Assignment – Apply: Operational CRM
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So far, you have investigated the 3 types of CRM and how they relate to customer relationships and value. Hopefully, you can begin to envision yourself becoming an expert in CRM.
1. Review the Assignment Deliverables section below. You will need this information to select an appropriate company from the Internet.
2. Choose a company from the Internet that is appropriate for the assignment deliverables. Not all cases may provide all the explicit details you are seeking; you may need to assume information. Please make a note in your assignment indicating the assumed information.
3. Imagine you are an IS or IT manager for the company you chose. Write a 700- to 1,050-word APA formatted Microsoft® Word® case report that includes the requirements listed under Assignment Deliverables.
Include the following:
. Describe what the case is about, provide the important elements of the history of the situation, and specify the key problem or issue of the case (e.g., what decision has to be made by which manager). This is your introduction.
. Examine how the company used the practice of operational CRM to customer-facing processes of marketing automation, sales force automation, and surveys service automation.
. Analyze how the CRM helped or can help the company with the following:
6. Marketing automation
6. Sales force automation
6. Survey service automation
. Include the most important information from the case in your conclusion.
. Include a reference to the case and cite the reference in APA format.
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