CU - BCOM Sem VI -CRM

["o The RCS (Regional Connectivity Scheme) UDAN scheme which aims to stimulate regional air connectivity has been allocated Rs. 601 crore (US$ 77.52 million) o For a better execution of the PM-Gati Shakti vision, Mr. Jyotiraditya M. Scindia, Minister of Civil Aviation asks for synergy between the Central and State Governments to build 16 new airports in Madhya Pradesh, Chhattisgarh, Uttar Pradesh, Rajasthan, and Maharashtra. \uf0b7 The Ministry of Civil Aviation (MoCA) announced that airlines can operate domestic flights without any capacity restriction, effective from October 18, 2021. \uf0b7 In October 2021, the Union Minister of Civil Aviation, Mr. Jyotiraditya M. Scindia, virtually flagged off the first direct flight along the Shillong\u2013Dibrugarh route, under the RCS-UDAN (Regional Connectivity Scheme - Ude Desh Ka Aam Naagrik) scheme. \uf0b7 Ministry of Civil Aviation launched the Krishi UDAN 2.0 scheme in October 2021. The scheme proposes assistance and incentive for movement of agri-produce by air transportation. The Krishi UDAN 2.0 will be implemented at 53 airports across the country, largely focusing on Northeast and tribal regions, and is expected to benefit farmers, freight forwarders and airlines. \uf0b7 On October 20, 2021, Prime Minister Mr. Narendra Modi inaugurated the Kushinagar International Airport in Uttar Pradesh. The international airport is likely to facilitate the air travel requirements of international Buddhist pilgrims in India. \uf0b7 In August 2021, the government plans to implement a biometric boarding system using facial technology in six airports, including Bengaluru, Hyderabad and Pune. The project is currently in the testing phase. \uf0b7 The Ministry of Civil Aviation (MoCA) is hopeful that aspiring commercial pilots will soon be able to get trained in India without having to leave the country. In this regard, the government in July 2021 announced setting up eight new flying academies across the following five airports: Belagavi and Kalaburagi in Karnataka, Jalgaon in Maharashtra, Khajuraho in Madhya Pradesh, and Lilabari in Assam. \uf0b7 On May 08, 2021, AAI commenced commercial operations at Rupsi airport\u2014 Northeast India\u2019s 15th airport and Assam\u2019s 7th airport. \uf0b7 In March 2021, on the launch of the \u2018Azadi Ka Amrit Mahotsav (India@75)\u2019 by the Government of India, the Ministry of Civil Aviation (MoCA) has proposed 392 routes under the UDAN 4.1 bidding process. \uf0b7 The Airport Authority of India plans to abolish royalty and offer steep discounts in lease rent to encourage MRO units to set up facilities at its airports. \uf0b7 The government is planning to start 14 more water aerodromes across the country, after the successful launch of seaplane service by Prime Minister, Mr. Narendra Modi, 2 5 1","between the Statue of Unity near Kevadiya in Gujarat's Narmada district and Sabarmati Riverfront in Ahmedabad in October 2020. ACHIEVEMENTS Following are achievements of the Government: \uf0b7 Under RCS-Udan scheme, approximately 34,74,000 passengers were flown and 335 routes were awarded during 2019, covering 33 airports (20 unserved, 3 underserved, 10 water aerodromes). ROAD AHEAD India\u2019s aviation industry is largely untapped with huge growth opportunities, considering that air transport is still expensive for majority of the country\u2019s population, of which nearly 40% is the upwardly mobile middle class. The industry stakeholders should engage and collaborate with policy makers to implement efficient and rational decisions that would boost India\u2019s civil aviation industry. With the right policies and relentless focus on quality, cost and passenger interest, India would be well placed to achieve its vision of becoming the third-largest aviation market by 2020. The expenditure of Indian travellers is expected to grow up to Rs. 9.5 lakh crore (US$ 146 billion) by 2021. Due to rise in demand in air travel, India will need 2,380 new commercial airplanes by 2038. According to a report titled \u2018Travel market in India\u2019, published by RedCore\u2014a RedSeer unit focusing on early-stage companies\u2014 the travel market in India, worth ~ US$ 75 billion in FY20, is projected to cross US$ 125 billion by FY27. 