Coursework 1 – Assignment Specification (ACY 2018/19).
CUSTOMER RELATIONSHIP MANAGEMENT
Coursework 1 – Assignment Specification (ACY 2018/19)
This is an Individual assignment and constitutes 50% of the unit mark and covers learning outcomes 1 and 2 for the unit):
1
Understand the strategic issues associated with CRM initiatives.
2
Provide an analysis of ethical and privacy issues towards the management of customer data.
Customer Relationship Management (CRM), as a concept, has gained significance over the past two decades as a method to attract, retain and maximise profitability from each customer by businesses. You are to research the following topic in-depth:
Title: Customer Lifecycles associated with CRM: their history, development and what is an acceptable contemporary definition?
As part of your report you are to assess the development of Customer Lifecycles (CLC) since the Dwyer, F. R., Schurr, P. H., & Oh (1987) model (Fig 1) as it relates to CRM. You are to examine how CLCs have evolved, what type of customer data is needed during the different stages of the CLC, identify strengths and weaknesses from a range of CLCs, and finalise a contemporary accepted definition.