DISCUSSION QUESTIONS Read the Forbes article titled Is Google Getting into the Social CRM Business?

1.

Explain, in your own words, the importance of customer-focused relationship marketing and how it differs from traditional transactional marketing.

2.

What is the role of CLV in relationship marketing?

3.

Customer Relationship Marketing is generally considered to have its foundations in three B2B marketing functions. Explain what the functions are and what each contributes to a CRM program.

4.

Explain the steps in the Peppers and Rogers model of CRM and the importance of the customer database in the process.

5.

Explain what is meant by the customer lifecycle, and how CRM strategies and messages can be crafted for its various stages.

6.

Discuss the differences between operational and analytical CRM and how they make use of the customer database.

7.

Explain the difference between a customer profile and a model.

8.

True or False: It is easy to include customer data from social networks in the database. Why or why not?

9.

Targeting and personalization are different but related CRM concepts. Be prepared to define each, clearly explaining why they are different from one another and giving an example of each.

10.

True or False: Personalization is a simple process of including the recipient’s name in the subject line or body of the message. Why or why not?

11.

Why have apps become an important part of CRM programs for many companies? Do you believe that apps you use are helpful in building relationships with brands? Sales?

12.

Explain your understanding of “social CRM.”

13.

What are some of the major reasons that the implementation of large CRM systems may be prone to failure?

14.

What do we mean by “seamless customer experience in multiple channels?”

15.

Explain why CRM is a process, not a journey with a final destination