Homework Chapter 9
1.) How could the ACS’s marketing department use operational CRM to strengthen its relationships with its customers? ACS’s marketing department could use operational CRM to strengthen its relationships with its customers by using vast amount of information it collects to analyze customer’s needs and expectations. They could use CRM for better analysis and predictions. They could utilize campaign management systems to guide users through marketing campaigns and engage in cross selling to further increase their sales. 2.) How could the ACS’s customer service department use operational CRM to strengthen its relationships with its customers? ACS’s customer service department could use operational CRM to strengthen its relationship with its customers by adding a contact center customers can turn to resolve their problems. Having a web based self-service customers can have access to and call scripting systems to answer customer issues with more efficiency.
3.) Review all of the operational CRM technologies and determine which one would add the greatest value to ACS’s business I think Contact Management CRM systems would add the greatest value to ACS’s business as it would maintain customer contact information and would identify prospective customers for future sales. Implementing a CRM system would help cut the time it takes to familiarize sales professionals with new territories, and it would increase management’s visibility of the sales process. 4.) Describe the benefits ACS could gain from using analytical CRM. The benefits ACS could gain by using analytical CRM is support for back office operations and strategic analysis and includes all systems that do not deal directly with customers. It can assist in customer reporting, customer analysis and customer prediction. 5.) Summarize SRM and describe how ACS could use it to increase efficiency in its business. SRM focuses on keeping suppliers satisfied...
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