iscsm5

Read the Interactive Session "CRM Helps Adidas Know Its Customers One Shoe Buyer at a

Time" (see attached). Be sure to support your positions with at least 1 external reference per

question (minimum of 3 total) and provide a bibliography.

1. Is the Salesforce.com CRM system used by Adidas more of an Operational CRM or an

Analytical CRM? Support your position and defend it against the opposing position.

2. What data does Adidas need to determine Customer lifetime value (CLTV) for their products?

Could this change over the customer's lifetime and what additional information might Adidas

want to capture in anticipation of future changes? (suggest at least 2 additional pieces of data that

aren't mentioned in the case study)

3. Study Figure 9.9 CUSTOMER LOYALTY MANAGEMENT PROCESS MAP in the

textbook (see below). Is it a. fair and b. ethical for companies to treat customer's requests for

service differently as suggested in this model? What rights should customers have with regard to

the data used in this process and evaluation? Be sure to answer both the fair and ethical

components of this question and support both arguments. You are only required to have 1

external source and it can be for either component of the argument, however you are encouraged

to use more than 1 external source as relevant to your submission. Also please adopt 1 of the 4

major stances listed below. Don't adopt any other stance. This ensures that your peers should be

reasonably expected to respond to the stance you adopt in your arguments.

Stances you can adopt for Question 3:

1. Fair and ethical

2. Fair but not ethical

3. Ethical but not fair

4. Neither fair nor ethical

Technical Requirements:

- Your post must include at least 3 paragraphs and be at least 300 words in total length

- External references are required - a minimum of 3, but be sure to cite all references you use

(other than the textbook - it is assumed you will use it)