Examine the different ways that organisations deal with their customers.

QUALIFI ASSESSMENT DOCUMENT

Qualifi Level 5 Diploma in Business Management

Assignment brief – Unit 5

Introduction

Prior to attempting this coursework assignment, Learners must familiarise themselves with the following policies:

• Centre Specification can be found at https://qualifi.net/qualifi-level-5-diploma-in- business-management/

• Qualifi Quality Assurance Standards

• Qualifi Quality Policy Statement

The aim of the module is to provide Learners with understanding and insight into customer behaviour. It will develop skills and Learners will use tools and practices an organisation can use to retain and improve customer retention and relationships.

Assignment Guidelines

All work must be submitted in a single electronic document (.doc/.docx file). The assignment must be the Learner’s own work and not copies of theories or models. Direct quotes should be kept to a minimum, and shown in inverted commas. Models described and other quotes used must be properly attributed and referenced as appropriate. Learners must acknowledge or reference any sources that have been used to complete the assignment, listing reference material and web sites used.

Plagiarism and Collusion

In submitting the assignment Learner’s must complete a statement of authenticity confirming that the work submitted for all tasks is their own. The statement should also include the word count. Plagiarism and collusion are treated very seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more learners submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence.

Appendices

Separate Appendices should not be used. Any use of tables, graphs, diagrams, Gantt chart and flowcharts etc. that support the main report should be incorporated into the back of the assignment report that is submitted. Any published secondary information such as annual reports and company literature, should be referenced in the main text of the assignment but not included.

Confidentiality

Where a Learner is using organisational information that deals with sensitive material or issues, they must seek the advice and permission from that organisation about its inclusion. Where confidentiality is an issue, Learners are advised to anonymise their assignment report so that it cannot be attributed to that particular organisation.

Word Count Policy

In total, the assignment should be between 3000 – 4000 words. Learners must comply with the required word count, within a margin of +10%.These rules exclude the index (if used), headings and information contained within references and bibliographies. When an assessment task requires learners to produce presentation slides with supporting notes, the word count applies to the supporting notes only.

Marking and grades

Qualifi uses a standard marking rubric for all assignments, and you can find the details at the end of this document.

Unless stated elsewhere, Learners must answer all questions in this document.

Learning Outcomes and Assessment Criteria

Referencing and Professionalism

A professional approach to work is expected from all learners. Learners must therefore identify and acknowledge ALL sources/methodologies/applications used. The learner must use an appropriate referencing system to achieve this. Marks are not awarded for the use of English; however the learner must express ideas clearly and ensure that appropriate terminology is used to convey accuracy in meaning.

Submission of Assignments

All work must be submitted in a single electronic document (.doc/.docx file) in your Learning Portal or to submit to the Assessor/Centre Administrator.

Assessment Tasks

Learners may use their own employment context to write an assignment based on the Assessment Tasks. Assessment Tasks are the intended learning outcomes of the unit, which are linked to Assessment Criteria. These Assessment Criteria are descriptions of the skills a learner is expected to meet to demonstrate that a Learning Outcome has been achieved.

You are required to produce sufficient evidence for each assessment criterion in order to meet learning outcomes of the unit

Scenario

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 work as a Customer Relationship Manager for 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 the Directors to write a report in which you analyse how the organisation has 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: Organisations and their Customers FORMATIVE TASK

Produce a briefing document about the different segments of your organisation’s customer base as part of an onboarding process. Your answer must include:

• Describe the different segments of your organisation’s customer base

• Identify and explain three different patterns of behaviour within these segments

• Discuss the potential target groups that the organisation have identified as part of a strategy for growth

Formatting:

750-850 words Justified alignment Single-spaced

12pt Times New Roman font

Use an appropriate referencing system for footnotes and citations

Task 2: Customer Relationship Management in Theory SUMMATIVE TASK

Compare and contrast two different organisations’ approaches to Customer Relationship

Management (CRM). Your answer must include:

• An outline of two different organisations’ use of CRM (LO 2.1)

• Identify and explain how these organisations use CRM to promote customer retention (LO 2.2)

• Discuss ways in which these different approaches can be said to add value for their respective customer bases (LO 2.3)

Formatting:

900-1100 words Justified alignment Single-spaced

12pt Times New Roman font

Use an appropriate referencing system for footnotes and citations

Task 3: Customer Relationship Management into Practice SUMMATIVE TASK

Produce a report for the board of your organisation about how it can benefit from another organisation’s use of CRM. Your answer must include the following:

• An outline of the features of another organisation’s CRM that you believe your organisation can benefit from (LO 3.1)

• Identify and explain a set of recommendations for changes to your organisation’s CRM (LO 3.2)

• An evaluation of the likely success of the process of implementation and the long-term consequences of such a change (LO 3.2)

Formatting:

1100-1300 words Justified alignment Single-spaced

12pt Times New Roman font

Use an appropriate referencing system for footnotes and citations

Learners are required to complete all tasks.

Mark Scheme

Instructor’s Comments

Marking Directions:

1. For each of the criteria listed in the first column, circle one box in the corresponding column to the right which best reflects the student’s work on this particular assessment activity (e.g., project, presentation, essay).

2. Provide specific feedback to a student about each of the criteria scores he/she earned by writing comments and suggestions for improvement in the last row titled “Instructor’s comments.”

3. To arrive at a mark, total the boxes and divide by 5 to arrive at a final mark