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Customer Relationship
Management
Dec 2025 Examination
Q1. Fabindia is a mid-sized Indian retail company known for
its focus on handcrafted and ethnic products made by rural artisans. It connects over 50,000 craftspeople to
urban markets, creating sustainable livelihoods and preserving traditional
Indian crafts. Fabindia has recently
implemented a CRM system to manage its growing customer base. The company has a
diverse set of customers, ranging from high-value, frequent buyers to a large group
of low-spending, infrequent shoppers. Management
is struggling to
balance the need for personalized engagement with operational efficiency. They
are considering how to use CRM data to segment customers and tailor
relationship strategies but are unsure how to proceed to maximize both customer
satisfaction and profitability.
Based on the scenario,
how should the company apply CRM segmentation and profiling techniques to
develop a differentiated relationship policy for each customer segment,
ensuring both operational efficiency and customer intimacy?
Word Limit: 400 Words (10
Marks)
Q2. MBN Bank is a large
retail bank in India. It focuses on building a customer-centric, digitally-driven,
and ethical banking experience. The bank offers a range of financial products
and services for both individuals and businesses, including savings accounts,
loans, and various banking solutions. MBN Bank has invested heavily in a
state-of- the-art CRM platform, automating customer interactions across digital
channels. Despite the advanced technology, customer satisfaction scores have
stagnated, and employee engagement is low. The bank’s leadership realizes that
the CRM project was driven by IT, with limited input from marketing or HR, and
without significant changes to organizational culture or customer-centric
processes. The executive team is now reconsidering its approach to CRM. Critically assess
the decision to
focus CRM implementation primarily
on technological infrastructure rather than on marketing strategy and
organizational culture. What are the potential risks and how would you justify
a more balanced approach to CRM adoption?
Word Limit: 400 Words (10
Marks)
Q3(A). GoodLife Fitness
Centres Inc., a national fitness chain is the largest health club company in
Canada with over 450 locations across the country. GoodLife Fitness has
accumulated a large customer database but lacks actionable insights into
customer behavior and value. Membership retention is low, and generic loyalty
programs have failed to drive engagement. The management wants to use CRM
analytics to segment customers, predict churn, and develop differentiated
loyalty initiatives that align with the needs and preferences of each segment,
ultimately increasing profitability and customer satisfaction.
Create a data-driven
segmentation and loyalty program strategy for a service organization seeking to
maximize customer lifetime value. How would you use CRM analytics to identify
high-potential segments, design targeted offerings, and measure program
effectiveness?
Word Limit: 250 Words (5
Marks)
Q3 (B). Vulkan
Industries, a manufacturing company relies on a network of independent distributors
to reach end customers. Both Vulkan and its distributors, recognize the
potential of CRM systems to share customer insights and co-create tailored
offerings, but mutual distrust and concerns over data ownership have stalled
collaboration. Vulkan wants to break this deadlock and seeks a solution that
aligns interests, protects sensitive information, and unlocks new value for
both supplier and distributor.
Propose an innovative
framework for integrating CRM systems between Vulkan and its network of
distributors, aimed at overcoming mutual distrust and enabling collaborative
customer profiling. How would your solution ensure data security, trust-
building, and the creation of joint value propositions?
Word Limit: 250 Words
(5 Marks)
Dear students, get fully
solved assignments by professionals
Do send your query at :
or call us at :
08263069601
(Plagiarism proofed
assignments available with 100% surety and refund)
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