13.5 SUMMARY CRM is the abbreviation of Customer Relationship Management. It is one of the most important elements in any business. Simply, it is nothing but maintaining the relationship with your customers. Customer relationship management is not a new thing to learn. But the banking sector needs to give extra importance to this element of business. In the banking sector, CRM practices are becoming more and more important. If a bank can manage their customer\u2019s relationship in a very professional manner, then that bank will have a competitive advantage in the market. Retailing is the combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing, and maintaining inventory. This article explains the meaning of retail and its etymology. Understand the meaning and constituents of the retail industry and the role it plays in the economy of any nation. The industry stakeholders should engage and collaborate with policy makers to implement efficient and rational decisions that would boost India\u2019s civil aviation industry. With the right policies and relentless focus on quality, cost a2nd passenger interest, India would be well placed to achieve its vision of becoming the 5third-largest aviation market by 2020. The 2","expenditure of Indian travellers is expected to grow up to Rs. 9.5 lakh crore (US$ 146 billion) by 2021. Due to rise in demand in air travel, India will need 2,380 new commercial airplanes by 2038. According to a report titled \u2018Travel market in India\u2019, published by RedCore\u2014a RedSeer unit focusing on early-stage companies\u2014 the travel market in India, worth ~ US$ 75 billion in FY20, is projected to cross US$ 125 billion by FY27. 13.6 KEYWORDS CRM is the abbreviation of Customer Relationship Management. It is one of the most important elements in any business. Simply, it is nothing but maintaining the relationship with your customers. Customer relationship management is not a new thing to learn. But the banking sector needs to give extra importance to this element of business. Retailing is the combination of activities involved in selling or renting consumer goods and services directly to ultimate consumers for their personal or household use. In addition to selling, retailing includes such diverse activities as, buying, advertising, data processing, and maintaining inventory. The civil aviation industry in India has emerged as one of the fastest growing industries in the country during the last three years. India has become the third largest domestic aviation market in the world and is expected to overtake UK to become the third largest air passenger* market by 2024. 13.7 LEARNING ACTIVITY \uf0b7 Define retail industry. ___________________________________________________________________________ ___________________________________________________________________________ \uf0b7 State the about aviation industry. ___________________________________________________________________________ ___________________________________________________________________________ 13.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions \uf0b7 Describe CRM practices. \uf0b7 Discuss about government incentives of retail industry \uf0b7 Discuss about government incentives of aviation industry. Long Questions \uf0b7 Explain CRM Practices in Banking Sector. \uf0b7 Describe the evolution of aviation industry. \uf0b7 Describe about the history of retail industry. 2 B. Multiple Choice Questions 5 3","1. Customer Relationship Management (CRM) functions are broadly classified into managerial functions and operative functions. The basic managerial functions of HRM are a. Planning, organizing, directing and controlling b. Job analysis, human resource planning, job specification and directing c. Induction, human resource planning, job analysis and controlling d. Induction, planning, organizing and recruitment 2. ________ are the resources that provide utility value to all other resources. a. Men b. Material c. Money d. Machinery 3. Identify the managerial function out of the following functions of HR managers. a. procurement b. development c. organizing d. performance appraisal 4. Which of the following is an example of operative function of HR managers? a. planning b. organizing c. procurement d. controlling 5. The scope of Customer Relationship Managementincludes \uf0b7 procurement \uf0b7 development \uf0b7 compensation \uf0b7 All of these Answers 1-a, 2-a, 3-c. 4-c, 5-d 13.9 REFERENCES References book \uf0b7 Aswathappa, K. (2002). Customer Relationship Management.New Delhi: Tata McGraw-Hill. \uf0b7 Dessler, G. (2012). Customer Relationship Management.New Delhi: Prentice-Hall of India. \uf0b7 Rao, V.S.P. (2002). Customer Relationsh2ip Management: Text and cases. New Delhi: 5 Excel Books. 4","2 5 5","UNIT \u2013 14 CRM PRACTICES STRUCTURE 14.0 Learning Objectives 14.1 Introduction 14.2 CRM practices and application inhospitality Industry 14.3 Pharmaceutical Industry 14.4 Telecom Industry and Product Markets. 