COURSEWORK 1 - INDIVIDUAL Year TWO/2015 Subject MGT3604 CUSTOMER RELATIONSHIP MANAGEMENT 25% (INDIVIDUAL ASSIGNMENT) Week 8 Submission Date (4th April 2016 - 10th April 2016) 25% (GROUP ASSIGNMENT) Week 10 (18th April 2016 - 24th April 2016) Weightage MONTH FEB 2016 REGULATIONS A. Late Submission A 10% deduction per day of total coursework marks (excluding weekends and public holidays). Late submission between 5 to 10 days, results in a 50% deduction of total coursework marks. Late submission past 10 days results in an automatic 0% for coursework and the student will be barred from the final examination. B. Deliverables Students must submit all materials supporting their coursework listed in the deliverable section. The INDIVIDUAL and GROUP (6 - 7 students in a group) coursework must be entirely your own work. Please make sure that you are aware of the rules concerning plagiarism. If you are unclear about them, please consult your program coordinator/lecturer. Plagiarism is presenting somebody else's work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student's coursework; stealing coursework from another student and submitting it as your own. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the university. The coursework should exhibit formal research skills i.e. with a table of content, proper citations, references, and appendixes. The coursework write up must be able to demonstrate critical analysis and application of both theory and practical issues to the companies that you have selected. Student may include additional relevant data/information apart from the proposed guidelines in conjunction to your research. Additional marks will be awarded for such attempt. Your coursework should not be more than 2000 words. All written reports MUST be submitted for similarity checks to Turnitin. You should bind with the coursework cover as the 1st page and standard marking scheme at the 2nd page; followed by ALL pages of the Turnitin Originality Report and a CD containing your coursework and Turnitin reports. 1 INDIVIDUAL ASSIGNMENT Case Study Topic: Call Centre Management Zappos [Peelen, E. & Beltman, R. (2014). Customer Relationship Mangement. 2nd Ed. Pearson] Zappos is a benchmark in service. This e-commerce up-and-coming organization that started off selling shoes, complemented their assortment with clothes, accessories, electronics and so on was sold to Amazon for a little less than $1 billion. They are well known for their 365-day return policy. If the shoes are not worn, you can return or exchange the shoes. You don't even pay shipping to return or exchange the shoes. By simply going back to Zappos.com and logging into your account, you can easily print out a return label for UPS or USPS. Another great feature that sets Zappos apart from the crowd is their user surveys and reviews. When you find a shoe you're considering purchasing, it certainly helps to know that 86 per cent of the people surveyed believed it to feel a half size smaller than marked, or whether or not it felt 'true to width'. And Zappos provides this information through their user surveys. When explaining Zappos.com's almost obsessive dedication to customer service, the etailers' employees always seem to turn to real-life tales. 'That's the Tony pizza story...' began Jane Judd, senior manager of the customer loyalty team, talking about a time when CEO Tony Hsieh asked his Skechers reps to call in after-hours to test his staffers and find out if they would track down late-night pizza places in the area, (They did, coming up with the names and phone numbers of the three closest options). 'One of the craziest stories,' said Jerry Tidmore, who manages Zappos' helpdesk concierge service, 'was that a guest checked in to the Mandalay Bay hotel [in nearby Las Vegas] and forgot her shoes'. According to Tidmore, the guess called Zappos, where she had originally purchased the style, looking for a replacement, but they didn't have any in stock. So the company found pair in the right size at the mall, bought them and delivered them to the hotel - all for free. Such anecdotes are a testament to the company's central tenet, which is written right under the Zappos logo on the website: 'Powered by Service'. And while most customers don't call the company looking for pizza, Zappos takes its commitment to service seriously - sacrificing short term profits for it, investing a minimum of four weeks' training for each employee and operating 24-hour warehouse that is admittedly not costefficient. The goal, Hsieh said, is to make Zappos' customers very happy - and that leads to big cost savings elsewhere. 'We let our customers do the marketing for us', he said. 2 What emerged was a plan to put customer service first. The company's 342-person, round-the-clock customer loyalty team in Henderson, Nevada, answers 5,000 calls a day, though that number grows significantly during the November and December busy season. They also answer 1,200 e-mails a week and monitor Twitter and social networking sites for mentions of Zappos, which they use to proactively reach out to potential shoppers. Judd also oversees a resource desk team, which handles more complex requests such as getting the actual measurement of a heel or checking the colour, as well as Spanishlanguage and Canadian teams. She said call-centre employees are given no time limits for their calls and are encouraged to 'use their personal, emotional connection on every call'. For example, she said they might ask about the dog barking in the background or send flowers to the bride. To achieve that level of interaction, Zappos had made training a priority - for the entire company. Rachel Brown managed the Pipeline team, Zappos' in-house training programme, which has grown strongly. The first week of training includes everything from how to work the phones to special seminars on Zappos' culture and core values. Seminars on customer service and indepth call-centre training start in week two, and employees who will stay in the call centre get another three weeks of training on the phones. The goal, Brown said, is to tell the new employees to 'forget about all your other jobs, especially if it's another call centre,' she said. We have to restart the engine the Zappos way'. All of this requires investment. Training doesn't come cheap, even though, as Judd pointed out, the company-wide requirements mean that during the holiday rush staff members form every department can help out (including Hsieh, who Judd said, worked three hours in the call centre last year). 