Question 1:
(a) What is total customer satisfaction.
(b) How will customer safisfaction be measured.
(c) Describe the importance of customer value creation and discuss ways to improve those value discipline.
Question 2:
(a) Show whether customer loyalty is synonymous to profitability.
(b) What will a loyalty programme reasonably do.
(c) What are the pitfalls to avoid when choosing a loyalty strategy.
Question 3:
(a) What is understand by customer equity.
(b) Compare and contrast the concept of Recency Frequency and Monetary Value (RFM) and Customer Lifetime Value (CLTV).
(c) How valuable is the "word-of-mouth" concept.
Question 4:
(a) Describe the concept of Customer Relationship Management (CRM).
(b) Show the benefits and difficulties in launching and implementing a CRM system.
(c) What are the pitfalls to avoid to make sure a successful CRM system.