Assignment CRM

Updated: 2020-07-24

CRM Systems Research Report

MKTG756 Strategic CRM

DUE: Week 5, Total 45 Marks = 15%

WRITTEN PROJECT REPORT REQUIREMENTS:

Prepare a 4-page maximum single-spaced written research report that answers the following questions. Organize your report by using the same question numbers and headings as outlined below:

1) Why is CRM Critical to the Success of Companies? (5 marks) Under this heading discuss the following topics:

i. Why is Customer Relationship Management becoming increasingly important in recent years?

ii. How is technology playing a role in helping companies manage their customer relationships?

2) Potential Drawbacks of CRM (5 marks) Under this heading discuss five reasons why implementing a customer relationship management (CRM) solution might not have the desired results – why it may not be a success or lead to the results the company expects.

3) Future of CRM (5 marks) Under this heading, answer at least 3 of the questions below regarding what CRM will become in the future:

i. How will customers’ expectations of companies change over the next 5 to 10 years?

ii. How will the relationships between consumers and suppliers change in the future?

iii. What types of technology are emerging or will emerge to help manage customer and supplier expectations?

iv. What is the future of the B2B relationship between customers/suppliers?

v. What tools will help marketers better serve customers and manage their CRM strategies?

4) Select a company that you think really understands CRM and has an effective strategy in place. (5 marks) Discuss their approach to strategic CRM and related activities, strategies, and performance outcomes.

5) 5 marks for formatting, appropriate referencing using APA citations ( https://libraryguides.centennialcollege.ca/apastyleguide ), completeness, spelling, grammar.

PRESENTATION REQUIREMENTS – CRM AND TECHNOLOGY:

Prepare a 10-minute presentation to showcase a sales technology or tool that impresses you.

1) Instructions: Pick a Sales Technology / Tool. e.g. Hubspot (20 marks)

i. Research what it is and prepare one slide to summarize and explain the tool.

ii. Do a demo of the technology. If you are able to download a free sample version of the technology and do a live demo, that would be ideal, however may not be possible. Showing a video demo, case study or customer testimonial that shows the tool and how it works would also be appropriate. (Remember, you only have 10 minutes for the entire presentation, so you may not be able to show an entire video)

iii. In one slide, explain how you believe this tool is making the job of sales/marketing easier and more efficient.

iv. Upload your presentation online somewhere and submit a link to the presentation at the end of your research report.

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