ITPEC IP April 2024 Question 81

Customer data and customer purchasing history — CRM needs to know who each customer is and what that customer has bought.

CRM (Customer Relationship Management) builds long-term relationships with individual customers to raise loyalty and lifetime value. To do that it must identify each customer (profile, contact details, attributes) and follow that customer's history: purchases, inquiries, complaints and responses to campaigns. Sales, marketing and support then share one view of every customer.

Answer (a)

Why not others:

• •(b) — blueprint data describes product designs; it serves CAD and product data management, not customer relationships
• •(c) — data of experts' knowledge is the content of knowledge management or an expert system
• •(d) — day and time, shop, product and quantity sold is POS sales data; it shows what sold where and when, but not who bought it, so it cannot follow an individual customer

Key rule: CRM data is keyed on the customer: sales records without customer identity show what sells, not who the customers are.

Business Strategy Management · AI-written, may contain errors