'The training and education, the free shipping both ways, the surprise [shipping] upgrades, that's very expensive. Our warehouse is 24/7, which is purposely less [cost] efficient, but faster,' Hsieh said. 'Our whole point of view is [to look at it] as our marketing cost, but they all have extra costs.' It's a smart strategy, said Karen Leland, president of Sterling Conculting Group in Sausalito, California, and co-author of Customer Service for Dummies and Customer Service is an Instant. 'It costs five times more to get a new customer that to retain an old one,' Leland said. 'Anytime you have to spend marketing dollars, the financial benefit is high to retaining an existing customer'. 3 In fact, Leland has her own Zappos story. A recent purchase od red patent peep-toepumps she ordered from Zappos didn't fit, and she exchanged them for the right size - a transaction she said the company has mastered. 'They made it easy when there was a problem. And the true measure of a company is how they handle it when things go wrong,' Leland said. 'They made a loyal customer out of me. A shoe is just a shoe, but they're adding value to the shoe through the service. Assignment Task: Prepare a report on the case study: Zappos Your report should address the following questions: 1. Zappos' return policy may put the company at risk. How come the business case of this policy is none the less positive? Students are advised to provide relevant arguments to support the answer. 2. Zappos customer contact department is situated next to the CEO's office. Those are expensive square metres. How do you evaluate the choices? 3. Please indicate in your own words the critical success factors of Zappo's service strategy. For the written report Font: 12, Times New Roman Fully justified 1.5 line spacing 2000 words (10%) Proper heading and footers Report to be printed on single side, stapled and tapes (NO comb-binding) APA referencing method Cover sheet and marking scheme Turnitin originality report CD containing tour report and the Turnitin originality report 4 GROUP ASSIGNMENT Assignment Task Students are required to form a group of 5 to 6 students. You are required to prepare a PRESENTATION for the following task as stated below. The presentation should be a professional and concise, imparting the important ideas and points of y our report clearly. Students are given 20 minutes to present the report. Formulate and design a CRM strategy You are required to analyze, formulate, and design a CRM strategy for ANY organization in Malaysia. The presentations will be evaluated based on the criteria as stated in Appendix C. The presentation should include: 1. A brief background, activities and industry of the chosen organization. 2. Conduct a SWOT analysis for the organization and identify at least 4 customerrelated issues for formulating a CRMs strategy. 3. Analyze the products/services and market of the chosen organization and provide a detailed market segmentation and customer profile. 4. Identify 2 or 3 CRM objectives, and students are advised that the objectives must be SMART. 5. Formulate a CRM plan to achieve the objectives. Your plan should include the tasks required to achieve the objectives and the time frame / time plan to implement the CRM plan. 6. Propose the relevant evaluation criteria (when, what and how) that will be used to monitor and evaluate the performance of the CRM plan. 5 For the written report 1 hardcopy of the slides - landscape orientation, 4 slides per page, slide and slide numbers printed on ingle side and stapled (Strictly no comb-binding) 1 softcopy of the slides in a CD in Miscrosoft Office Power Point format APA referencing method 6 APPENDIX A Faculty of Business, Accountancy & Management (FOBAM) Course Details: Module Code and Title : Programme of Study : Lecturer's Name : Mr. Tan Wei Yet Semester : Assignment Details: Title of Assignment : Due Date : Submission Date : Type (*Please tick []) : Individual Group Declaration by student(s): I/We, hereby declare that the attached assignment is my/our own work and understand that is I/we am/are suspected plagiarism or another form of cheating, my/our work will be referred to the Programme Coordinator/Head of Faculty who may, as a result recommend to the Examinations Board on academic disciplinary action including expulsion for the SEGi University and Colleges. Student's Details: Name: _________________________ Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ 7 Name: _________________________ Student ___________ ID: ______________ Reminder: Submission Checklist: Coversheet CW Assessment Sheet Turnitin Report Coursework CD with coursework 1. Students are reminded to keep a copy of all the coursework submitted. 2. All LATE SUBMSSION will be DDUCTED 10% a day up to a maximum of FIVE (5) days, where subsequently, the coursework will be awarded ZERO (o). Signature: Overall Marks: /25 APPENDIX B INDIVIDUAL ASSIGNMENT MARKING SCHEME SUBJECT : CUSTOMER RELATIONSHIP MANAGEMENT SUBJECT CODE : MGT 3604 PROGRAMME : ___________________________________________________________ STUDENT ID : ___________________________________________________________ 1 2 3 4 Assessment Criteria Question 1 Question 2 Question 3 Report Presentation Marks (%) 15 15 15 5 Marks Awarded (%) Clear and structured writing with proper grammar, proper titles, table of contents, page numbers, professional formatting, fonts, proper APA 5 6 referencing and citations. TOTAL Converted to: 50 25 Comments: _________________ Assessor's Signature 8 APPENDIX C GROUP ASSIGNMENT MARKING SCHEME SUBJECT : CUSTOMER RELATIONSHIP MANAGEMENT SUBJECT CODE : MGT 3604 PROGRAMME : ___________________________________________________________ STUDENT(S) DETAIL: Name: _________________________ Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: Student ID: ______________ Signature: ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Name: _________________________ ___________ Assessment Criteria Marks Marks (%) Awarded (%) 1 Presentation material - contents and creativity 35 5 Presentation flow 9 - Logical flow - Time management - Ability to capture attention and retain interest of audience 1 2 3 4 5 6 7 Total 2 Poise and voice projection - Audibility - clear voice, precise pronunciation, language proficiency - Non-verbal communication - eye contact, gesture and posture, formal wear 3 5 1 2 3 4 5 6 7 Total 6 7 Total Engagement with audience 4 Confidence - able to handle questions 1 2 3 4 5 5 50 5 TOTAL 25 6 Converted to: Comments: 10 _________________ Assessor's Signature 11