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Presentation/PPT
27/08/2022
Aim: This report seeks to understand how organisations use digital technologies such as apps, websites and social media to enhance the organisations CRM and relationships with its customers. This will include analysis of how the particular digital technology tools above impact on customer behaviour, enhance customer value and experience, improve customer engagement, build customer loyalty, assist in customer acquisition, retention and development. In addition, the report should examine what are the implications of the digital technology tool for the systems and processes of the organisation and its overall strategic customer management.Report Tasks:Students are to select an appropriate organisation from the potential sectors/organisations listed below and investigate one of the digital tools (app, website or social media) used by the organisation with respect to the organisations overall Customer Relationship Management (CRM). Students are free to choose from any of the organisations listed below and are free to choose one of any of the apps, organisational websites or social media sites (on Facebook, Twitter, Instagram etc) of that organisation. You will need to analyse the app, website or social media site primarily with respect to how the digital tool you have selected impacts on the CRM of the organisation by addressing the issues listed below. In selecting an organisation and a relevant digital tool be careful not to be too broad or narrow in your selection. If there are major segments targeted by the organisation pick one of the major segments for your choice of digital tool. For example, airlines tend to have economy and premium traveller segments or even domestic, international segments and telecommunications companies have consumer and business segments. You can narrow your focus to these segments and their associated digital tools (websites, apps, social media sites) instead of the entire organisation. On the other hand, picking a particular social media site for the organisation may not provide you with enough evidence to answer most of the questions indicated below. You may need to expand your choice to the organisations overall social media presence.The report should address the following major areas in detail, in addition to any other areas the student considers relevant to the organisation and its CRM. The following questions serve as a guide and may not be relevant to all organisations or digital tools. However, as far as possible students should seek to address these questions in a suitable narrative (dont just answer each question one by one but weave the answers into a story with evidence for support). Students should seek to analyse rather than just describe the evidence they gather. You will need to provide specific examples of how the digital tool impacts on the relevant CRM aspects. For example, it will not be good enough to say the website has an online sales tool. You will need to briefly analyse and suggest how this online sales tool adds to customer experience or value. It will be useful to use concise screenshots to show the relevant component of the digital tool being analysed and discussed in the Case Study Report.
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