UNIVERSITY EXAMINATIONS: 2017/2018
EXAMINATION FOR THE CERTIFICATE IN INFORMATION
TECHNOLOGY/CERTIFICATE IN BUSINESS INFORMATION
TECHNOLOGY
CIT105 & CBIT101 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
DATE: AUGUST, 2018 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and any other TWO questions.
QUESTION ONE (30 MARKS)
a) Define the term Customer Relationship Management and explain its three major components
(10 Marks)
b) What are the key elements of an effective CRM? (10 Marks)
c) Explain the major roles of CRM for organization. (5 Marks)
d) What is the difference between CRM and e-CRM? (5 Marks)
QUESTION TWO (20 MARKS)
a) Describe the following types of CRM (12 Marks)
i. Analytical
ii. Collaborative
iii. Operational
iv. Strategic
b) What are the major misconceptions that people have about CRM? (8 Marks)
QUESTION THREE (20 MARKS)
a) Explain the steps involved in CRM planning and implementation (14 Marks)
b) Discuss the key challenges that may be encountered in CRM implementation (6 Marks)
QUESTION FOUR (20 MARKS)
a) What is meant by customer segmentation? (4 Marks)
b) Evaluate the uses of customer analysis (8 Marks)
c) Describe the stages in development of customer relationship (8 Marks)
QUESTION FIVE (20 MARKS)
a) Give two examples of credible CRM software packages (2 Marks)
b) Explain the following terms. (6 Marks)
i. Marketing Automation
ii. Service Automation
iii. Sales Force Automation
c) Explain the following CRM Models (12 Marks)
i. Gartners Model
ii. Paynes Five Process Model
iii. QCi Customer Management model
iv. IDIC Model
