Section 1 is based entirely on theory and Therefore Must Show Strong Evidence of wider Reading on the Subject of CRM: Supply Chain Management And Customer Relationship Management Assignment, UOL, Ireland

Assignment 1

This is an individual assignment.

It will focus the student’s attention and learning on the topic of Customer Relationship Management and apply their learning on this topic to an organization of their choice.

For ease of access to relevant information and for professional relevance, most students select the company they are currently employed with or a previous employer. However, you are free to select an alternative company should you wish or a published case study.

This assignment is broken into two sections, section 1 is based entirely on theory and therefore must show strong evidence of wider reading on the subject of CRM. Whereas section 2 is asking the student to apply this theory to their chosen organization and will therefore be more analytical in nature.

“Total customer satisfaction demands a relationship with the customer that must be genuine, otherwise people will spot its inauthenticity” (Robson, 2012)

Section 1

Based on the above quote, outline and explain why it is critical that Customer Relationship Management (CRM) should be an integral part of Supply Chain Management practice. Include in your answer a brief understanding of SCM. It is important also to define CRM, how it can improve the overall performance of an organization, how it can be integrated into the organization, why it is important to keep the customer at the forefront of all activities and processes employed to deliver the product or service. This part of your answer should be supported by relevant literature and theory addressed in the module.

Section 2

Having explained the value of integrating CRM as part of Supply Chain Management, select a company of your choice (either the organization that you are currently working for, a previous employer, or a suitable published case study). Using this example, explain either how an integrated CRM and SCM is currently enhancing the organization’s overall performance or could enhance its overall performance if integrated effectively. Support your discussion with the relevant theory from part 1.

Assignment Guidelines for Section 1:

This section is seeking your understanding of the value of integrating CRM as part of Supply Chain Management, so in order to achieve this, you need to draw on relevant theory on the subject. Remember when drawing on material, whether directly or indirectly, to reference the sources correctly.

You will see from section 1 that the question is providing you with guidelines in relation to the structure of the response, so be sure to check that you are satisfied that all areas are adequately addressed in your answer. The second part assesses your ability to apply this theory to a real-life example, therefore ensure that you show how this is applied in the case you have selected.