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Unit 4.11 Customer Relationship Management
The Chartered Institute of Marketing has asked you to produce a series of articles about Customer Relationship Management (CRM) for publication on their website. The aim is to inform members and readers about good practice in CRM. These articles will cover various aspects of CRM and you can choose to write them or produce them as podcasts.
You will have to carry out research to ensure that the information included in your publications is accurate and current and informs the reader or listener about current practice in effective CRM.
Article 1 – How your business can benefit from effective CRM and how to achieve it
Carry out research before writing your article or developing your podcast. Make sure your publication is in a format suitable for reading/listening by CIM members. Illustrate as appropriate. Make reference throughout to current business examples.
You must make sure you include the following:
a) an explanation of the key aspects of CRM
b) an analysis of the benefits of CRM
c) an analysis of the impact of quality systems on CRM
d) an explanation of the processes necessary to effective CRM
e) an explanation of the role of internal staff in achieving effective CRM
f) an assessment of the role of external stakeholders in achieving effective CRM
This task covers assessment criteria 1.1, 1.2, 1.3, 2.1, 2.2, and 2.3.
A bibliography must be attached.
Article 2 – The role of loyalty schemes in CRM
For your second article or podcast, you should research at least two loyalty schemes to use as case studies. Make sure your publication is in a format suitable for reading/listening by CIM members. Illustrate as appropriate. You must make sure you include the following:
a) an analysis of how the loyalty schemes chosen gain information about customers
b) how the information gained informs marketing and customer service policy
This task covers assessment criteria 3.1 and 3.2.
Article 3 – A Case Study of Customer Relationship Management
Once you have carried out your research, produce your article or podcast, making sure it is in a format suitable for reading/listening by CIM members. Illustrate as appropriate. You must make sure you include the following:
a) a review of CRM in the organisation
b) proposed improvements to CRM processes
c) proposed improvements to the role of staff in promoting good customer relationships
d) a plan for the implementation of improvements
This task covers assessment criteria 4.1, 4.2, 4.3 and 4.4.