Assuming that you work for an organization or company, it might be an interesting project to do the customer service audit / customer relationshipmanagement plan for that company. If information about your organization or company is proprietary, or if you do not have ready access to the information required in the customerservice audit / customer relationship management plan, you can
(a) audit/plan for a company that is publicly held and/or on which there is a lot of easily accessible information about it on the Web. However, please don’t choose Wal-Mart, USAA, Best Buy, Target, John Deere, or other companies that have been discussed by students a great deal. Better to choose a smaller, lesser-known company.
(b) talk to a friend who owns a company or business. You might be able to interview the owner of a small business. This option is *better* than auditing a big company like Wal-Mart.
Take a few minutes to choose an organization that will help you apply the concepts effectively. Choose an organization where you have easy access to the information you need.
You may use a military unit that is involved in customer service activities, such as a base PX. However, I do NOT recommend choosing a company like Boeing, which has huge-ticket items and few customers. Those companies do not grow by building customerrelationships the same way we discuss here.
If you do not have access to company or organization information as an insider, I suggest that you pick a publicly held organization or company. The reason for this will become obviously shortly: if the organization or company is publicly held, to attract investors, it publishes detailed information on the customer service it provides. However, you will gain most from the class if you choose an organization where you know the owners and/or key managers.
Once you have read the Overview and selected the organization you will audit, start compiling basic information about your organization. Information collection will be time consuming. You need to collect and document this information as early in the session as you can.
For SLP1, please use section headings as you address each of the topics outlined below.
NAME AND ADDRESS of (the division of) the organization or company you have chosen to examine.
The Company’s SITUATION (A statement about “where we are including its Products – goods and/or services (What does the firm/company/division/department sell))
Does the firm you are auditing have a program in place to practice develop customerrelationships? If not, why not? What data could be mined?
If known, what data does the company obtain about its customers? If not known, what data should the company collect about its customers? For example, do they (or should they) obtain name, address, credit info, buying patterns, demographics, psychographics? If the customer is an organization, do we know organization size, purpose and so on?”
If you can identify data collected, indicate 3 ways the company can use this data in a CRM program.
If you cannot identify this info, then identify 3 types of data the company could collect and discuss how they might use this data to strengthen customer relationships.
Checklist for Grading:
==> Demonstrate understanding of CRM
==>Not just descriptive: analytical and crtical
==>Evidence of use of required references and background materials==>Use of APA formatting Guidelines here.
==>Length of 2 pages 600-800 words (number of pages not as important as word count)
==>Few quotes and absolutely no copying or close paraphrasing from any source without appropriate citation
==>No definitions and no summaries from the sources you use
==>No general statements with “all,” “none,” “must,” “should,” “mandatory,” and similar terms
Beatty, Sally (2002, October 31). Mass Levi’s, Class Levi’s — Wal-Mart to Neiman Marcus Is Jeans Maker’s New Goal; Top Price: $220 `Vintage’ Pair, THE WALL STREET JOURNAL. (Eastern edition). New York, N.Y. p. B.1. Available on July 25, 2007
Danna, A & Gandy, O. H. Jr. (2002). All that glitters is not gold: Digging beneath the surface of data mining. Journal Of Business Ethics,1 40(4), 373-386.
Medford, R. (2007). Cut to the Chase: Practical Advice for Successful CRM. Supply Chain Europe. London. 16(5). p 26
Paul Tullo. Brand Strategy. London: May 8, 2008. pg. 30
http://tinyurl.com/cvmarticle Here’s a thought-provoking article from the Wharton School database: http://wharton.universia.net/index.cfm?fa=viewfeature&id=1452&language=english
Here are some notes from an online forum. It is not an academic or published source but I found it accurate and helpful: http://www.customerthink.com/forum/important_customer_value_management