MK0015 Services Marketing and Customer Relationship Management

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ASSIGNMENT QUESTION PAPER

DRIVE	SUMMER 2015
PROGRAM	MBADS (SEM 4/SEM 6) MBAFLEX/ MBA (SEM 4) PGDMMN (SEM 2)
SUBJECT CODE & NAME	MK0015 Services Marketing and Customer Relationship Management
BK ID	B 1808
CREDITS&MARKS	4 Credits, 60 marks

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of 400 words. Each question is followed by evaluation scheme.

Q. 1. Define Customer Relationship Management (CRM). Explain the basic requirements for CRM implementation process.

Answer: Customer relationship management (CRM) is an approach to managing a company's interaction with current and future customers. It often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.Over the years, we have heard a wide variety of terms that

Q. 2. What do you mean by Service quality? Briefly describe the steps involved in Gap analysis.

Answer:"Service quality is a focused evaluation that reflects the customer's perception of specific dimensions of service: reliability, responsiveness, assurance, Empathy, tangibles. Satisfaction, on other hand, is more inclusive: it is influenced by perceptions of service quality, product quality, and price as well as situational factors and personal factors

Service quality affects customer satisfaction by providing performance (real benefits). For example, if consumers believe they have entered the McDonald's restaurant, they will get food, service, high quality everywhere the same, no matter the location of the restaurant, put forward by Millend M Lele.

Steps involved in Gap analysis.

Q. 3. What do you mean by Service marketing? Describe the services marketing triangle in detail with figure.

Definition of Service marketing

services marketing triangle

Answer:Services marketing is a sub-field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services such as telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services.

Services are (usually) intangible economic activities

Q. 4. What do you mean by Customer acquisition in service marketing? What are all the essential requisites for an Organisation to be effective in its acquisition efforts?

Answer:Customer acquisition management is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques. Various marketing techniques that are believed to be effective at Customer Acquisition include customer referrals, customer loyalty programs, and participating in charitable events. Customer Acquisition Management can be considered the connectivity between advertising and customer relationship management. This critical connectivity facilitates the acquisition of targeted customers in an effective fashion.

Customer acquisition management has many similarities to

Q. 5. Write a short notes on:

A. Branding of services

Answer:The basics of branding products and services are similar. Branding your service-based small business, though, poses challenges greater than those faced by product-driven companies. Services are intangible and each customer experience is unique. Even a small number of bad customer experiences can severely damage your brand and service reputation. This is especially true for smaller businesses in smaller communities where word of mouth spreads more easily.

B. Differentiate between branding services and branding products.

Answer: Product brands are about products. Mars, a classic Product brand, doesn’t answer back, doesn’t get tired, isn’t anxious, is always ready to perform and always tastes the same. Every experience with a Product brand is/should be identical. Service brands aren’t like that. Service brands are about people. People who represent the organization lose their tempers, get tired and anxious, and sometimes have just had enough that day.

Q. 6. Write a short notes on :

A. Self-service Technologies with examples

Answer:Self-Service Technologies (SSTs) are technological interfaces allowing customers to produce services independent of involvement of direct service employee. Self-Service technologies are replacing many face-to-face service interactions with the intention to make service transactions more accurate, convenient and faster.

Self-service success stories speak for themselves. Take this case study: The internal help desk at Microsoft supports more than 105,000 clients -- employees, vendors and contractors -- with five international call centers. Two years ago, in an attempt to reduce call volumes, the company deployed a number of self-service tools, including

C. Customer Interaction Management(CIM)

Answer: Customer Interaction Management (CIM) refers to a type of Enterprise Software Application which is responsible for managing the interaction between an organisation and its customers. Normally, a CIM application will be deployed in a contact centre and used by the agents while communicating with clients customers of the organisation. Customer Interaction Management systems handle communication across multiple different channels, such as (but not exclusive to) e-mail, SMS, telephone, Instant Messaging, whitemail (scanned documents) and social media.

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