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ITM 309 Fall, 2010
Exam Three Topics: Review Outline - December 14, 2010
Customer Relationship Management and B.I. – Chapter 9
1. Mini Cooper Case– Customer First
1). How could Mini’s sales department and/or customer service department use CRM technology to
improve its operations?
Ans. Mini can use any of the following CRM sales technologies to improve its operations:
-Sales management systems automate each phase of the sales process, helping individual sales
representatives coordinate and organize all of their accounts.
-Contact management systems maintain customer contact information and identify prospective
customers for future sales.
-Opportunity management systems target sales opportunities by finding new customers or companies
for future sales.
2). How could analytical CRM be applied to benefit companies like Mini?
Ans. Analytical CRM supports back-office operations and strategic analysis and includes all systems that do
not deal directly with the customers. Mini can use analytical CRM to perform analyzing and predicting
CRM strategies. Maturing analytical CRM and behavioral modeling technologies are helping numerous
organizations move beyond legacy benefits such as enhanced customer service and retention to systems
that can truly improve business profitability. Analytical CRM solutions are designed to dig deep into a
company’s historical customer information and expose patterns of behavior on which a company can
capitalize. Analytical CRM is primarily used to enhance and support decision making and works by
identifying patterns in customer information collected from the various operational CRM systems.
3). How might Mini’s business model change if it decreased its investments in CRM technologies?
Ans. Personalization occurs when a Web site can know enough about a person’s likes and dislikes that it can
fashion offers that are more likely to appeal to that person. Offering personalized and customized...