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Chap008 - Chapter 08 Enterprise Business Systems Chapter 08...

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Chapter 08 - Enterprise Business Systems Chapter 08 Enterprise Business Systems True / False Questions 1. (p. 299) CRM systems store customer account data in multiple specialized databases and then make it available throughout a company via Internet, intranet, or other network links. FALSE CRM systems store data in a common customer database that integrates all customer account information. AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1b 2. (p. 299) CRM gives sales representatives lagged, but recent, access to a customer's account status and history before scheduling sales calls. FALSE CRM gives sales representatives real-time access to customer data. AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1a 8-1
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Chapter 08 - Enterprise Business Systems 3. (p. 302) Call center software helps customer service reps assist customers who are having problems with a product or service by providing relevant service data and suggestions. FALSE Call center software routes calls to customer support agents; help desk software helps customer services reps deal with problems. AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1b 4. (p. 302) It costs twice as much to sell to a new customer than it does to sell to an existing one. FALSE It costs six times more to sell to a new customer than to sell to an existing one. AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1b 5. (p. 302) A company can boost its profits 85 percent by increasing its annual customer retention by only 5 percent. TRUE AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1b 8-2
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Chapter 08 - Enterprise Business Systems 6. (p. 302) The majority of complaining customers will do business with a company again if it quickly takes care of the problem. TRUE AACSB: Technology Bloom: Knowledge Difficulty: Easy Learning Objective: 1b 8-3
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Chapter 08 - Enterprise Business Systems 7. (p. 305) CRM can keep track of when a customer contacts a company, if the customer uses a previous contact point. FALSE CRM can keep track of when a customer contacts a company, regardless of the contact point. AACSB: Technology Bloom: Knowledge Difficulty: Easy Learning Objective: 1b 8. (p. 306) According to the case in the text, Harrah's CRM uses only its own proprietary customer information. FALSE Harrah's uses both proprietary information and information from other sources. AACSB: Technology Bloom: Knowledge Difficulty: Easy Learning Objective: 1c 9. (p. 306) Industry research groups report that most CRM projects produce the promised results. FALSE Research groups report that over 50 percent of CRM projects do not produce the results that were promised. AACSB: Technology Bloom: Knowledge Difficulty: Medium Learning Objective: 1c 8-4
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Chapter 08 - Enterprise Business Systems 10.
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