4.10 customer management(2)
- MARK3014-CW2 anonymous marking enabled
Submission date: 30-Mar-2022 06:51PM (UTC+0100) Submission ID: File name: CRM-_A2.docx (407.28K) Word count: 1997 Character count: 12150
Effective use of MS Automation tool
1
Proof Read?
according to who?
Supporting Evidence
Proof Read
Spelling error
where is the evidence that current emails are not personalised
even just sent to them, tailored or not
Supporting Evidence
2. Marketing Metrics
Customer An indication of how satisfied your current customers are with your
Satisfaction Score product/service. Surveys are used to give a true understand of a customers
(CSAT) feelings. Results are recorded as a score. (Combox nd)
Net Promoter How likely a customer is to recommended the business to another person.
Score (NPS) Normally collected through asking the customer to give a rank between 1-10
(Combox nd)
Customer The rate at which customers stay with a business in a given period of time.
Retention Rate CRR = ((Customers at End - Customers Acquired)/Customers at Start) x 100.
(Safesforce nd)
Customer The amount of money a company spends o get a new customer. It helps
Acquisition Cost measure the return on investment of efforts to grow their clientele.
(CAC) Calculated by adding the costs of acquiring customers then dividing that
amount by customers acquired. (Mailchimp 2021)
Customer Customer lifetime value is the total worth to a business of a customer over I Lifetime Value the whole period of their relationship. It's an important metric as it costs less
(CLV) to keep existing customers than it does to acquire new ones. (Qualtrics nd)
2.1 Customer Satisfaction Score (CSAT)
This is benefitable as they are able to understand what areas the company needs to improve on.
Customer satisfaction is important, it comes hand in hand with customer retention and
development. If a customer is dissatisfied with the product provided then they're less likely to want
to re-purchase, or more with that company. The digital marketing strategy from 1.2, customer
satisfaction is likely to increase with the strategy as customer engagement is improving and that
personable contact may allow for satisfaction to increase. This will lead to repeat purchases and
increase overall profits.$. DeFranzo (2022) identifies a negative to this metric, being customers may
be irritated by filing out surveys and so this may reduce customer satisfaction, and decrease
customer retention.
2.2 Net Promoter Score (NPS)
Klaus and Maki an (2013) hypothesise that customer experience has a positive impact on word of
mouth behaviour. NPS is important because, the recommendation of a business is important for
customer acquisition. If a consumer is dissatisfied with their service then they're less likely to
recommend it. Word of mouth is almost free advertising and so NPS is important in customer
acquisition. In terms of the digital marketing strategy form 1.3, the personable emails and the
discounts catered to the consumer allows for customers to have a positive experience and as
mentioned by Klaus (2013) that then leads to increase in word of mouth which helps with customer
acquisition. This could then lead to an increase in sales and overall profits.
2.3 Customer Retention Rate
L. Ang and F . Buttle (2004) study found that companies with a customer retention plan had a more
successful customer retention rate. Customer retention is important because it helps a company get
a better understanding of how loyal customers are to their product. Looking at a digital marketing
strategy mentioned, 1.3, part of their strategy is around personable emails and discounts. This
shows a customer retention plan which could help improve their customer retention rate. Klaus and
Maklan (2013) found that customer engagement has a positive impact on loyalty and so it the shows
that the personable emails is important in improving customer retention and having a clear plan
around that makes it more successful. Increases in customer retention leads to increases in brand
loyalty and overall sales.
3
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FINAL GRADE
70/100
P2532327- MARK3014-CW2 GRADEMARK REPORT
GENERAL COMMENTS
Instructor
What went well
Well-presented cover page
Professional looking contents page
Objective one: to far fetched and stretched - actual strategy unclear
Objective two: a fair assessment and evaluation
Objective three: some good evidence of effectiveness of the strategy - i would have liked to see some evidence of personalisation being an issue
correct and evidenced matrix definitions
matrix discussion- discussion draws on a good range of sources - however may need to review understanding in terms of application.
What could be improved
Objective one: Although issue is clearly stated - the strategy is to far fetched and stretched - actual strategy unclear
Watch out for some grammatic errors
also see above
Overall, this is a very good report - well done!!
PAGE 1
Text Comment. Well-presented cover page
PAGE 2
QM
QM
QM
QM
QM
Effective use of MS Automation tool
Effective use of Microsoft automation tools to produce professional ToC/ Report structure: Well done!
PAGE 3
Comment 1
how is this possible
Proof Read
Please ensure that you proof read your work before submission
Text Comment. ?
Text Comment. according to who?
Supporting Evidence
When making a statements or raising an argument, providing supporting evidence helps strengthen the Statement/argument and provide a distinction between an opinion and a fact for the reader. This is done through the use of in-text citation.
Guidance on Harvard referencing style can be accessed through the following link:
https://library.dmu.ac.uk/harvardguide
Alternatively online and face to face support can be accessed through CLaSS located in Kimberly library using the following link: https://library.dmu.ac.uk/class
PAGE 4
Proof Read
Please ensure that you proof read your work before submission
Strikethrough.
