Answer Sheet

HOMEWORK #4
Detailed Notes
Course Name: Customer Relationship Management
Course Code: ATHE4EL4
Student Name: _____________________
Student Code: ______________________
Total Score (0-100): __________________

Assessment Criteria (the Full Score is assigned if the following conditions are met):
1. Correctness of answer to the relevant question
2. Full coverage of the indicative content
3. Correct usage and application of command words
4. Sufficient and adequate justification of the arguments, depth of the answer, examples (recommended)
5. Proper use of the language (academic style)
6. No inclusion of content not related specifically with the subject
7. Correct application of APA style citations
Students are recommended to run spelling checks before submission!
NOTE: The same assessment criteria are applied for evaluating Merit and Distinction tasks.
However, these tasks require more advanced and deep level of the student’s answer.

Scenario
You are working as a trainee Customer Services Manager in a large online retail business. The business has
grown rapidly and whilst turnover and profits are increasing, so are the number of customer enquiries and
complaints. The Customer Experience Director wishes to improve the customer relationship management
processes at the business and has asked you to participate in a team of staff working on a CRM project. By
using a team approach the Director hopes to understand the views of a range of staff and will then use the staff
to help embed any changes to working practices.

Task 4
4. The Senior Management Team has been keeping up to date on the progress the CRM 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.
NOTE: Learners must select a suitable organisation to complete activity 4. The choice of
organisation is critical, and tutors must ensure that learners select an organisation which will
provide sufficient detailed information that can ultimately lead to a meaningful plan. Tutors may
decide to prepare a case study for learners to use. Proposed improvements should relate specifically
to the chosen organisation and the plan of implementation must directly refer to the review and
proposals produced. Information which is theoretical and generic, will not provide sufficient
evidence to meet the learning outcome.
The implementation plan should clearly identify the different stages involved, a suggested timeline
and key roles/ responsibilities for different tasks in the plan.

4.1 Review customer relationship management in the chosen organisation

Activity 4.1 AC4.1: Review customer relationship management in an
organisation
Please write your answer here (keep the original formatting)…….

TO BE FILLED IN BY
THE STUDENT: Word Count: ___________
TO BE FILLED IN BY THE ASSESSOR:
Explain why the Assessment Criteria are achieved or not
NOTE: To earn a full score a student should cover all the following:
 Review (Systems in use; Current role of staff; Service policies in use; Quality benchmarks used; Quality of customer
service; Available data on customer satisfaction)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

4.2 Propose improvements to processes for customer relationship management

Activity 4.2 AC 4.2: Propose improvements to processes for customer
relationship management
Please write your answer here (keep the original formatting)…….

TO BE FILLED IN BY
THE STUDENT: Word Count: ___________
TO BE FILLED IN BY THE ASSESSOR:
Explain why the Assessment Criteria are achieved or not
NOTE: To earn a full score a student should cover all the following:
 Potential improvements to processes (New software systems; Customer service policies; Working towards recognised
quality standards; Introduction of mystery shoppers; Introduction of a CSR department)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

4.3 Propose improvements to the role of staff in promoting good customer relationships.
Activity 4.3 AC4.3: Propose improvements to the role of staff in promoting
good customer relationships
Please write your answer here (keep the original formatting)…….

TO BE FILLED IN BY
THE STUDENT: Word Count: ___________
TO BE FILLED IN BY THE ASSESSOR:
Explain why the Assessment Criteria are achieved or not
NOTE: To earn a full score a student should cover all the following:
 Potential improvements to the role of staff (Recruitment of right staff; Training; Clear vision and mission; Appropriate
access to customer data)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

4.4 On the basis of information in activities 4.1, 4.2, and 4.3, individual members of the
team are asked to produce a plan for the implementation of the improvements.
Produce your own plan to implement the improvements you have proposed.
Activity 4.4 AC4.4: Produce a plan for the implementation of
improvements
 Please write your answer here (keep the original formatting)…….

TO BE FILLED IN BY
THE STUDENT: Word Count: ___________
TO BE FILLED IN BY THE ASSESSOR:
Explain why the Assessment Criteria are achieved or not
NOTE: To earn a full score, the implementation plan must be based on activities 4.1, 4.2, 4.3
and demonstrate sufficient details and justification
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

MERIT TASK
B. Gain feedback on your plan and make appropriate amendments.
NOTE: To achieve a MERIT, learners must also gain feedback on the plan Task 4.4 from a range of
sources. This must be documented appropriately. Changes made to the plan must be directly related
to the feedback.
Activity B AC4M1: Gain feedback on your plan and make amendments
Please write your answer here (keep the original formatting)…….

TO BE FILLED IN BY
THE STUDENT: Word Count: ___________
TO BE FILLED IN BY THE ASSESSOR:
Explain why the Assessment Criteria are achieved or not
NOTE: To earn a full score a student should cover all the following:
 Gain feedback from (colleagues; customers; and also managers, if possible)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

BIBLIOGRAPHY:

Please use APA style for citation. Please keep initial formatting

APPENDICES (Please, remove this part if no appendices are added):