APICS Certified Supply Chain Professional (CSCP) — Question 294

Which of the following phrases best describes the use of business intelligence for effective customer relationship management (CRM)?

Answer options

• A. The operational process of uploading historical customer buying data into the data warehouse
• B. The process of analyzing customer buying history for specific products to support a marketing campaign
• C. The operational marketing process of segmenting customer markets for use in future promotions
• D. The process of using market business intelligence to expand market share

Correct answer: B

Explanation

Option B is correct because it directly relates to analyzing customer buying history to inform marketing strategies, which is a core aspect of CRM. Options A, C, and D, while relevant to business intelligence, do not specifically address the use of this analysis to enhance customer relationship management in the context of marketing campaigns.