Customer Relationship Management We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030

1. Amity MBA 4th Sem ASODL Customer Relationship Management
Q1. Elaborate the philosophy of CRM practiced in retail business. Support your answer with
relevant example.
Q2. Explain the CRM process in retail. Do you feel that well planned CRM process is necessary
for a retail firm to meet and beat competition? Justify your answer with your arguments.
Q3. Explain how the customer service feedback is sought by the retail firms. What are the
emerging trends of CRM in the organized retail?
Q4. Describe the rationale and benefits of CRM in organised retail. How it differs from the CRM
process adopted by traditional retail?
Q5. Develop a CRM program for the organized retail format BIGBAZAAR and how you will
suggest them to implement the program?
Case Study
Case Detail :
“Customer Service: The Nordstrom Way”
The Nordstrom store is known for its exceptional customer service. It is customer service that makes
Nordstrom so special. The Nordstrom store differentiates and distinguishes itself from competition
through excellent customer service. Customer service is said to be the culture at Nordstrom and the
organization has emerged as a world wide example for customer service at retail.
The Nordstrom store targets middle to upper income women and men offering merchandise
categories like shoes, apparent, accessories, cosmetics etc. at competitive prices. The chain can boost
of a highly motivated,” self-empowered people who have an entrepreneurial spirit, who feel that they
are in this to better them and feel good about themselves, to make more money and to be
successful.”
To cite an example of customer service at Nordstrom: There was a customer who fell in love with a
pair of burgundy, pleated, Donna Karan slacks that had just gone on sale at a Nordstrom store, but
the store was out of her size and the sales associate was not able to locate a pair at any other
Nordstrom store in the area. Knowing that the same slacks were available with a competitor across
the street, the associate secured some petty cash from the department manager, walked across to the
competing department store where she bought the slacks at full price, returned to Nordstrom and
then sold them to the customer at the marked-down Nordstrom price. The culture of Nordstrom is to
delight every customer. Though Nordstrom did not make money on that sale it was an investment in

2. promoting the loyalty of an appreciative customer, who would definitely make a repeat purchase
from the store.
Q1. Why is customer service important to a store?
Q2. How can a retail store make service its culture? What arte the lessons of a customer service
we can learn from Nordstrom?
Customer Relationship Management
1. Customer service in retailing focuses on
2. Customer service has the dimensions
3. This is not the set of service standards used by the retailer for his customer Right
strategy
4. This is not one of the classification of customer expectations
5. __________ is absolutely essential attributes of the experience
6. __________ are the attributes the customer doesn’t expect, but knows about them and
appreciates it if the experience includes them.
7. ____________ are the associated attributes of the experience that the customer takes
for granted
8. __________ is the ‘surprise’ attributes that add value for the customer beyond his or
her desires or expectations.
9. One of the following is not the goal of customer service process flow
10. It’s the goal of the customer service process flow where the service provider do what is
promised is known as ___________
11. It’s the goal of the customer service process flow where the service provider takes
into account the customer’s point of view is known as ___________.
12. It’s the goal of the customer service process flow where the service provider create a
feeling of confidence in the customer during the service delivery process
13. _______ need to be trained at all levels to deliver the most efficient customer service
as it is they who make the moments ‘magical’ for the organization to the customer.
14. Communicating the organization’s ___________ to the employees work wonders

3. 15. Developing an effective ____________ for the whole organization also helps the retail
firm to operate a lot more efficiently.
16. Some retailers use _________ to evaluate the service quality performance
17. This is not one of the parameters the retailers do for analyzing its organizational
assessment of the service and culture:
18. The retailer needs to monitor and measure service quality of
19. When customer service is less than the expectations, the service rendered by the retail
firm is________.
20. Customer expectations keep _____.It’s the retail organisation’s responsibility to achieve
higher levels of customer satisfaction.
21. From the customer’s perspective ______ is the perception of the shopper to draw
benefits from a purchase (formed by the total retail experience).
22. This is not one of the four factors to be kept in mind in relationship retailing
23. It is more worth nurturing relationships with some shoppers than with others; they are
termed as________ and they should be singled out
24. Courtesy (referring to the customer by name and saying thank you) and suggestion
selling is termed as _________ in the classification of customer services. They are the
low cost services and value high for the shopper.
25. High cost of offering the customer service and high value of the customer service to the
shopper, for e.g.: transaction speed, credit, gift registry etc. is being termed as
____________.
26. An upscale retailer would offer _____ customer services than a discount store
27. Researches have proven this fact that it costs 3 to 6 times more to sell product and
services to_______ than to __________.
28. CRM is an iterative process that turns _______ into ________.
29. This is not one of the 4 activities of the CRM PROCESS CYCLE:
30. Ideally, the database should not contain the following information
31. One of the following sentences on customer loyalty to a retailer is not true

4. 32. Three approaches that store-based retailers generally use to overcome the problem of
identifying most customers who are making in-store transactions. The following is not
the right approach:
33. _________ is a specific type of data analysis that focuses on the composition of the
bundle of products purchased by a household during a single shopping occasion.
34. A commonly used measure to score each customer is ________.It is the expected
contribution from the customer to the retailer’s profits over his or her entire
relationship with the retailer
35. Retailers know that a relatively small number of customers account for the majority of
their profits. This realization is often called the _________.80% of the sales or profits
come from 20 percent of the customers.
36. A commonly used segmentation scheme divides customers into four segments. The
incorrect segmentation is:
37. Customers in the lowest segment of customer pyramid can cost the company money.
They often demand a lot of attention but do not buy much from the retailer.
38. This segment is composed of the retailer’s customers with the top 25 percent LTVs.
These are the most loyal customers who are not overly concerned about merchandise
price and place more value on customer service.
39. Customers in this third tier probably do not deserve much attention from the retailer
due to their modest LTV.
We Also Provide SYNOPSIS AND PROJECT.
Contact www.kimsharma.co.in for best and lowest cost solution or
Email: amitymbaassignment@gmail.com
Call: 9971223030