Spelling error
Text Comment. where is the evidence that current emails are not personalised
Text Comment. even just sent to them, tailored or not
QM
QM
Supporting Evidence
When making a statements or raising an argument, providing supporting evidence helps strengthen the Statement/argument and provide a distinction between an opinion and a fact for the reader. This is done through the use of in-text citation.
Guidance on Harvard referencing style can be accessed through the following link:
https://library.dmu.ac.uk/harvardguide
Alternatively online and face to face support can be accessed through CLaSS located in Kimberly library using the following link: https://library.dmu.ac.uk/class
PAGE 5
PAGE 6
Comment 3
discussion shows some gaps in understanding
Proof Read
Please ensure that you proof read your work before submission
PAGE 7
PAGE 8
RUBRIC: 2022 CM CW2
OBJECT& STRAT (10%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
JUST STRATEG (20%)
FAIL (0)
VERY POOR (25)
70 / 100
80 / 100
Objectives not identified/applied. Fails to provide digital strategies
Very poor outline of objectives and these do not necessarily meet SMART criteria. Provides very poor digital strategies and this not linked to objectives
Poor objectives outline and these do not necessarily meet SMART criteria. Provides poor digital strategies with some weak link to objectives
Reasonable objectives outline. Provided basic understanding of objectives meeting some SMART criteria. Reasonable digital strategies provided with some link to objectives
Provides effective objectives linked clearly to key Customer Lifecycle stages/terminology. Objectives satisfactorily meet SMART criteria. Satisfactory digital strategies provided with some link to objectives
Good objectives outline and these clearly linked to SMART criteria & Customer Lifecycle stages/terminology. Good digital strategies provided with clear links to set objectives
Very good objectives outline that displays a thorough ability to construct and organise arguments. Objectives are clearly linked to SMART criteria & Customer Lifecycle stages/terminology. Very good digital strategies provided with clear links to set objectives
Outstanding objectives outline that displays a thorough ability to construct and organise arguments. Objectives are clearly linked to SMART criteria & Customer Lifecycle stages/terminology. Outstanding digital strategies provided with clear links to set objectives
Excellent objectives outline that displays a thorough ability to construct and organise arguments. Objectives are clearly linked to SMART criteria & Customer Lifecycle. Excellent digital strategies provided with clear links to set objectives. Framing of objectives demonstrates excellent and up to date knowledge.
Objectives outline that displays a thorough ability to construct and organise arguments. Objectives are clearly linked to SMART criteria & Customer Lifecycle. Digital strategies provided with clear links to set objectives. Framing of objectives demonstrates excellent and up to date knowledge.
70 / 100
Screenshots market trends or evolving behaviour not shown
Justification with some indication of one of the following: screen shots, market trends or consumer behaviour
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
DISCUSSION (20%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
Justification with some indication of two of the following screen shots, market trends or consumer behaviour
Somewhat fair justification showing evidence of screen shots and trends
Fair justification of objectives and strategies supported by satisfactory evidence e.g., screenshots, market trends and consumer behaviour.
Good of objectives and strategies supported by satisfactory evidence e.g., screenshots, market & consumer behaviour trends.
Very good justification of objectives and strategies supported by satisfactory evidence e.g., screenshots, market & consumer behaviour trends.
An outstanding justification that is supported by relevant evidence (screenshots, market trends and consumer behaviour).
Excellent justification of objectives and strategies. Justification demonstrates exceptional understanding of relevant objectives and these are tied in well to strategies in formulating a rich rationale.
Justification of objectives and strategies. Justification demonstrates exceptional understanding of relevant objectives and these are tied in well to strategies in formulating a rich rationale.
60 / 100
Failure to cite credible academic sources. At times poor quality sources are used.
Very poor identification of relevant information and data related to the context. Fails to analyse the information with a view to developing fully justified interventions. Very limited evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion.
Poor identification of relevant information and data related to the context. Fails to analyse the information with a view to developing fully justified interventions. Limited evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion tends to be somewhat descriptive
Somewhat fair identification of relevant information and data related to the context. Achieves to analyse the information with a view to developing justified interventions. Somewhat fair evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion
Fair identification of relevant information and data related to the context. Achieves to analyse the information with a view to developing justified interventions. Fair evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion tends to be fairly critical in significant areas.
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
METRICS (10%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
Good identification of relevant information and data related to the context. Achieves to analyse the information developing justified interventions. Good evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion develops
Very good identification of relevant information and data related to the context. Achieves to analyse the information developing justified interventions. Good evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion develops very good critical analysis in significant areas.
Outstanding identification of relevant information and data related to the context. Achieves to analyse the information developing justified interventions. Good evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion develops outstanding critical analysis.
Excellent identification of relevant information and data related to the context. Achieves to analyse the information developing justified interventions. Good evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion develops excellent critical analysis.
