BBT2020 Strategic eCRM: Managing Customer Experience

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Match the following terms with their meanings:

Touchpoints = Interactions between a customer and a business at various stages of the customer journey Engagement = Level of involvement, interaction, attention, and emotional connection a customer has with a brand Outputs = Products, services, communications, etc. that are delivered by a business CX = Customer Experience - the overall perception a customer has of a brand based on interactions and experiences

Match the following concepts with their explanations:

CRM's influence on CX = The impact Customer Relationship Management has on shaping Customer Experience Customer portfolio management (CPM) = Strategy that offers unique value propositions to different customer segments for enhanced customer experience Differentiated CX across the portfolio = Tailoring customer experience to meet the specific needs and preferences of distinct customer groups Features of CRM applications that improve CX = Specific characteristics in CRM software that enhance the overall Customer Experience

Match the following features with their descriptions:

Usability = Web-style interface with interactivity and high responsiveness for ease of use Flexibility = Ability to provide multiple options for executing processes, like hyperlinks, buttons, or screen tabs High performance system = CRM architecture that separates heavy load areas such as database and application servers for optimal system performance The End = Conclusion section of the text

Match the following CRM tools with their primary usage:

Salesforce Journey builder = Customer journey mapping Smaply = Customer experience design Touchpoint = Customer engagement analysis Canvanizer = Business model visualization

Match the following customer journey stages with their description:

Customer Acquisition = The stage where new customers are attracted to the company or brand Customer Retention = The stage focused on keeping existing customers loyal and satisfied Customer Development = The stage involving upselling and cross-selling to maximize customer value Customer Experience = The overall impression customers have throughout their interactions with the company

Match the following touchpoints with their examples:

Websites = Online platform where customers interact with company information and services Service centers = Physical locations where customers can seek assistance or support Calls from and to contact centers = Telephonic communication channels for customer inquiries and feedback Retail stores = Physical outlets where products are sold directly to customers

Match the following terms with their definitions:

eCustomer Relationship Management (eCRM) = Managing customer relationships through online channels and interactions Strategic CRM = Using CRM tools to achieve profit or commercial objectives throughout the customer journey Customer Journey = Representation of stages that customers go through in their relationship with a company or brand Touchpoints = Various channels and points of interaction between customers and the company

Match the following objectives with their focus in CRM:

Customer Acquisition = Attracting new customers to the company or brand Customer Retention = Keeping existing customers satisfied and loyal Customer Development = Maximizing customer value through additional sales opportunities Customer Experience = Ensuring a positive overall impression during customer interactions

Match the following features with their impact on customer experience:

CRM Tools = Enhancing efficiency in managing customer relationships and interactions Business Model Visualization = Providing a clear understanding of how the company creates value for customers Customer Engagement Analysis = Insights into how customers interact with touchpoints and brand offerings Customer Journey Mapping = Visual representation of the stages customers go through in their relationship with the company

Match the following customer acquisition KPIs with their descriptions:

How many customers are acquired = Quantifies the total number of new customers obtained What is the value of the acquired customer over the longer term = Measures the long-term monetary worth of each acquired customer What is the cost per acquired customer? = Calculates the expense incurred to acquire each new customer

Match the following operational CRM tools with their functions in customer acquisition:

Lead management = Includes lead generation, lead qualification, lead allocation, lead nurturing, and lead tracking Campaign management = Involves single medium, multimedia, or omni-media campaigns using various platforms like direct mail, email, social media, outbound telephony, and SMS CRM analytics = Underpins the success of lead and campaign management applications

Match the following economic reasons for customer retention with their outcomes:

The volume and value of purchasing increases = Results in higher frequency and monetary value of purchases Referrals increase = Leads to more recommendations from existing customers Customer management costs fall = Reduces expenses related to customer support and service Customers less price sensitive (willingness-to-pay) = Makes customers more willing to pay higher prices for products or services

Match the following positive retention strategies with their descriptions:

Build customer engagement = Create interactive relationships through social media and engaging content to keep customers connected Understand and meet customer expectations = Align communication, online content, and sales behavior to support and exceed customer expectations Add customer-perceived value = Implement loyalty schemes, customer clubs, and sales promotions to enhance perceived value for customers Create social and structural bonds = Establish trust and commitment-based connections with customers

Match the following customer development strategies with their definitions:

Cross-selling = Selling additional products or services to an existing customer Up-selling = Promoting higher priced or higher margin products/services to an existing customer

Match the following CRM technologies for customer development with their functions:

Campaign management to up-sell and cross-sell = Utilized for promoting additional products/services to existing customers Data mining (provides data on propensity-to-buy) = Offers insights into customers' likelihood to make a purchase Event-based marketing = Engages customers through targeted marketing events Customization (personalized communication) = Tailors communication for individual customers to enhance engagement

Learn about customer journey, experience, CRM tools, acquisition, retention, development, and features impacting customer experience. Understand the strategic purpose of CRM in managing customer relationships to achieve commercial goals.

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