Customer Relationship Management

Coursework Report Section 1
(Word guide of 3000 words excluding tables, diagrams and references).
You must produce a detailed exploration of one of the following topics:
1.The effect of intercommunication between employees and the impact they have on customer relationships.
2.An assessment of CRM technology and its impact on customer communication in multi-channel settings.
3.Why understanding business processes are essential to delivering successful CRM project initiatives.
4.Workflow as business processes: how and why are they captured within CRM application software.
5.Organisational behaviour defined as strategy, tactics and operations and the effect these have on CRM software

implementation.
6.Customer retention: is it sales, marketing or both?
7.Requirements, capture, management and handling from a CRM perspective: what happens it all goes wrong?
8.CRM and data handling: an issue of consistency.
9.Customer profiling and service experience how to profile and deliver expected customer experience.
10.An assessment of the customer lifecycle and its impact on business processes.
11.CRM and b2b relationships: are the principles supported in leading SaaS CRM products?
12.The effect of supplier relationships on customer relationships.
13.Is CRM only an IT initiative?
14.What are the further directions for CRM as communication technology advances?

Coursework Report Section 2
(Word guide of 2500 words excluding evaluation criteria, tables and diagrams).
You must produce an assessment of a leading CRM software application in context of a specific case example. (Microsoft

CRM – Which i have access to I have a user and password that i will pass to you)
Assessment Criteria
The University admissions manager has defined the following specific criteria, which relates to particular activities

that must be checked within the MS CRM software. Justification using case examples and specific test data should be

considered for each specific criterion.
(Finding and using Records – Using Activities – Duplicate detection – Using Leads and opportunities – Marketing list –

Campaigns and cases – Using Dashboards – Using Processes )

In additional to specific criteria, the following generic criteria should be considered, ideally in light of other

commercial CRM products.

Ethical and privacy issues: Ensuring data governance is essential when dealing with applicant personal information.

Consideration of information assurance should be considered.
Reporting capability: Operational CRM will be used to support management reporting. Accordingly, what range of reporting

functions are available?
Customisation: What packaged functionality must be adjusted (i.e. customised) to address admissions needs using the

options available within Microsoft Dynamics CRM? Discussion about customisation options should be included in the

assessment.
Familiar user interface: It is expected that the interface should have the same look and feel as admissions office

software. An assessment of the interface availability in terms of familiarity is important.
Scalability and stability: the system must be scaled from a small to a large user base and a small to a high number of

applicants, so it must cope with expected demand for three to five years.

Conclude by discussing how MS CRM compares to other CRM solutions currently available in the market.

Deliverables
You should consider all of the specific and generic criteria. The report must be written in a succinct manner. As

required you should link justification to admissions example data, and you should avoid over description. Screen shoots

are expected to reduce the word count and further illustrate the performance of the Dynamics CRM against key criteria.

A section must be included at the end of the report summarising your assessment and whether MS Dynamics CRM is

appropriate.

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