14.5 Summary 14.6 Keywords 14.7 Learning Activity 14.8 Unit End Questions 14.9 References 14.0 LEARNING OBJECTIVES After studying this unit, you will be able to: \uf0b7 Describe nature of CRM practices \uf0b7 Identify scope of Pharmaceutical Industry \uf0b7 State the need and importance of Telecom Industry and Product Markets \uf0b7 List the functions of Telecom Industry and Product Markets 14.1 INTRODUCTION That few companies are achieving the results they expected from their investment in Customer Relationship Management (CRM) is not news. That most companies continue to invest in CRM without a roadmap for increasing shareholder value or even for forging closer customer relationships is also not surprising, since there are few best practices in CRM for companies to follow. In fact, based on our own research and consulting, and a recent examination of best practices in 35 Canadian and U.S. corporations, we could not find one company that excels in every dimension of CRM. However, we did find examples of one or two specific best practices in individual companies. This chapter discusses these selected best practices, which, we believe, companies should consider when trying to improve the performance of their CRM initiatives. It also discuss about the Telecom Industry and Product Markets 2 5 6","14.2 CRM PRACTICES AND APPLICATION INHOSPITALITY INDUSTRY Hospitality is an industry that thrives on customer relationships, and as they quote to their customer \u2018your wish is our command.\u2019 Lately, the customer\u2019s expectations and ways of engagement have changed. To enhance their customer experience at point of time, hotels around the globe are now adopting modern technologies. Let\u2019s understand how a CRM in hospitality industry can help provide premium customer service. What Is Hotel CRM? Customer Relationship Management (CRM) is a process of implementing a software solution to strengthen relationships with existing and potential customers to generate quality leads and boost sales. A hotel CRM focuses on strengthening customer relationships in the hospitality industry. This system provides complete customer information, a customer feedback system, promotional deals, customer loyalty programs, etc. to enhance customer experience at hotel or lodge. This system can also include a telephone IVR and call distribution mechanism allowing hotels to quickly address customers\u2019 needs and take their feedback through automated voice calls. What\u2019s the Need of CRM in the Hospitality Industry? Undoubtedly, every business wants to serve the best to their customers. But a hospitality business is primarily created to provide a lavish and seamless experience to every guest. A well-designed hotel CRM software can help hotels manage their customer database, stay connected to their customers, take timely feedback, and provide personalized services. Let\u2019s understand why there is a need for a CRM in the hospitality industry in detail. \uf0b7 Track Occupancy: Human errors are inevitable, but with the help of a CRM system, you can minimize them. For example, while manually managing the rooms of a hotel it is possible for an employee to allot one single room to two clients. But with CRM\u2019s room occupancy tracking feature, this issue can be avoided. \uf0b7 Provides a Centralized Database: A CRM provides a centralized platform where authorized users can access all the guest\u2019s information. The CRM software for hospitality includes customers\u2019 personal information, their check-in, and check-out date, time, services availed, etc. This information can be used by the marketing and sales team to re-target these customers and invite them back. \uf0b7 Boost Customer Engagement: With a 2CRM system, a visitor can be contacted and engaged during their stay by receiving up5dates about some offers or events happening 7","in the hotel. Also, guests can be asked for feedback through a quick form or even a voice call. This enhances customer experience and makes them feel valued. \uf0b7 Enhances Customer Loyalty: The CRM software helps you to acquire and retain customers and earn their loyalty. Hotel CRM\u2019s features like real-time reporting, personalized notifications, and communication-based on customers\u2019 purchase history make it easier to upsell and cross sell. \uf0b7 Boost Conversions: A hotel CRM provides you the status of a customer or a prospect in the buyer journey, this helps a sales representative to understand the journey and then pitch accordingly. For example, if a potential customer has asked for an offer for his\/her birthday, then the sales representative can use this information and pitch a customized package during that time to increase sales. \uf0b7 Work Efficiently: A hospitality CRM helps marketing, customer service, and sales team to collaborate work efficiently. It allows you to delegate and assign work avoiding miscommunication and confusion. \uf0b7 Automate Communication: A hotel CRM software enables you to automate communication related to personalized offers, wishing birthdays, anniversaries, or sending out feedback forms after check-out. \uf0b7 IVR Integration: The IVR system integration not only helps you in keeping a record but also automates the