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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:

You 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 organisation’s overall Customer Relationship Management (CRM). You 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.


Also, 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 organisation’s overall social media presence.

Also, 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 (don’t 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.

A written report, must be in the following form:

  • Executive Summary

The ES should be a one page or less summary of the Report, including your most important findings, recommendations and conclusions for management of the organisation.

  • Background/Introduction

A description of the research, an overview of the research objectives and an overview of the organisation studied with accompanying context (which sector, how big, what % market etc)

  • Analysis

This section should contain your analysis which seeks to answer the 3 main areas indicated above. It would be recommended to separate the analysis section into the 3 main areas above as sub-headings. However, you should not just answer the questions in the each of the 3 sections but build a narrative which links in a coherent and logical structure all of the relevant issues. Remember to analyse and not just describe the evidence.

The analysis should contain evidence to support your conclusions regarding the 3 areas with an overall conclusion for each of the areas. If there is evidence which is required to establish the conclusions you are making in this section then it should be included in the analysis section (provided it is of appropriate size). If the evidence is useful but not directly relevant to the conclusions then put it in the appendix with a suitable appendix reference in the analysis section.

  • Recommendations/Conclusions

In this section you should summarise and integrate the findings of the previous analysis section into a coherent set of conclusions regarding the digital too and the organisation’s overall CRM. You should give the report a managerial perspective by assuming the work had been commissioned by the organisation to assess the impact of the relevant digital too on the overall CRM performance of the organisation and the required recommendations. However, the conclusions and recommendations should be related directly to the findings of your analysis and not based on ideas and concepts not explored in this report.

  • Bibliography

You must include all reference sources including websites, textbook, journal articles and other relevant sources. All referencing must conform to the Harvard reference standards.

  • Appendices

Relevant evidence which is required to help explain analysis and conclusions should be put in ordered and numbered appendices.

Areas to be addressed

  • Situation Analysis: – You will need a brief general introduction to the organisation or segment of the organisation and digital tool you have selected.

What is the general product/service being offered by the organisation (or in the relevant segment)?

What are the characteristics (size, competitors, activity etc) of the market (segment) in which the organisation is operating?

How does the organisation distribute its product/service?

What is the general purpose of the digital tool selected?

What are the general characteristics of the digital tool selected?

  • Customer Analysis: Here you will need to analyse the digital tool with respect to the impact of the tool on potential consumer behaviour and customer relationship components. How does the particular digital tool impact on customer behaviour?

In what way does the digital tool enhance customer value and experience?

How does the digital tool add to the customer/organisation touch points?

Are there components of the digital tool that are designed to improve customer engagement?

How does the tool assist in building customer loyalty?

How does it help the organisation in the areas of customer acquisition, retention and development?

  • Organisational Impacts: This section of the report must investigate

How the digital tool connects to the CRM systems and processes of the organisation.

What are the data implications of the digital tool including data collection and integration? How can the data collection and analysis potentially assist in the organisation’s CRM in future?

What is the impact of the digital tool on organisational systems and processes?

What are the resource implications for the organisation of maintaining the digital tool? How are partners/suppliers and employees impacted, if at all, by the implementation of the digital tool.

The choice of organisation should come from one of the sectors indicated below. You will pick ONE organisation from ONE sector only. The choice of organisation will be in general up to the student to decide, however, most organisations will have relevant presence in its sector/category. You may want to investigate the digital tools available for each organisation before you make your choice as not all organisations may have apps or social media presence. You should note that the organisations are typically large with presence in more product/sector categories. You are limited to the product/sector category indicated. You should try and pick an organisation and a product/sector that will make it easier for you to answer the questions above.

Sectors/Organisations to Choose From Plz Choose the best one:

  1. Motor Vehicles (passenger division) – Ford, Mazda, Great Wall Motors
  2. Banking services (non-commercial division) – National Australia Bank (NAB), Bank of China, Citibank
  3. Airlines (passenger division): Qantas, Singapore Airlines, China Southern
  4. Telecommunications: Vodafone, Optus, Telstra
  5. Fashion: Zara, Lorna Jane, Hugo Boss
  6. General Retailers: Woolworths, Target, Sears
  7. Communications (smartphones): Apple, Samsung, Huawei

Possible Approach to Answering Report Tasks:

There will be no right or wrong way to approaching answering the tasks. However, you are expected to provide a scientifically based analysis which relies on method and evidence to support your assertions and conclusions in the report. Reliance on purely anecdotal evidence or opinion will be penalised. You should not just describe the digital tool but the focus will be in linking aspects of the digital tool to relevant CRM components. You should not provide a technical analysis of the digital tools but how they are used or can be potentially used to enhance the organisation’s relationships with its customers.

The Case Study Report must be prepared as a formal business report, written from the perspective of consultants to the organisation. You must ensure that the report is coherent and presented as a single report with consistent fonts, line and page spacing. Presentation of the report will be a relevant component in assessment and marking of the report.

The Project report should be around 5000 – 6000 words and no longer than 15 x 1½ spaced 12 point typed pages excluding cover page, executive summary, references and appendices. It should include standard elements such as references if you have used external sources (Harvard reference style).

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