Students are to select an appropriate organisation from the potential sectors/organisations listed below and investigate aspects of the overall Customer Relationship Management (CRM) strategy of the organisation. This investigation should include relevant components of CRM including tactics for retention, development and loyalty, channel management and integration and application of technologies.
Data may be obtained from surveys, observations, physical evidence such as websites, social media, apps, brochures etc. and other sources. From this analysis each student is expected to submit a written report outlining the research findings and conclusions.
Report Tasks: The report should address the report components below with a focus of showing the relevance of the issues discussed to organisation’s CRM. However, as far as possible students should seek to address these questions in a suitable narrative (don’t just answer each question one by one but weave the answers into a story with evidence for support). Students should seek to critique and analyse rather than just describe the evidence they gather.