ITPEC FE Morning April 2020 Question 70

Managing all relationships and interactions with customers and prospects — CRM puts every customer contact to work on improving the relationship.

CRM gathers each customer's purchases, enquiries, complaints and contact history in one place, so that sales, marketing and support can serve customers consistently, raise satisfaction and loyalty, and increase the value each customer brings over time.

Answer (b)

Why not others:

• •(a) — a unified gateway and knowledge base for employees, partners and customers is an enterprise portal or knowledge management system
• •(c) — software managing accounting, procurement, projects, risk and supply chain operations across the company is ERP
• •(d) — planning and controlling the flow of goods from raw materials to the final customer is SCM

Key rule: Match each system to what it manages: CRM customers, ERP the company's internal resources, SCM the flow of goods across companies, knowledge management shared know-how.

Business Strategy Management · AI-written, may contain errors