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Assignment Scenario

You are working as a trainee Customer Services Manager in a large online retail business. The business has grown rapidly and whilst turnover and profits are increasing, so are the number of customer enquiries and complaints. The Customer Experience Director wishes to improve the customer relationship management processes at the business and has asked you to participate in a team of staff working on a CRM project. By using a team approach the Director hopes to understand the views of a range of staff and will then use the staff f to help embed any changes to working practices.

Task 1

In preparation for a team discussion, prepare a discussion paper for distribution to the rest of the team, which provides an overview of the importance of customer relationship management to business and the use of loyalty schemes. The discussion paper must:

 Explain the key features of customer relationship management
Analyze the benefits of good customer relationship management to businesses
Analyze the use of loyalty schemes to gain information about customers
Explain how the information gained is used to inform segmentation and other CRM decisions

Task 2

The Director has asked for a report to help the team understand how good customer relationship management is achieved. You have agreed to prepare a report for the rest of the team to read. Your report must clearly:

Evaluate the processes necessary for achieving effective CRM
 Assess the role of staff in achieving effective customer relations experiences
Assess the role of external stakeholders in achieving effective customer relations

Task 3

The Senior Management Team has been keeping up to date on the progress the CRM team is making. They have been impressed with the work so far. In preparation for making some strategic decisions on CRM, each member of the team is asked to choose an organization they know well and prepare detailed notes which:

review customer relationship management in the chosen organization
propose improvements to processes and staff roles for customer relationship management.

pose improvements to processes and staff roles for customer relationship management. Then, based on this information, individual members of the team are asked to produce a plan for the implementation of the improvements. Produce your own plan to implement the improvements you have proposed.

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