Scenario
Learners may use their own employment context to write an assignment based on assessment tasks. Assessment tasks are learning outcomes of the unit associated with Assessment Criteria. You are required to generate sufficient evidence on assessment criteria to meet learning outcomes of the unit within the rules, regulations and standards to achieve credits of the unit. If you are not in employment, please use the following scenario. Customer Relationship Management (CRM) is now being actively embraced by organisations within most industry sectors. Furthermore, customer expectations are changing with the result that customer relationships are becoming increasingly more complex to manage. Consider you are working as a Customer Relationship Manager of a small-medium sized insurance private limited organisation, which deals with its customers all over the world to sell its motor, home, life, savings and retirement insurance products and services. Your role includes understanding customers, meeting customer need and adding value. You are asked by Directors to write a report to meet learning objectives of following three assessment tasks, where you should identify analyses how the organisation have responded by looking after their customer base in new and more cost-effective ways. You are also asked to make suitable recommendations to improve your organisation approaches to customers in order to meet their needs in competitive market environment.
Task 1 – 600 words
Examine the different ways that organisations deal with their customers.
1.1: Explain the different approaches to analysing customer behaviour and identifying patterns.
1.2: Explain the different approaches to segmenting customers and identifying target groups.
Assessment Criteria
1.1: Analyse customer behaviour and identify patterns and differences in approach.
1.2: Segment customers and identify target groups.
Task 2 – 800 words
Develop skills and practices that will support customers retention.
2.1: Explain and provide examples of customer retention practices for different industries.
2.2: Provide examples that demonstrate the concept of ‘adding value’ to customers.
Assessment Criteria
2.1: Appraise CRM (customer relationship management) and customer relationship marketing
activities.
2.2: Explain and provide examples of customer retention practices for different industries.
2.3: Create examples that demonstrate the concept of ‘adding value’ to customers.
Task 3 – 600 words
Explore and learn from examples of customer centered organisations and the benefits of such an approach.
3.1: Research customer-centered organisations across different industries and evaluate the
benefits of their approaches.
3.2: Based on this research, make recommendations to an organisation (chosen by you) for
improving its approach to customers.
Assessment Criteria
3.1: Research customer centres organisations across different industries and evaluate their
approaches.
3.2: Create recommendations for an organisation known by the Leaner for improving its
approach to customers.
