CRM Final Project

To conduct an interview of a professional who is working on CRM in an organization

Interview a professional of a local/Multinational organization after getting its approval from your course
facilitator and prepare a case study about the strategies he/she follows for CRM.

Objective:

The objective is not to merely provide a story of achievements and events, but critique these against
theoretical constructs (see notes below).

(Report should be well structured and presented in a formal way. It should be concise – not more than
3000 words, including tables and graphics, but excluding references and appendices).

Guidelines

Section A: Introduction and background

Describe the strategies used by Customer Relationship Manager. Please use the following subheadings:

1. Why did you choose this strategy?

2. What are the various steps you have been involved in?
3. Past quotable (good/bad) experience of customer care?
4. What are the critical incidents that have served as backbone for customer management
and loyalty?

Section B: Integrating theory into your case

From the interview analysis compare the findings with topics covered in session 1, 2,3,4 & 5 and relate
them with theoretical constructs. E.g. how opportunities are identified and exploited, how customer value
is created, and how income and profits are derived, how the conflicts were handled, what early pressures
were there, how important leadership and strategic planning is, importance of having a startup plan). How
sustainable do you think this strategy is for gaining customer loyalty?

Section C: Evaluate what you have learned

From your research, discuss the lessons you have learnt how this knowledge will help you in your future
entrepreneurial endeavors.
Accuracy of Document

i. Font Size (12)

ii. Heading (14 + Bold)
iii. Sub-Heading (12 + Bold)
iv. Font Style (Times New Roman)
v. Line Spacing (Single)
vi. Alignment (Justified)
vii. Spelling and Grammatical Accuracy
viii. Referencing (In-text and End-list)

Evaluation Criteria for Report (Total Marks: 20)

Sr.# Contents Weight age

1 Section A 20%

2 Section B 60%

3 Section C 20%

Note: Assessment will be done on the contents and the quality of report presented describing critical
terms discussed in the class. Showing non-seriousness in terms of quality of the report may result in
lower marks.

Evaluation Criteria for Presentation (Total Marks: 10)

i)
Sr.# Contents Weightage
1 Timing of presentation. 10%
2 Clarity of concepts. 30%
3 Structure of the presentation. 20%
4 Presentation skills 20%
5 Ability to answer questions effectively. 20%

Instructions:

It is a group assignment that is to be submitted in form of hard copy (on day of presentation) and soft
copy (email instructor) on due date. The date of submission and presentation is Last Lecture (6th).