FACULTY OF BUSINESS ADMINISTRATION AND MANAGEMENT

UNIVERSITY MID TERM ASSESSMENT

FOR
SEMESTER TWO 2022/2023 ACADEMIC YEAR

PAPER CODE: BBA 3201

PAPER NAME: CUSTOMER CARE AND CLIENTS RELATIONSHIP MANAGEMENT
LEVEL : DEGREE
DATE OF ADMINISTRATION: 25th March, 2023
DATE OF SUBMISSION : 1ST APRIL 2023, 5:00 PM
MODE OF SUBMISSION : Email only (mmbaguma@ndejjeuniversity.ac.ug)

INSTRUCTIONS:
1. Attempt the question individually and submit a hand written copy of your work.
2. Clarity and use of relevant illustrations will earn you extra credit.

QUESTION
Student Services, the 3rd Pillar of the Ndejje University Strategic plan 2017 – 2027,
necessitates providing supportive student services including supporting student
leadership and welfare programmes, maintaining a strong alumni relationship,
promoting sports and recreational / co-curricular activities, strengthening counselling
services, improving health service delivery, strengthening chaplaincy and promoting
spiritual development, strengthening security and promoting hospitality services. As
a consumer of the above services;
a) Perform a touch point analysis to help the university uncover powerful customer
insights as well as opportunities to improve how well it meets students’ needs
and wants. (10 marks)
 b) Conduct a Kano analysis and help the University gain a thorough
understanding of its customers’ needs. (10 marks)
c) The University currently relies heavily on tuition fees and loans from commercial
banks. It has been suggested that Sports can be an alternative source of
revenue and could possibly become its cash cow. As a scholar of CRM, you
have been selected to steer the University project of commercializing sports.
You are therefore required to develop an elaborate:
i. Customer acquisition strategy for the University. (20 marks)
ii. Customer retention and loyalty strategy for the University. (20 marks)
iii. Customer care policy for the University. (20 marks)
iv. Customer Relationship management Strategy for the University.
(20 marks)

BBA 3201 CRM WEEKEND COURSEWORK 2022/2023 2 25TH March, 2023