Description
In this report, it is assumed that you have been appointed as a Customer Relations Team Manager for a telecommunications organisation that you will identify. This organisation can be servicing to individual customers (i.e. B2C) or businesses (i.e. B2B). The organisation can be an overseas telecommunications company, yet it should have a website in English (so that the teaching team can engage with your report).
In your role as a Customer Relations Team Manager, you have been asked by the Senior Management Team to produce a report evaluating the success of the customer management strategies of the chosen organisation.
Organisation Summary (template is in the additional materials)
Provide a background to your organisation using the Organisation Summary Template
section 1) Customer acquisition, retention and development 450WORDS
Taking into account the key customer segment of the organisation, what customer acquisition, retention and development strategies would be most beneficial? Your discussion should include references to key relationship marketing constructs such as trust, customer commitment, satisfaction, loyalty and so on. Your analysis can be in an online or offline context, and should be supported with relevant academic literature.
section 2) Sustainable customer management for your organisation 350WORDS
ApplyONE theoretical framework learnt in this module (such as Kano model, Gartner competency model, IDIC model, CRM value chain), and discuss how the organisation can design a sustainable customer management strategy. For a sustainable customer management strategy, you should explain how the proposed strategy will create further value for existing and/or potential customers. The strategy should mutually be beneficial for the organisation by, for example, its positive impact on customer lifetime value. Your analysis should be supported with relevant academic literature.
section 3) Comparative Analysis 350 WORDS
Applythe same theoretical framework (chosen in Section 2) to another organisation outside the telecommunications sector. You should compare and contrast your organisation with this other organisation in relation to their customer management strategies through the lens of your theoretical framework. You are expected to highlight the learning points for your organisation informed by this comparative analysis.
section 4) CONCLUSION
This section is a brief summary of your report, highlighting how successful your organization is in managing their customers and how they can improve their customer management strategies and hence enhance relationship with their customers. The conclusions should be supported and logically draw upon the discussions in previous sections.
