ITPEC FE Morning April 2021 Question 61

Raising customer loyalty by sharing customer information across all channels — CRM (Customer Relationship Management) builds long-term relationships with customers.

CRM gathers every contact a customer has with the company (sales, call centre, web, support) into shared information. With that shared view, every department can serve the customer at a higher level, which raises satisfaction and, over time, loyalty and lifetime value.

Answer (b)

Why not others:

• •(a) — real-time sharing of production, inventory, procurement and distribution data to optimize the whole supply chain is SCM (Supply Chain Management)
• •(c) — planning and managing the resources of the whole company in an integrated way is ERP (Enterprise Resource Planning)
• •(d) — wholesalers or manufacturers supporting the business of retail stores to raise the stores' sales and profits is retail support

Key rule: Match the management system to its object: customers for CRM, the supply chain for SCM, company-wide resources for ERP, the sales force for SFA.

Business Strategy Management · AI-written, may contain errors