客户关系管理第二版答案

客户关系管理第二版答案
科目：商务英语
题型一：选择题
1. Which communication skill is the most important in customer service?
a. Listening
b. Speaking
c. Writing
d. Reading
答案：a
2. What does CRM stand for?
a. Customer Relationship Maintenance
b. Customer Relationship Management
c. Customer Resource Management
d. Customer Revenue Maximization
答案：b
3. Which of the following is NOT a component of CRM?
a. Sales Management
b. Marketing Automation
c. Customer Service
d. Human Resources
答案：d
4. Which of the following is NOT a benefit of CRM implementation?
a. Increased customer satisfaction
b. Increased customer retention
c. Decreased employee productivity
d. Increased revenue
答案：c
5. What is the main objective of CRM?
a. To acquire new customers
b. To increase customer satisfaction
c. To reduce costs
d. To maximize profits
答案：b
题型二：填空题
1. CRM is a strategy for managing _________ interactions with ________ to improve business ________ and _______.
答案：customer; customers; relationships; performance
2. ________ is the ability to understand and respond appropriately to customers’ needs.
答案：Empathy
3. CRM systems provide a _________ view of the customer
across all business _______.
答案：360-degree; functions
4. When implementing a CRM system, it is important to involve all _______ who interact with customers and provide _______ training.
答案：employees; adequate
5. To be effective, __________ systems should be integrated with other business applications such as _________ and
_________.
答案：CRM; ERP (Enterprise Resource Planning); SCM (Supply Chain Management)
题型三：判断题
1. CRM is only concerned with acquiring new customers. (False) 答案：False
2. Listening is the most important communication skill in customer service. (True)
答案：True
3. Sales management is a component of CRM. (True)
答案：True
4. The objective of CRM is to maximize profits. (False)
答案：False
5. A 360-degree view of the customer includes only the sales department’s interactions. (False)
答案：False
题型四：简答题
1. What is customer retention, and why is it important?
答案：Customer retention refers to the ability to retain customers over time. It is important because it costs less to retain a customer than to acquire a new one, and loyal customers tend to buy more frequently and recommend the company to others.
2. Explain the difference between a customer and a client.
答案：A customer is someone who buys a product or service from a company. A client is someone who engages a company to provide a product or service, usually on an ongoing basis. 3. What are some challenges associated with implementing a CRM system?
答案：Some challenges may include resistance from employees who are not used to using the system, integrating the system with other business applications, and ensuring accurate and comprehensive data is entered into the system.
4. What is the purpose of marketing automation?
答案：The purpose of marketing automation is to streamline and automate marketing processes in order to increase efficiency and effectiveness. It can include email campaigns, social media management, and lead generation.
5. Why is it important for all employees who interact with
customers to be involved in CRM implementation?
答案：It is important because all employees have unique perspectives on customer needs and interactions, and
involving them in the implementation process can lead to more effective use of the system and better understanding of customer behavior.。