UNIVERSITY EXAMINATIONS: 2018/2019
EXAMINATION FOR THE DIPLOMA IN INFORMATION
TECHNOLOGY/DIPLOMA IN BUSINESS INFORMATION TECHNOLOGY
CIT&CBIT101 CUSTOMER RELATIONSHIP MANAGEMENT
DATE: NOVEMBER, 2018 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE (Compulsory) and any other TWO questions.
QUESTION ONE (30 MARKS)
a) Define the main benefits of using CRM software for companies (8 Marks)
b) Explain how CRM has evolved to what it is today (10 Marks)
c) Write short notes on the following clearly outlining at least two advantages of each
i. Sales Force Automation (4 Marks)
ii. Marketing Automation (4 Marks)
iii. Service Automation (4 Marks)
QUESTION TWO (20 MARKS)
a) What do you understand by the following terms?
i. Customer Life Time Value? (3 Marks)
ii. Customer Retention (2 Marks)
b) Clearly explain why Customer Satisfaction is important (10 Marks)
c) Briefly describe the levels involved in Customer Relationship Building (5 Marks)
QUESTION THREE (20 MARKS)
a) What are the key challenges when implementing CRM systems for organizations?
b) Distinguish Analytical CRM and Operational CRM (6Marks)
c) Describe the following models of Customer Relationship management
i. IDIC model (3 Marks)
ii. PAYNES Five Process Model (3 Marks)
QUESTION FOUR (20 MARKS)
a) State three elements of CRM, briefly explaining each of then. (4 Marks)
b) Describe three types of customers. (6 Marks)
c) Explain five benefits of E-CRM. (10 Marks)
QUESTION FIVE (20 MARKS)
a) What is Data Management? Discuss different types of data (8 Marks)
b) Explain how social networking helps maintain better relationships with customers
c) Organizations have the option of implementing either On-Premise CRM or Hosted CRM.
Explain at least Two advantages and Two disadvantages of each?
(6 Marks Marks)