Identification of relevant information and data related to the context. Achieves to analyse the information developing justified interventions. Good evidence of reading on some relevant Customer Management theories & literature for an informed and critical discussion. The discussion develops excellent critical analysis.
90 / 100
No indication of relevant metrics
Achieves to identify & define at least one metric
At least one relevant metrics are identified
Somewhat fair ability to identify & define of at least two metrics
Fair ability to identify & define at least three metrics.
Good identification & definition of at least three metrics.
Very good identification & definition of at least three metrics.
Outstanding identification & definition of at least 4 metrics
EXCELLENT (90)
DISTINCTION (100)
DISCUSSION (10%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
READERSHIP (10%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
Excellent identification & definition of five metrics.
Identification & definition of five metrics.
60 / 100
Metrics only listed without follow up discussion
Provides generalised discussion of metrics and this is not always applied effectively to the context.
Provides poor and descriptive evaluation of metrics and this is not always applied effectively to the context. Insufficiently developed & justified.
Provides somewhat fair metrics evaluation and this is supported to a very limited extent to context
Provides satisfactory metrics discussion and this is linked satisfactorily to context.
Good metrics discussion and this is linked well to context.
Very good metrics discussion and this is linked well to context.
Outstanding metrics discussion and this is linked well to context.
Excellent metrics discussion and this is linked well to context.
metrics discussion and this is linked well to context.
80 / 100
No citation No indication of relevant sources
Very poor identification of relevant sources to support discussion
Poor identification of relevant sources to support discussion
Somewhat fair identification of relevant sources to support discussion
Satisfactory identification of relevant sources to support discussion
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
MET LINK (5%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
CONCLUSION (10%)
FAIL (0)
Good identification of relevant sources to support discussion
Very good identification of relevant sources to support discussion
Outstanding identification of relevant sources to support discussion
Excellent identification of relevant sources to support discussion
Identification of relevant sources to support discussion
70 / 100
No link to any strategy.
Superficial link to strategy
Limited link to strategies provided
Somewhat fair link to strategies provided
Fair link to strategies provided
Provides good link to strategies
Provided very good link to at least two strategies
Provided outstanding link to at least three strategies
Excellent link to at least three strategies and these draw on ability to use multiple strategies/metrics. Extensive use of relevant Customer Management terminology throughout.
Link to at least three strategies and these draw on ability to use multiple strategies/metrics. Extensive use of relevant Customer Management terminology throughout.
60 / 100
Fails to provide any conclusion
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
ADMNISTRATIVE (5%)
FAIL (0)
VERY POOR (25)
POOR (35)
BARE PASS (40)
SATISFACTORY (50)
Does not draw good & key insights from report.
Limited insight drawn from report
Somewhat fair ability to highlight how chosen telecommunications provider can benefit from digital CRM
Fair ability to highlight how chosen telecommunications provider can benefit from digital CRM
Good ability to highlight how chosen telecommunications provider can benefit from digital CRM
Very good ability to highlight how chosen telecommunications provider can benefit from digital CRM
Demonstrates an outstanding ability to highlight how chosen telecommunications provider can benefit from digital CRM
Demonstrates an excellent ability to highlight how chosen telecommunications provider can benefit from digital CRM
Ability to highlight how chosen telecommunications provider can benefit from digital CRM
70 / 100
No citations provided
Some sources used are not acknowledged in the text and reference list, using correct academic citation – including online sources. Limited communication, organisation and presentation of information. Fails to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Very poor referencing. Familiarise with Harvard referencing convention
Some errors in Harvard referencing . Poor communication, organisation and presentation of information. Fails to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Poor referencing. Familiarise with Harvard referencing convention
Somewhat fair referencing. Reasonable communication, organisation and presentation of information. Fails to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Reasonable referencing. Familiarise with Harvard referencing convention
Satisfactory referencing. Satisfactory communication, organisation and presentation of information. Satisfactorily and accurately communicates
GOOD (60)
VERY GOOD (70)
OUTSTANDING (80)
EXCELLENT (90)
DISTINCTION (100)
information using clear, accurate English, well organized and well presented, with flow and progression. Fair referencing. Familiarise with Harvard referencing convention
Good referencing. communication, organisation and presentation of information. Achieves to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Ability to relate theory to professional practice. Good referencing
Very good referencing, communication, organisation and presentation of information. Achieves to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Ability to relate theory to professional practice. Very good referencing
Outstanding referencing skills. Communication, organisation and presentation of information. Achieves to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Ability to relate theory to professional practice. Excellent good referencing
Excellent referencing skills, communication, organisation and presentation of information. Achieves to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Ability to relate theory to professional practice. Outstanding referencing
Referencing skills, communication, organisation and presentation of information. Achieves to communicate information appropriately and accurately using clear, accurate English, well organized and well presented, with flow and progression. Graduate skills- Graduate Employability Skills: Ability to relate theory to professional practice. Outstanding referencing