Organisation’s Quality Systems and Customer Relationship Management
Executive Summary
1. Introduction
In your chosen organisation, you will outline the Importance of quality processes and CRM and potential bottom-line benefits of excellent customer experience. Additionally, you will outline of what the report covers in the following sections, the ‘road map’.
2. Company Context
Brief description of your chosen company, identify the internal and external factors including COVID 19 influencing/affecting your chosen organisation’s quality system (clearly identify factors affecting customer requirements and organisational requirements).
3. Models Review
Critical review of two or more CRM models (strategic CRM,analytical CRM, operational CRM, collaborative CRM) and the marketing theory/theories covering relevance of the models such as Marketing mix, Ansoff Matrix, Communication mix, stakeholder map, Porter’s 5 forces etc.
4. Model Selection
Analytical selection and justification of a model to apply to your company’s CRM problem. What is the model selected? And why the selected model is appropriate for your chosen company?
Identify problem to show its relevance and potential benefits and challenges to meet customer expectations and organisational success.
Here You will clearly analyse strengths and weaknesses, evidence of successful applications closely linked to your chosen organisation. You MUST provide evidence – Findings and analysis MUST be supported with relevant data and statistics to support answer
5. Recommendations
Recommendations based and derived from the application that can be practically applied to resolve the company’s CRM.
6. Conclusion
Summary of the report and key benefits.
Note: Model is a generic term to include theories, frameworks, principles, techniques and tools of marketing, relationship marketing, and CRM.
Pay attention to the Key words
Commanding/Key words Meaning
Identify to recognize something and justify answers with relevant sources
Explain To give an account of the purposes or reasons
Evaluate Work draws on varied information, themes or concepts to consider aspects, such as:
strengths or weaknesses
advantages or disadvantages
alternative actions
relevance or significance Students’ inquiries should lead to a supported judgement showing relationship to its context. This will often be in a conclusion. Evidence will often be written but could be through presentation or activity
Critically Evaluate Make a judgement taking into account different factors and using available knowledge/experience/evidence where the judgement is supported in depth
