Answer Sheet

HOMEWORK #2
Document 2
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 2
2. The Director has asked for a report to help the team understand how good customer
relationship management is achieved. You have agreed to prepare a draft for the rest of the
team to read.
NOTE: The report should be structured in a formal way with clear layout and appropriate
presentation. The report should clearly demonstrate the learners’ understanding of how good
customer relationship management is achieved.
The learner must explain a range of processes which are directly linked to effective customer
relationship management. The learner must also consider a range of internal staff and external
stakeholders to ensure the standards for 2.2 and 2.3 are met.
Your report must clearly:
2.1 Evaluate the processes necessary for achieving effective CRM
Activity 2.1 AC2.1: Explain the processes necessary for achieving effective
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:
 Processes (Creating a customer culture; Collecting and processing customer information; Making systems customer
based; Supporting with effective IT; Complaints procedures)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

2.2 Assess the role of internal staff in achieving effective customer relations experiences
Activity 2.2 AC2.2: Assess the role of internal staff in achieving effective
customer relations experiences
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 the score a student should cover all the following:
 Internal staff (Senior management; IT managers; Operational managers; Front line; Administration)
 Roles (Determination of aims and objectives of CRM; Choice of system; Implementation and management of system;
Liaison with software suppliers; Analysis and use of data; Implementing customer service policies and processes;
Understanding of customer service as a key responsibility; Role model; Training)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

2.3 Assess the role of external stakeholders in achieving effective customer relations
Activity 2.3 AC2.3: Assess the role of external stakeholders in achieving
effective customer relations
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:
 External stakeholders (Shareholders; Suppliers; Community groups; Customer)
 Roles (Agreeing strategies; Reporting; Sharing information; Complying with customer service policies; Acting in
partnership; Giving feedback)
Assessmen Please add comments here
t Criterion Yes/No
Achieved*

DISTINCTION TASK
A. Analyse the impact of employee engagement on customer relations experiences
NOTE: To achieve a Distinction, learners will provide a detailed analysis of the impact of employee
engagement, using examples to demonstrate the impact of good (and poor) employee engagement on
customer experiences.
 Activity A AC2D1: Analyse the impact of employee engagement on
customer relations experiences
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:
 Impact of employee engagement (Increased job satisfaction; Increased productivity/efficiency; Better service; Satisfied
customers/repeat business)
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):