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Related Qualifications
ATHE
Level 4 Extended Diploma in Management (RQF)
ATHE
Level 4 Diploma in Management (RQF)
ATHE
Level 4 Diploma in Management for Travel and Tourism (RQF)
ATHE
Level 4 Extended Diploma in Management for Travel and Tourism (RQF)
ATHE
Level 5 Diploma in Management (RQF)
ATHE
Level 5 Extended Diploma in Management (RQF)
ATHE
Level 5 Extended Diploma in Management for Travel and Tourism (RQF)
Sample assignment
To successfully complete
this assignment paper, you will need to demonstrate your understanding of customer
relationship management (CRM) and how it is achieved effectively. You will plan
improvements to CRM in a specific organisation.
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 is looking 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.
Activity 1
In preparation for a team discussion prepare a document which provides an
overview of the importance of customer relationship management to business.
The document must:
- explain the key aspects
of customer relationship management
- analyse the benefits of
good customer relationship management
- analyse the impact of
quality management systems on customer relationship management
LO1 Assessment Criteria 1.1/1.2/1.3
Activity 2
The Director has asked for a
report to help her understand how good customer relationship management is
achieved. You have agreed to prepare a
draft for the rest of the team to read.
Your report must clearly:
- explain the processes
necessary for achieving effective CRM
- explain the role of
internal staff in achieving effective customer relations
- assess the role of
external stakeholders in achieving effective customer relations
LO2 Assessment Criteria 2.1/2.2/2.3
Activity 3
The Director was pleased with the detailed and professional report
produced by the team and noted your contribution. She is very interested in exploring
the possibility of using loyalty schemes to improve customer relationship
management. She has asked you personally to investigate loyalty schemes in
detail and to prepare a briefing paper for her to consider.
Your briefing paper should:
- analyse the use of
loyalty schemes to gain information about customers
- Explain how the
information gained is used to inform marketing and customer service policy.
LO3 Assessment Criteria 3.1/3.2
Activity 4
The Senior Management Team has been keeping up to date on the progress the
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 organisation they know
well and prepare detailed notes which:
- Review customer
relationship management in the chosen organisation
- Propose improvements to
processes for customer relationship management
- Propose improvements to
the role of staff in promoting good customer relationships.
Then on the basis of this information individual members of the team
are asked to produce a plan for the implementation of the
improvements.
LO4 Assessment Criteria 4.1/4.2/4.3/4.4
