Description

Customer Relationship Management

April 2025 Examination

 

 

Q1. Analytical CRM is significant in analyzing new customer behavior and improving relationships with existing customer. Justify this statement with an example from any service firm.   (10 Marks)

Ans 1.

Introduction

Customer Relationship Management (CRM) has evolved as a critical tool for businesses to manage their customer interactions efficiently. Among the three primary types of CRM—Operational, Analytical, and Collaborative—Analytical CRM plays a crucial role in examining customer behavior and enhancing relationships. It leverages data analytics, machine learning, and predictive modeling to generate meaningful insights into customer preferences, buying patterns, and engagement levels.

Analytical CRM collects, stores, and analyzes customer data to tailor services, improve customer retention, and optimize marketing.  The competitive service business relies on customer experience, and Analytical CRM helps firms anticipate demands, eliminate pain

 

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Q2. There are multiple reasons which are central to the unsuccessful implementation of CRM leading to huge losses for a company. Design a CRM implementation Strategy for a newly launched Café in hills of Uttrakhand.  (10 Marks)

Ans 2.

Introduction

Customer Relationship Management (CRM) is essential for businesses aiming to build strong, long-term customer relationships. However, many companies struggle with unsuccessful CRM implementations due to factors such as poor planning, lack of employee training, inadequate data management, and failure to align CRM with business goals. For a newly launched café in the hills of Uttarakhand, where customer experience and word-of-mouth marketing are crucial, implementing an effective CRM strategy can ensure customer loyalty and sustainable growth.

The café’s CRM strategy should focus on understanding customer preferences, leveraging technology for personalized engagement, and building strong relationships with both locals

 

 

Q3. Case Study:

Honda manufactures and markets a successful range of motorcycle, power equipment and marine  products.  Honda  recognized  that  while  it  was  diligently  nurturing  individual relationships with partners, dealers and customers, each was closed off from the others. Inevitably, this meant

valuable customer data being trapped in pockets within the organization and not available to potential users. Honda realized that consolidating and freeing up the flow of data could have a huge positive impact on the effectiveness and efficiency of the business.

Honda developed a strategy themed ‘Customers for Life’, based on data integration and a whole-of-customer view. Honda found customer-related data in numerous spreadsheets and databases across the business. These were integrated into a single CRM platform, supplied by salesforce.com, and hosted in the cloud. This was enriched with customer information from Honda Rider Training (HRT), Automobile Association memberships. Honda then removed responsibility for managing customer relationships from individual departments and moved it to the one CRM unit. Honda has built workflows into customer touchpoints, for example customer satisfaction surveys, guaranteeing follow-up of any negative comments.

Q3a. Describe how data management at Honda could help build and strengthen Honda’s customer relationship.  (5 Marks)

Ans 3a.

Introduction

Effective data management plays a crucial role in enhancing customer relationships by ensuring a seamless flow of information across an organization. Honda’s approach to consolidating scattered customer data into a centralized CRM system allowed the company to improve efficiency, enhance customer engagement, and create a unified brand experience. By integrating data from multiple sources such as dealerships, service centers, and rider training programs, Honda established a holistic view of each customer, enabling personalized

 

 

Q3b. Honda’s  strategy  “Customers  for  Life”  a  pioneer  step  in  creating  a  whole  of customer view in one place. Discuss how this strategy is beneficial for employees and customers.     (5 Marks)

Ans 3b.

Introduction

Honda’s ‘Customers for Life’ strategy is a pioneering step toward creating a unified customer experience by consolidating data into a centralized CRM system. This approach benefits both employees and customers by ensuring seamless communication, improving service efficiency, and enabling personalized interactions. The strategy enhances customer retention, simplifies