CUSTOMER RELATIONSHIP MANAGEMENT.

UNIVERSITY EXAMINATIONS: 2021/2022
EXAMINATION FOR CERTICATE IN INFORMATION TECHNOLOGY/
CERTICATE IN BUSINESS INFORMATION TECHNOLOGY
CIT 100 / CBIT 0101: CUSTOMER RELATIONSHIP MANAGEMENT
DATE: DECEMBER, 2021 TIME: 2 HOURS
INSTRUCTIONS: QUESTION ONE IS COMPULSORY, CHOOSE TWO OTHER
QUESTIONS

QUESTION ONE (20 Marks) Compulsory
i. Define CRM (2Marks)
ii. Differentiate between Customer Relations vs Customer Service (2Marks)
iii. Differentiate between cross-selling and up-selling? (2Marks)
iv. Discuss the elements of CRM (6Marks)
v. What does high brand equity mean? (1Mark)
vi. Discuss E-commerce CRM vs. Traditional CRM (4Marks)
vii. Supply chain management flows can be divided into three main flows. Outline the flows
(3Marks)
QUESTION TW0 (15 Marks)
i. Discuss the strategic value of brand loyalty (8Marks)
ii. Supply chain management flows can be divided into three main flows. Outline the flows
(3Marks)
iii. What is key account management? (1Mark)
iv. Outline the similarity Between ERP and CRM Systems as well as their differences
(3Marks)
QUESTION THREE (15 Marks)
i. Outline five benefits of CRM to organization, customers and market (5Marks)
ii. Outline the advantages of CRM in building customer loyalty over traditional loyalty
building methods (2Marks)
iii. Discuss four Benefits of Integrating E-commerce and CRM Systems (6Marks)
iv. What does Supplier Relationship Management means? (2Marks)
QUESTION FOUR (15 Marks)
i. Discuss five essential features of CRM (10Marks)
ii. What are the 5 Common Points of CRM ERP Integration? (5Marks)

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