Description

Customer Relationship Management
June 2024 Examination
1. Salman wants to implement CRM in his organization. He has hired a consultant.
What do you think will be the consultants pitch on the advantages, disadvantages of
CRM and future of CRM? (10 Marks)
Ans 1.
Introduction
In today’s highly competitive business landscape, Customer Relationship Management
(CRM) systems are pivotal tools for enhancing interaction and engagement with customers.
As organizations strive to refine their customer interactions and optimize business
outcomes, the adoption of CRM solutions becomes a strategic imperative. Salman’s
decision to implement a CRM system in his organization underscores a commitment to
leveraging technology to foster closer, more productive customer relationships. A
consultant, in advocating for CRM, would not only highlight the myriad benefits such
systems offer but also navigate through potential pitfalls and envision the evolving role of
CRM technologies. This discourse will delve into the consultant’s pitch on the advantages
and disadvantages of CRM, and critically explore the future trends that may influence its
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2. Companies invest in CRM, owing to the success and benefits it has implementing it.
What do you think do companies benefit because of implementing CRM in the areas
of sales, services, and marketing? (10 Marks)
Ans 2.
Introduction
Customer Relationship Management (CRM) systems have become pivotal in the strategic
management of company-customer interactions across various business sectors. As markets
grow more competitive, organizations invest significantly in CRM to enhance their
operational efficiencies and foster stronger customer relationships. This technological
integration supports an array of business functions, with particular emphasis on sales,
services, and marketing. By leveraging CRM systems, companies can streamline processes,
personalize customer interactions, and improve customer satisfaction. This paper explores
the multitude of benefits CRM systems offer, particularly in enhancing sales performance,
optimizing service delivery, and refining marketing strategies, thereby driving overall
3. Airtel is about to implement a CRM technology. You are the Chief Information
Officer. How will you:
a. Ensure that your database is correct in all aspect and build a database of your
customers for the future? (5 marks)
Ans 3a.
Introduction
As the Chief Information Officer of Airtel, implementing a CRM technology requires a
robust and accurate customer database as its foundation. Ensuring the integrity and efficacy
of this database is paramount to leverage the full potential of CRM, enhancing customer
relations, and driving business success. This involves meticulous planning, execution, and
maintenance strategies.
Concept and Application
Data Collection and Integration: The first step in building an accurate database is to
b. From where will you source data for this? (5 marks)
Ans 3b.
Introduction
The successful implementation of a CRM system in Airtel hinges significantly on the
sourcing of accurate and comprehensive data. Identifying the right data sources is crucial to
ensure that the database reflects a true and useful picture of our customer base. We will
leverage a variety of internal and external data sources to build a robust foundation for our