Part I PURPOSE The purpose of this assignment is to develop learners' ability to describe customer "touchpoints" and evaluate the customer relationship practices of an organisation and describe how the organisation can handle customer complaints effectively. REQUIREMENT Choose an organisation, that deals with customers. You may choose an organisation that offers services such as banks, hotels, telecommunication providers, and government agencies or an organisation that sells products such as supermarkets, hypermarkets, convenience stores, departmental stores etc. Customer relationship management is the process of carefully managing detailed information about individual customers and every customer's "touchpoints" to maximize loyalty. Based on this definition, describe all the customer "touchpoints" of the chosen organisation and evaluate the customer relationship practices of the organisation in order to satisfy its customers and maximise their loyalty. Having an unhappy customer may have negative implications for the organisation. Therefore, it is important for marketers to properly handle negative experiences. Based on your observation of the chosen organisation, suggest some practices which will help the organisation handle customer complaints effectively and recover customer goodwill. [Total: 50 marks]