M.B.A. DEGREE EXAMINATION, NOVEMBER/DECEMBER 2017.
Third Semester
CUSTOMER RELATIONSHIP MANAGEMENT
2 90137 AB
Time 3 Hours Max. Marks 70
PART — A
Answer ALL following questions. 2 10 Marks)
1. Customer loyality
2. Siebel
3. e-CRM
4. My Sap
5. Ethics in CRM.
PART — B
Answer the following questions. 10 50 Marks)
6. What is CRM? Explain the evolution of CRM.
Or
Explain the relationship selling concept in detail.
7. What are technological tools required for CRM?
Or
What are the components of CRM solutions? Explain.
8. What are operational issues required in implementing CRM.
Or
Discuss the benefits and barriers to CRM.
9. Describe the concept of customer relationship quality management.
Or
How do you design effective relationship management system? Explain.

10. What are CRM road blocks? Discuss.
Or
Discuss the future of customer relationship management.
PART — C
Case study (Compulsory) (10 Marks)
11. Although academic research on CRM development in Russia is minimal, the
implementation of CRM practices are evident in the example of two
telecommunication providers:
Svyazinvest national provider); and MegaFon-Moscow regional provider).
Svyazinvest is a telecommunication investment joint stock company that was
formed by consolidating shares owned by the federal government in regional
telecom operations during the privatization of the telecommunications sector. It is
considered one of the largest telecommunication holding companies in the world
(Svyazinvest, 2008). Svyazinvest incorporates seven large mega-regional
telecommunications operations, and national domestic long-distance and
international operations. The holding company's subsidiaries operate public
telephone networks with capacity exceeding 32.4 million telephone lines. In 2005,
Svyazinvest, together with IBM and Amdocs (the provider of billing and CRM
products and services for integrated customer management), began the largest
CRM billing modernization project in Russia (Global Technology Unit, 2005). This
project was designed to replace more than 180 of Svyazinvest's billing systems
across seven regions with Amdocs products, and included the implementation of
new voice and data services for its subscribers. The CRM project was conducted in
several phases, including the introduction of a single billing system across
Svyazinvest operations. The new CRM strategies and technologies eventually will
provide Svyazinvest with the ability to connect different operations located in
different geographic regions under one umbrella. This will give employees the
ability to get a single comprehensive view of consumers. Overall, the
implementation of new technologies is expected to give the company a competitive
advantage by developing the efficient and effective network infrastructure in order
to provide a high-quality telecommunication service to its subscribers. MegaFon-
Moscow, a division of the MegaFon Group telecommunication company, and one of
the first Russian mobile operators in the Global System for Mobile communications
was formed at the end of 2001 due to reorganization of several
telecommunication companies (MegaFon-Moscow, 2008). MegaFon-Moscow is one
of the three telecom providers responsible for the wireless network coverage of the
Moscow region. The cell phone market has experienced tremendous growth in
recent years in Russia. Currently MegaFon-Moscow has more than five million
subscribers. In March 2005, company management made a decision to implement
the Amdocs CRM technology (MegaFon-Moscow, 2005). The new Amdocs
automation resulted in many advantages, such astime saving for consumers calling
the call center, an increase in the number of customer's calls taken, and a better
call routing structure. New CRM technologies allowed MegaFonMoscow to link call
centers with its stores, and to provide better access to customer information data.
Amdocs CRM was able to consolidate MegaFon-Moscow data into a single unified
3 90137 AB
SP 1
platform, which is fully integrated with existing billing systems. Customer service
employees receive fast access to customer data, giving them the ability to respond
quickly to customer's requests and provide a high level of customer service.
Williams finished reading the report and reflected on the manager's analysis of
CRM practices in Russia and his own experiences at Mashkin.
Question:
Assume you are James Williams developing a presentation on CRM in Russia
for the Board of Directors of AMIR limited:
Identify strategies for the CRM project implementation.
Identify reasons contributing to the failure of the CRM implementation at
Mashkin.
Discuss the current state of CRM practice in emerging markets using the
example of Russia.
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