process of transferring the call to the concerned person. It reduces waiting time, required workforce and cost for hotels. How to Use CRM in the Hotel Industry? We have already learned that the hospitality industry runs purely on the customer service and experience they provide. So, it is imperative for them to provide a wonderful experience at every touchpoint. Due to online bookings trend, the first touch point and interaction has been eliminated. Therefore, it has become crucial to have frequent communication with your customer in later stages. First of all, CRM solution helps marketers in running personalized, segmented and more targeted campaigns. A hotel can use a CRM system to identify the channel through which the customer has been engaged or communicated, it can be through social media, notifications, or even emails. This information will help you identify more responsive channels and you can further concentrate on strengthening them. Along with this, the information saved in CRM also helps in designing personalized communications for clients and prospects. Additionally, a hotel CRM also enables you to strengthen your relationships and communication with your employees. It helps you to keep your employees engaged, measure performance and understand job satisfaction. Your employees who are performing well can be rewarded by measuring their performance through CRM\u2019s feedback system. 2 5 8","Apart from this, a CRM system in hospitality can also be used to measure business growth. Various stakeholders can access data and generate reports to understand what measures are helping the business to perform well and which areas require their attention. The data analysis function in the hospitality CRM software allows hotel owners to make informed and data-driven decisions. Features of CRM in Hospitality Industry for Marketing Implementing a hotel CRM software offers an advanced level of marketing automation tools that can help in running targeted and segment-specific marketing campaigns. Especially with digital marketing evolving like never before, it is important for hotels to integrate their marketing with CRM. This will also allow them to get insights into customer needs, address buyers\u2019 pain through marketing, understand what is working, and derive a higher ROI of each campaign. \uf0b7 Customized Notifications: Customized notifications are a wonderful way to increase customer engagement and give them a personalized WOW experience. A CRM software enables you to send notifications of different offers on customers\u2019 birthdays, anniversaries, or during festivities. This ensures that the customer never forgets you. \uf0b7 Activity Logs: This feature of a hospitality CRM enables you to maintain a record of all the conversations with the customers such as calls, SMS, and emails. While using this, the marketing department can analyze which communication channel is receiving the maximum response and focus on the same medium while working on others simultaneously. \uf0b7 Bulk Messaging: Some hotel CRM solutions offer you marketing capabilities like sending out group and bulk messages using emails, SMS, WhatsApp, etc. It allows the marketing team to target mass audiences and send out a common communication from the brand. It can be used to communicate offers, new ventures, etc. \uf0b7 Quality Lead Generation: One of the major jobs of a marketing department is lead generation. Through a hospitality CRM system, the marketing team can effectively generate quality leads after running well-targeted and concentrated campaigns. What are the Benefits of CRM in Hospitality Industry? B2C CRMs, Business to Customer CRMs, are beneficial in industries like hospitality as they directly deal with the end-user. Let\u2019s have a look at some major benefits of using a B2C CRM in the hospitality industry in detail. \uf0b7 Improved Lead Management: A B2C CRM derives leads from different resources and tracking them all manually can be exceedingly difficult. But, in a B2C CRM, each lead is treated as a separate identity which eases the tracking process. 2 5 9","\uf0b7 Shorter Sales Cycle: A good hotel experience calls for more repeated customers. A B2C CRM system shortens the sales cycle by triggering repeat purchases from the same leads based on their past information available within the CRM. \uf0b7 Enhance Customer Support: B2C businesses may receive multiple enquires in a day for bookings, cancellations, or just enquiries. A B2C CRM with telephony integration can help you in managing this efficiently to provide a better customer experience. \uf0b7 Increases Social Engagement: For recommending purchases and personalizing offers, a B2C CRM provides you with all the interaction and activity of a customer on social platforms. This information helps you in understanding customer behavior and pitch accordingly. \uf0b7 Establish Personal Connection: This CRM system allows your representatives to directly connect with the customer even before the sales. This allows you to earn loyalty points by establishing a personal connection. 