1. How is Customer Relationship Management (CRM) different from Relationship Marketing and Customer Information Management? Why is CRM more than just implementation of technology?
2. What are the different components of CRM? In what ways do these components impact on the overall process of managing customer relationships? Provide some examples to illustrate your answers?
3. Briefly describe the various theories that explain bi-lateral relationships. How does an understanding of the basis for relationships help a manager to effectively manage customer relationships? Explain using a couple of examples?
4. What role does trust play in relationships between customers and organisations? Briefly explain the components of trust and how they may apply to your relationship with your preferred hairdresser or salon?
5. Briefly explain the various theories that explain multi-lateral relationships relevant to organisations? Are these broader multi-lateral relationship theories consistent at all with bilateral relationship theories studied previously? Explain?