GUIDELINES OF CASE STUDIES

1. Requirements:
All groups must study carefully the given case, prepare in Word and Powerpoint files, and
present it in front of the class for 15 minutes, with the following contents:

a. Prepare a summary of the given case study

b. Answer all questions in the case.
c. For cases without question, present the following:
i. How does the company in the case study apply CRM to improve their
business results?
 How does the company collect customer data? The level of details of
customer profile?
 What are their advantages and disadvantages during the CRM
deployment?
 What are their results?
 Others
ii. What are lessons do you learn from studying this case?

2. The case studies to be presented in the class at the end of the course:

1) Case 01 Tesco: The Customer Relationship Management Champion

2) Case 02 CRM at Capital One Case study
3) Case 03 Harrah's CRM Strategy
4) Case 04 Maskhin Group _Curtis Barrere Grifin 2008
5) Case 05 ISS: Driving Profits through Customer Satisfaction
6) Case 06 Pilgrim Bank (A)_Customer Profitability
7) Case 07 Harrahs Entertainment, Inc.

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