Unit 10 Customer Relationship Management Assignment – CRM Processes & Stakeholder Roles

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 to help embed any changes to working practices.

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 extension activities

Note 1

• In order to achieve a Merit, you must also include a section in your report in which you: Evaluate the methods used to measure customer satisfaction.
• To achieve a Distinction, you must also include a section in your report in which you: