Assessment task (Click here to download marking criteria)
Word length: 2000 words ( + 10%).
Read the Real World Case 12-2 - Plexipave: A failed CRM implementation (Motiwalla & Thompson 2012, p.349).
You are to write a report that looks at Customer Relationship Management (CRM) strategy.
Ensure you cover the following in your report:
• Describe Customer Relationship Management (CRM) and how it fits in with Enterprise Systems.
• Describe different processes within CRM
• What was wrong with Plexipave's CRM strategy? How could Plexipave have improved their CRM strategy?
• What was wrong with the McGraw-Hill/Siebel-hosted CRM application?
• Provide recommendations on whether Plexipave should implement another CRM system.
Support your arguments with at least six references from reputable sources (academic quality) such as books and journal articles relevant to the subject. Do not use sources that were published before 2009.
Presentation of your assignment
You must include the following:
• Title Page, clearly setting out the title of your assessment, your name, your student ID, the course name, course code and the name of the lecturer. There must be no graphics or pictures of any kind on the title page.
• Executive Summary. Provide 'No more than one page' summary.
• Table of Contents (auto generated using the word processor).
• Introduction - this section should introduce the general aims, backgrounds of topics and areas/issues you will discuss in the report.
• Body - this is where you discuss your findings in detail, where appropriate, headings and sub-headings should be included with the logical progression of your report from one idea to the next. Do not use the word 'Body' as a heading - identify words that relate to your report for the heading.
• Recommendations - in this section you need to describe the recommendations you would make to Plexipave.All recommendations need to be supported by sources. Do not write these recommendations as dot points.
• Conclusion - in this section you need to summarise your work and findings. You should introduce no new points in your conclusion.
• References - this is a list of all the books and articles you have cited in your assessment. Use Harvard (author-date) referencing style for your in-text citations as well as your list of references. You need to reference the case study as well as at least two academic quality journal articles published between 2009-2016. Contact your library for assistance in proper referencing.