14.3PHARMACEUTICAL INDUSTRY CRM in pharma is a centralized place for managing all the drug manufacturers\u2019 data through the web, mobile, email, social media, and other communication channels. At any moment when someone checks in through your CRM, they will be able to retrieve flawless data about you and the product(s) you develop or deliver. With Pharma CRM, you can promote the development of your newest medication(s) and treatments, organize your work staff for optimal productivity, and also track how much you spend to ensure regulatory compliance. ROLE OF CRM IN PHARMACEUTICALS Role of CRM in Pharmaceuticals is very crucial. From Small Pharma companies to large pharma companies the data is very unmanaged. The team faces multiple challenges on a daily basis. To provide help, CRM is introduced to the industry. CRM refers to Customer relationship management. CRM handles all the tasks in one place. This software generates leads as well as also attracts potential customers. This is designed to meet the demands of clients. This also increases the efficiency and visibility of pharma companies. How CRM works for Pharma companies? 2 6 0","To less the workload of pharma companies, CRM is used. here, to make moire clarity I will discuss the steps of working CRM. 1. Capture the leads: \u2013 CRM captures the lead from every touchpoint, boosts the conversations, and increases the customer\u2019s profitability. This automatically capturing the leads from suitable sources, and record the data into the software. It does all the tasks in one place. 2. Optimize lead Management: \u2013 CRM manages all the leads from a single platform, enables intelligent automated lead assignments in pharmaceuticals and provides content field coaching tips to field representatives. This will handle all the generated leads. 3. Personalize the pitch: \u2013 Leverage data from CRM to pharma, social, and third-party systems to get 360-degree views of prospects and make relevant sales. 4. Generate more customer value: \u2013 This creates customer relationships and cares for this and run the program according to them. This will also focus on to improve the quality of the customer\u2019s profile. 5. FTR: \u2013 Capture and manage all service requests with detailed customer histories to provide FTR resolution and outstanding customer experiences at all touchpoints. This will maintain the relationship even after the end of the lead. In this, customers can also give feedback, on the basis this can improve the offers. 6. Personalize cross-sell and upsell: \u2013 This will store the data, history of leads. That will help them to raise the quality of leads. 7. Help customers, help themselves: \u2013 This installs the updations of software into the customer\u2019s mobile phone automatically and also optimizes the costs when the rates of pharma companies\u2019 services are low. What types of benefits does CRM offer to pharmaceuticals? CRM is the best software to maintain the leads of pharma agencies. This offers many benefits. 1. Excell efficiency: \u2013 This automatically handles all the work at single software without any mistake. This way, this boosts the productivity and the sales of pharma companies. 2. Track the leads: \u2013 When lead is generated, all the data is stored in the CRM. This way, CRM tracks customer and employee activity. By tracking this can un2derstand the needs of the clients and if they need any installation, then CRM will provide thi6s at no cost. 1","3. Plane the schedule: \u2013 CRM plan daily tasks for clients. so there is no need to worry about any mismatching because all tasks will plan automatically. 4. Employee database: \u2013 It is a very big task to embed all the data of employees into one place with full safety but this software provides this facility too. With the help of this, you can manage all the information about your employees in a single place. This will also help to avoid the messiness of data. 5. Import, export data: \u2013 CRM allows you to import and export your data at any place, anywhere without difficulty. This way, you don\u2019t have to need to use any separate or additional software for this task. 6. Permission hierarchy wise: \u2013 This is again the best feature of the CRM. In this, all the work of team members and team leaders are perfectly planned. Team leaders can easily track the activities of their team members on this software rather than go manually. This is a time-saving process. 7. Cycle activity planning: \u2013 In the customer relationship software, there is full data of customers and dealers. For the pharma companies, to save time, all the planning of work is done through this software. 