customer relationship management
4 activity in this essay which is
In preparation for a team discussion prepare a document which provides an overview of the importance of customer relationship management to business.
The document must:
• explain the key aspects of customer relationship management
• analyse the benefits of good customer relationship management
• analyse the impact of quality management systems on customer relationship management
LOI Assessment Criteria 1.1/1.2/1.3
The Director has asked for a report to help her understand how good customer relationship management is achieved. You have agreed to prepare a draft for the rest of the team to read.
Your report must clearly:
• explain the processes necessary for achieving effective CRM
• explain the role of internal staff in achieving effective customer relations
• assess the role of external stakeholders in achieving effective customer relations
L02 Assessment Criteria 2.1/2.2/2.3
The Director was pleased with the detailed and professional report produced by the team and noted your contribution. She is very interested in exploring the possibility of using loyalty schemes to
improve customer relationship management. She has asked you personally to investigate loyalty
schemes in detail and to prepare a briefing paper for her to consider.
Your briefing paper should:
• analyse the use of loyalty schemes to gain information about customers
• explain how the information gained is used to inform marketing and customer service policy
L03 Assessment Criteria 3.1/3.2
The Senior hanagement Team has been keeping up to date on the progress the team is making
They have been impressed with the work so far. In preparation for making some strategic decisions on CRM each member of the team is asked to choose an organisation they know well and prepare detailed notes which:
• review customer relationship management in the chosen organisation
• propose improvements to processes for customer relationship management
• propose improvements to the role of staff in promoting good customer relationships.
Then on the basis of this information individual members of the team are asked to produce a plan for the implementation of the improvements.
L04 Assessment Criteria 4.1/4.2/4.3/4.4
1 Understand the importance of customer relationship management to business
2 Understand how good customer relationship management is achieved
3 Understand the use of loyalty schemes in customer relationship management
4 Be able to plan improvements to customer relationship management
O ATHE Ltd 2015
Level 4 Management Specitication February 2012
Assessment Criteria The learner can:
1.1 Explain the key aspects of customer relationship management
1.2 Analyse the benefits of good customer relationship management
I .3 Analyse the impact of quality management systems on customer relationship
2.1 Explain the processes necessary for achieving effective customer relationship management
2.2 Explain the role of internal staff in achieving effective customer relations
2.3 Assess the role of external stakeholders in achievin effective customer relations
3.1 Analyse the use of loyalty schemes to gain information about customers
3.2 Explain how the information gained is used to inform marketin and customer service olic
4.1 Review customer relationship management in an organisation
4.2 Propose improvements to processes for customer relationship management
4.3 Propose improvements to the role of staff in promoting good customer relationships
4.4 Produce a plan for the implementation of im rovements
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