ITPEC IP April 2018 Question 84
ITPEC IP April 2018 — Question 84 of 100
CRM aims to maximize customer lifetime value by building and maintaining profitable long-term customer relationships. Integrated customer histories support segmentation, personalized marketing, sales, service, retention, and cross-selling throughout the relationship.
Answer (a)
Why not others:
- ERP integrates enterprise resources and core internal processes
- SCM optimizes flows across suppliers, production, distribution, and customers
- SFA specifically supports and automates sales-force activities
Key rule: CRM manages the full customer relationship to improve satisfaction, retention, and lifetime profitability.
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