Certified Supply Chain Professional (CSCP) Practice Exam

What is the role of a web system in a CRM strategy?

1. To analyze customer demographics

2. To allow customers to order and access information

3. To create marketing campaigns

4. To maintain internal communication

The correct answer is: To allow customers to order and access information

In the context of a Customer Relationship Management (CRM) strategy, the role of a web system is primarily to facilitate customer interactions by allowing customers to order products and access information seamlessly. This feature is essential because it enhances customer experience and gives customers direct access to services and support, which in turn can lead to increased satisfaction and loyalty. The web system serves as a vital touchpoint between the company and its customers. It enables functionalities such as online ordering, tracking purchases, accessing product information, and retrieving customer service support. By providing these capabilities, the web system creates a more responsive and engaged relationship with the customer, which is at the heart of effective CRM. In contrast, functions like analyzing customer demographics, creating marketing campaigns, or maintaining internal communication are also important components of a comprehensive CRM strategy but do not directly involve the customer service interface as the web system does. These aspects are often managed through other tools and processes within the CRM ecosystem, rather than being the primary function of the web system itself.