Customer Relationship Management-1st-2016-NMIMS

Customer Relationship Management-1st-2016-NMIMS
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Q1) You are the Chief Marketing Officer of a luxury Hospitality Hotel brand in India. Recently a substantial chunk of your customers are shifting their loyalty towards a rival foreign luxury hotel brand. What will you do to prevent customer defections & maintain their loyalty with your Hotel brand? (10 marks)
Q2) You are the Branch manager of your Public sector undertaking bank, namely ‘ABC bank’ & lately, it has been reported to you that your bank branch is making the least of profits in comparison to your competitor bank branches operating in your area. What steps will you undertake to turnaround the fortunes of your bank branch? How will CRM help you in this effort? (10 marks)
Q3a) An average customer has bought your branded glares titled as “Go-Go Goggles” for 3 years & then stops for 6 months. Over 3 years, your average customer has made 12 purchases. You have earned a profit per unit of Rs.3,000. What is the lifetime of the customer? Also Calculate the LTV of the average customer. (5 marks)
Q3b) You are the Sales Manager of a Pharma company & need to train your sales staff about Sales Force Automation which has been recently introduced into the company. Which aspects of application areas would you highlight in your training program? (5 marks)
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