8. Automatically installation: \u2013 This will automatically install the updated version of CRM. There is no need for clients to install by themselves. 14.4TELECOM INDUSTRY AND PRODUCT MARKETS Customer retention is one of the most important practices in the telecom industry. Although, it has been a challenge for many telecom organizations to retain customers. It is because of the technological changes, which are taking place at a very fast pace. Such as, with the introduction of new technologies, people are changing their phones and subscriptions more often. To retain their customers, organizations have to adopt effective customer retention practices. Challenges in Retaining Customers The challenges faced by the telecom customers can be broadly classified as: \uf0b7 Lack of awareness about product or service offerings from the company \uf0b7 Lack of satisfaction with customer care or support services provided by organizations \uf0b7 Untimely resolution of issues faced by customers What Are The Benefits of CRM Practices in the Telecom Industry? The major benefit of effective CRM practices is that they can help organizations to retain 2 their customers. 6 2","As mentioned earlier, one of the major challenges faced by the telecom industry is the technology changes. With the introduction of new technologies, people are changing their phones and subscriptions more often. If the organizations can retain their customers, then it will help them to build a loyal customer base. Moreover, retaining customers is much more profitable for the organizations than acquiring new customers. Acquiring new customers is very expensive for organizations. So, if they can retain their existing customers, then it will save a lot of money for them. In addition, retaining customers will make them more profitable and productive. What Are The CRM Practices in the Telecom Industry? There are several customer retention practices adopted by telecom organizations to retain their customers. Let us have a look at some of these practices: Awareness Building Activities Organizations are conducting awareness-building activities to increase awareness about their product or service offerings among their existing as well as prospective customers. They are also conducting various contests and programs to increase the retention rate among their customers. For example \u2013 Airtel has launched various programs such as Airtel Green Rewards and Airtel Champions League T20 to promote its mobile products among its existing as well as prospective mobile subscribers. Customer Satisfaction Activities Telecom companies are conducting various customer satisfaction activities such as regular surveys and feedback sessions to get feedback from their existing as well as prospective customers about various services that they are providing. For example \u2013 BSNL has conducted various surveys and feedback sessions intending to improve its customer care services. It has also used social media tools such as Twitter, Facebook, and YouTube to get feedback from its customers regarding its services and products Problem Resolution Activities To resolve issues faced by its existing as well as prospective customers, organizations are using various problem resolution techniques such as direct call transfer feature, SMS alerts, etc. For example \u2013 BSNL has implemented smart solutions for problems such as missed call alerts on prepaid mobile subscribers and SMS alerts on postpaid mobile subscribers to resolve issues related to voice connectivity on mobile phones Incentive Scheme Activities Organizations are using incentive schemes such as loyalty programs and cashback offers to increase the retention rate among their customers. For example \u2013 Airtel has launched Airtel Rewards which allows its subscribers to earn cashback offers on their purchases of prepaid recharges and data cards etc. 2 6 3","14.5SUMMARY Hospitality is an industry that thrives on customer relationships, and as they quote to their customer \u2018your wish is our command.