Customer Relationship Management and Fostering Customer Loyalty Assignment

Assessment Objective:

The objective of the assignment is to assess the student’s ability to critically evaluate their understanding of the dynamic relationship between Customer Relationship Management and fostering customer loyalty. The assignment will also assess the student’s ability to critically extrapolate ideas and evidence in the context of a practical case scenario. Students are expected to support their case evaluation with critical analysis, and are expected to propose reasonable conclusions, together with appropriate recommendations.

The Assignment:

In today’s volatile economic climate the significance of Customer Relationship Management and its role in creating loyalty and customer retention cannot be overestimated in relation to the profitability of any organisation.

Identify a non-fictitious organisational setting as a case-in-point and critically evaluate the playing out of the Customer Relationship Management issues in question.

In your evaluation, you must specifically:

1. Provide an Introduction to your case study. (15 marks)

2. Include a critical evaluation of the staff/customer experience. This evaluation should include a discussion of any potential problems within this experience. (20 marks)

3. Using a best practice customer service strategy identify areas of improvement and recommend solutions which if implemented will facilitate customer/staff loyalty/retention. (20 marks)

4. Discuss possible implementation challenges with respect to the recommended solutions and explain the role of negotiation in overcoming these challenges. (20 marks)

5. Provide a Conclusion. (15 marks)

6. Be cognizant of Academic writing as 10 marks will be assigned to this section. (10 marks)

The assignment should be word-processed and presented in proper academic format, with proper referencing (Harvard style) where appropriate. The total word count of the essay should be a minimum of 2500 but should not exceed 3000 words, excluding any diagram, appendix and bibliography.

 Assessment is conducted by reference to the following:

1. Demonstrated knowledge of module content
   1. Is the discussion of the principles and concepts in the essay:
      1. Relevant to the question asked?
      2. Comprehensive? Are all relevant aspects discussed?
      3. Accurate? Is it correct?

2. Evidence of understanding of relevant concepts and principles
   1. Does the discussion in the essay:
      1. Explain the relevant concepts and principles?
      2. Demonstrate insight into the relevant concepts and principles?
      3. Appropriately analyse or apply the concepts and principles in the context of the question posed?

3. Originality of thought and evidence of independent research
   1. Does the discussion in the essay include:
      1. Evidence that materials beyond the lecture notes and core texts were consulted?
      2. A sufficient variety of relevant and appropriate legal sources to demonstrate independent research?
      3. Accurate and appropriate explanation of the sources used?
      4. Accurate analysis and/or application of the sources used?

4. Clarity of expression and presentation
   1. Is the language used:
      1. Correct in terms of spelling, grammar and punctuation?
      2. Appropriate to a legal academic essay?
      3. Fluent and convincing to the reader?
   2. Is the structure of the essay:
      1. Clear? Is it obvious to the reader why each aspect is discussed where it is?
      2. Coherent and well organised? Is the argument developed in a logical and consistent manner?
   3. Is the essay typed in a MS Word document, using appropriate font, spacing and margins?
   4. Is the essay within the assigned word count?

5. Technical proficiency
   1. Does the essay show evidence of planning and preparation?
   2. Does the essay include appropriate sources to support all the issues discussed and arguments being made?
   3. Are all sources correctly referenced in the Harvard style?

6. Accuracy of material – is the material submitted accurate?