MGMT393 Columbia College Customer Relationship Management Systems Answers

1. Customer relationship management systems help firms achieve customer intimacy. Explain how these systems accomplish this relationship and why they are important today. With which Employee Relationship Management (ERM) systems are you familiar? If you haven’t utilized an ERM, do some research and provide an example of this system to the class.

2. After reviewing the key features of e-commerce, digital markets, and digital goods, why do you think firms are increasing the use of these tools? What benefits do these tools provide firms? What potential drawbacks do you see in the use of these tools? What are the benefits and drawbacks these tools bring to retailers?