\u2019 Lately, the customer\u2019s expectations and ways of engagement have changed. To enhance their customer experience at point of time, hotels around the globe are now adopting modern technologies. Organizations are using incentive schemes such as loyalty programs and cashback offers to increase the retention rate among their customers. For example \u2013 Airtel has launched Airtel Rewards which allows its subscribers to earn cashback offers on their purchases of prepaid recharges and data cards etc. Apart from this, a CRM system in hospitality can also be used to measure business growth. Various stakeholders can access data and generate reports to understand what measures are helping the business to perform well and which areas require their attention. The data analysis function in the hospitality CRM software allows hotel owners to make informed and data-driven decisions. CRM in pharma is a centralized place for managing all the drug manufacturers\u2019 data through the web, mobile, email, social media, and other communication channels. At any moment when someone checks in through your CRM, they will be able to retrieve flawless data about you and the product(s) you develop or deliver. With Pharma CRM, you can promote the development of your newest medication(s) and treatments, organize your work staff for optimal productivity, and also track how much you spend to ensure regulatory compliance. Customer retention is one of the most important practices in the telecom industry. Although, it has been a challenge for many telecom organizations to retain customers. It is because of the technological changes, which are taking place at a very fast pace. Such as, with the introduction of new technologies, people are changing their phones and subscriptions more often. To retain their customers, organizations have to adopt effective customer retention practices. 14.6 KEYWORDS Customer Relationship Management (CRM) is a process of implementing a software solution to strengthen relationships with existing and potential customers to generate quality leads and boost sales. A hotel CRM focuses on strengthening customer relationships in the hospitality industry. This system provides complete customer information, a customer feedback system, promotional deals, customer loyalty programs, etc. to enhance customer experience at hotel or lodge. Customer retention is one of the most important practices in the telecom industry. Although, it has been a challenge for many tele2com organizations to retain customers. It is because of the technological changes, which are6taking place at a very fast pace. 4","CRM in pharma is a centralized place for managing all the drug manufacturers\u2019 data through the web, mobile, email, social media, and other communication channels. At any moment when someone checks in through your CRM, they will be able to retrieve flawless data about you and the product(s) you develop or deliver. 14.7 LEARNING ACTIVITY \uf0b7 Define Pharmaceutical industry. ___________________________________________________________________________ ___________________________________________________________________________ \uf0b7 State the features of telecom industry. ___________________________________________________________________________ ___________________________________________________________________________ 14.8 UNIT END QUESTIONS A. Descriptive Questions Short Questions \uf0b7 What Is Hotel CRM? \uf0b7 Identify and discuss CRM functions? \uf0b7 Elaborate about the nature of Features of CRM in Hospitality Industry for Marketing. \uf0b7 How CRM works for Pharma companies? \uf0b7 What types of benefits does CRM offer to pharmaceuticals? Long Questions \uf0b7 What\u2019s the Need of CRM in the Hospitality Industry? \uf0b7 How to Use CRM in the Hotel Industry? \uf0b7 What are the Benefits of CRM in Hospitality Industry? \uf0b7 Explain the role of CRM in pharmaceuticals. \uf0b7 What Are The CRM Practices in the Telecom Industry? B. Multiple Choice Questions 1. The zone of tolerance is defined by the difference between a. Predicted service and perceived service b. Expected service and desired service. c. Predicted service and desired service d. Desired service and adequate service. 2. Customers ultimately determine the services by ___ a. The levels of marketing effectiveness and operational efficiency b. The cycle of fluctuations c. The price of the competitors. 2 d. The type of competitors. 6 5","3. During a service recovery effort, the employee promptly refunded the customer\u2019s money but threw the money at the customer. As a result, the recovery effort violated the customers ___ justice need a. Social. b. Interactional c. Ethical. d. Procedural 4. Soft technologies refer to a. The personal touches that ultimately lead to customer satisfaction. b. Guidelines that permit employee empowerment c. Hardware that facilitates the production of a standardized d. Flexible rules that can be bent to meet customer needs. 5. The ___ is calculated by dividing the activity time by the number of locations at which the activity is performed. a. Process time. b. Activity time. c. Service cost per meal d. Maximum output per hour Answers 1-a, 2-a, 3-a. 4-a, 5-a 14.9 REFERENCES References book \uf0b7 Aswathappa, K. (2002). Customer Relationship Management.New Delhi: Tata McGraw-Hill. \uf0b7 Dessler, G. (2012). Customer Relationship Management.New Delhi: Prentice-Hall of India. \uf0b7 Rao, V.S.P. (2002). Human Resource Management: Text and cases. New Delhi: Excel Books. 2 6 6"]