Trimester: October to December 2021

Examination: End Term Examination

Programme Code: 03 Trimester: V
Class: SY
Programme: MBA-(RM) (SVU 2021)
Name of the
Name of the Constituent College: department/Section/Center: MKT
K. J. Somaiya Institute of Management

Course Code: 117PO3C503

Name of the Course: Customer Engagement Management

Maximum Marks: 50 Date: January 7, 2022

Notes:

1)All questions carry equal marks

2) Please attempt any 5 of the 7 questions given

Question Max
No. Marks

1 Discuss how customer engagement can lead to cross-sell and up-sell with the 10
help of an example
2 Evaluate the impact of customer referrals on customer engagement. Elucidate 10
with the help of examples
3 Formulate a customer engagement strategy for a brand of your choice 10
4 Banks, airlines, e-retailers are all utilizing personalized communication for 10
their customers? Determine how this leads to better customer engagement
with the help of an example
5 “What people say” is more important than “how much people say” (Gopinath 10
et al., 2014, p. 241). In light of this statement, infer the role of customer
advocacy on customer engagement
6 With the help of an example explain any key metric used for Customer 10
Engagement and how it is effective
7 Examine how voice assistants can be used as a tool for customer engagement. 10
Substantiate with examples

OP/10/QMS-1.1/Question Paper /Ver-1.1/ 2021-22 1|P a g e