Course: Customer Relationship Management
December 2021 Examination
1. The banking and financial service has been at the forefront of integrating CRM in their
businesses. Discuss the role that analytical and operational CRM play in improving the
efficiency of their processes and customer service.
(10 Marks)
2. Duron furniture Ltd. offers mass customization by providing multiple options for various
components or features including different fabrics, furniture legs, or pieces that combine
in numerous configurations? In the same light, explain the different levels of mass
customization proposed by Gilmore and pine.
(10 Marks)
3. SERVICE CENTRE AUTOMATION AT COCA-COLA
Coca-Cola Bottling Unit (CCBU), a soft drinks manufacturer and distributor, is based in
Lambeg, Northern Ireland. The company employs over 400 people, and has 14,000
customers. The service support team deals with a range of incoming calls that include
complaints, orders, enquiries, delivery, and pricing.
The decision to install a single customer service touchpoint dates to 1996 when a
customer satisfaction survey indicated that although customers generally felt they were
receiving good service, they wanted a single contact point for customer service.
CCBU’s lack of a single contact point meant that inbound calls were not logged in a
uniform way. This in turn hindered analysis of call content and frequency, and led to
variance in the quality and consistency of responses to service queries. In addition, the
company had no way of tracking if the advice given resolved the problem.
a. Analyse the requirement of contact centre for customer support services for CCBU.
(5 Marks)
b. Suggest the strategies to build the integrated customer contact information system.
(5 Marks)
Complete Solved Assignment is available here
NMIMS Complete Solved Assignments
Available for the session December 2021
The deadline is November 27th, 2021
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