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In: Operations Management

The XYZ Corporation conducts sales of its product (a range of bicycles) via its Internet Web...

The XYZ Corporation conducts sales of its product (a range of bicycles) via its Internet Web site and also via several physical stores. The business also has a HRM department, a call centre, a manufacturing centre (producing bicycles), a sales department, and several suppliers of component parts for its bicycles. When considering the CRM for this business, how would an analyst define ‘touch points’ and what would these ‘touch points’ be for XYZ? . Why would we then define this complete set of ‘touch points’ to be a 360-degree view of a customer? (1 mark) Identify the type of CRM application that would be used for sales on the Internet Web site – and explain why this type of application would support Web-based sales .

Solutions

Expert Solution

A) TOUCH POINTS ARE THE INTERACTIONS BETWEEN CUSTOMERS AND BUSINESSES. THESE HELPS IN INFLUENCING THE CUSTOMER EXPERIENCE AND BRAND PERCEPTION.

B)

  • DIFFERENTIATION:- DIFFERENT WAY TO DEAL WITH CUSTOMERS DOUBTS AND AFTER SALES SERVICES CAN HELP IN INTERACTING WITH CUSTOMERS.
  • DEFINING YOUR BRAND:- TELLING THE DETAILS TO THE CUSTOMER BY DIRECT COMMUNICATION CAN HELP TO KNOW THE PREFERENCES OF CUSTOMERS.
  • EXECUTING YOUR BRAND CONSISTENCY:- THE PRODUCTS SHOWN ON WEBSITE MUST MATCH THE IN- STORE PRODUCTS.

C) 360 DEGREE CUSTOMER VIEW IS THE IDES THROUGH WHICH A COMPLETE VIEW OF CUSTOMERS BY AGGREGATING DATA FROM THE VARIOUS TOUCH POINTS THAT A CUSTOMER MAY USE TO CONTACT A COMPANY TO PURCHASE PRODUCT AND RECEIVE SERVICE AND SUPPORT.

D) CRM- APPLICATIONS:-

  • SALES FORCE- The Salesforce ecommerce CRM offers different deployment options: cloud and web, plus support for mobile devices
  • ZOHO-  Even a standard plan offers sales forecasting, reports, mass emailing and other important features.
  • ACT-  The tool retains all of the important customer-related data, launch targeted email marketing campaigns, allows you to group your clients in a database and more.

keosha answered 1 year ago
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