Customer relationship management JUNE 2025

Description

Customer Relationship Management

Jun 2025 Examination

Q1. Saltwater Taffy Media is a B2B podcasting agency. It focuses its efforts on fostering relationships between companies and their prospects. Of late, the Saltwater Taffy leadership team noticed they were losing a significant amount of business to Customer Churn. The VP of Sales Jim Green likened it to having a “big hole at the bottom of their bucket.” New business continued to come in, but a lot of Existing Business was simply walking out. At the time, Saltwater Taffy didn’t have a system in place to measure churn. But when they did the manual calculation, they found they were losing 15% of their recurring revenue every month to customer attrition. That was a tough figure to look at.

How can CRM systems Enhance Customer Loyalty and Retention at Saltwater Taffy Media? (10 Marks)

Ans 1.

Introduction

In the highly competitive B2B services sector, customer retention is just as important as customer acquisition. Saltwater Taffy Media, a B2B podcasting agency, has discovered a significant leakage in its recurring revenue due to customer churn—losing approximately 15% monthly. This alarming figure underscores the need for a robust, proactive strategy to enhance client retention. One of the most effective tools available for this purpose is a well-integrated Customer Relationship Management (CRM) system. A CRM system not only facilitates better client interactions and data

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Q2. Ifonas a Global Pharmaceutical firm headquartered in Atlanta, Georgia, has launched their latest product Zeljanz, a Wonder Drug for treating Rheumatoid Arthritis, and Spondylitis. Since this is a drug used to treat chronic ailments, patients can explicitly ask their treating Physician to prescribe a particular branded product – specifically Zeljanz. This means that Zeljanz’ success depends on large numbers of patients specifically requesting Zeljanz. However, both the AMA and US FDA Regulations prohibit a Pharmaceutical Company from directly interacting with individual patients to influence them to buy their products.

How can CRM systems enhance the relationship between Infonas, and their suppliers and distributors, especially in markets / customer segments where direct contact with end users is limited? (10 Marks)

Ans 2.

Introduction

In the highly regulated pharmaceutical industry, especially in the United States, companies like Infonas face strict limitations on directly promoting prescription drugs to patients. With the launch of Zeljanz, a promising drug for chronic ailments like Rheumatoid Arthritis and Spondylitis, the challenge lies in building strong market momentum without breaching FDA or AMA guidelines. Since patients must request the drug, but direct outreach is restricted, the success of Zeljanz heavily relies on well-coordinated supplier and distributor relationships. A well-structured Customer Relationship

Q3(A). Renee Joliot is a Vietnamese fashion designer and creative director known for her bridal, ready-to-wear and lifestyle brand. She launched her eponymous brand, Renee Joliot Designs in 2016, as its Creative Director and CEO. The company has since established fashion houses in Los Angeles, California, where she primarily works and lives, as well as in Manhattan’s Upper East Side. The brand has grown rapidly and has positioned itself as an Exclusive Luxury Brand. At a recent Retreat in Napa Valley, the CEO challenged the Company Leadership to identify the strategy to help take the company to double in the next two years.

The CMO is advocating that the company prioritize Customer Intimacy as the NextGen Strategy. Describe the Customer Intimacy Strategy. What are its Pros & Cons? (5 Marks)

Ans 3a.

Introduction

Renee Joliot Designs has emerged as a luxury fashion powerhouse with its unique bridal and lifestyle collections. As the brand aspires to double its growth in two years, adopting a focused strategic direction is essential. The CMO has proposed “Customer Intimacy” as the next-generation strategy to enhance brand value and drive growth. This strategy centers on deeply understanding and serving individual customer preferences. For an exclusive brand like Renee Joliot, customer intimacy could

Q3(B). At the Leadership meeting, the COO & CIO pushed for the company to adopt Operational Excellence as the NextGen Strategy. Describe the Operational Excellence Strategy. What are its Pros & Cons? (5 Marks)

Ans 3b.
Introduction

As Renee Joliot Designs charts a path for rapid growth, efficiency and scalability become vital. The COO and CIO have proposed Operational Excellence as a next-generation strategy. This approach emphasizes streamlining operations, reducing waste, and delivering consistent value at lower costs. For a luxury fashion brand with expanding global presence, adopting operational excellence may ensure smoother backend processes, improved customer service, and increased profitability. While it may seem