CSCP Premium Exam Questions

Implementing customer relationship management (CRM) begins with establishing a customer-centric culture within the organization. The steps involved are:

• Creating a Customer-Centric Organization: This step involves shifting the company's focus to prioritize customer needs and preferences. It requires aligning the company's mission, values, and strategies around customer satisfaction and engagement.
• Developing a Map of the Customer Segments: Once the organization is customer-centric, it can then identify and segment its customer base to better understand different needs and tailor approaches accordingly.
• Documenting the Objectives for Implementation: Clear objectives must be set to guide the CRM implementation process. These objectives ensure that all efforts are aligned and measurable.
• Selecting an Information Technology Solution: The final step is choosing the right technology to support CRM activities. This includes selecting software that can manage customer data, track interactions, and provide insights for continuous improvement.

References

• Payne, A., & Frow, P. (2005). A Strategic Framework for Customer Relationship Management. Journal of Marketing, 69(4), 167-176.
• Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies. Routledge.

• Context: Customer relationship management (CRM) systems aim to manage a company's interactions with current and potential customers.
• Options Breakdown:
• Correct Answer Justification: The primary purpose of CRM is to enhance customer satisfaction and loyalty, thereby increasing the retention of key customers, which is crucial for long-term business success.

References:

• CRM system benefits and implementation guides
• Industry reports on CRM effectiveness in improving customer retention

The Delphi technique is a structured forecasting method that relies on the opinions of a panel of experts. Here’s how it works:

• Expert Panel: A group of experts in the relevant field is selected to provide their insights and forecasts.
• Iterative Rounds: The process involves multiple rounds of questionnaires sent to the experts. After each round, a facilitator provides a summary of the forecasts and reasons provided by the panel.
• Anonymity: Experts provide their opinions anonymously to prevent the influence of dominant individuals and to encourage unbiased input.
• Convergence: Through iterative feedback and revisions, the panel’s forecasts tend to converge towards a consensus.

The Delphi technique is particularly useful for long-term forecasting and scenarios where quantitative data is scarce or unreliable.

References:

• Armstrong, J. S. (2001). Principles of Forecasting: A Handbook for Researchers and Practitioners. Springer.
• Rowe, G., & Wright, G. (1999). "The Delphi technique as a forecasting tool: issues and analysis." International Journal of Forecasting.

Customer dissatisfaction often arises when there is a significant disparity between what customers expect and what they perceive they receive. This gap can be explained through the following steps:

• Customer Expectations: Customers form expectations based on marketing, previous experiences, and word-of-mouth. These expectations shape their perception of what the service or product delivery should be like.
• Perceived Performance: This is the customer's perception of how well the product or service actually meets their expectations. This perception is influenced by the actual performance, communication, and interaction with the company.
• Performance Gap: When there is a discrepancy between the expected performance and the perceived performance, it creates a performance gap. This gap is often due to overpromising and underdelivering, miscommunication, or a genuine shortfall in the product or service quality.
• Impact on Customer Satisfaction: The larger the gap between what customers expect and what they perceive they receive, the higher the probability of dissatisfaction. This is because unmet expectations lead to disappointment, frustration, and a negative overall experience.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41-50.