Posted: April 7th, 2015

Determine CRM organizational effectiveness at starting and building relationships with existing customers and potential (prospect) customers

Determine CRM organizational effectiveness at starting and building relationships with existing customers and potential (prospect) customers

Measurement
Track, at a minimum, 6 organizations interactions with customer/prospect across multiple channels for 10 weeks. Define how the first interaction was precipitated and provide details on the substance of all interactions. Feel free to add more organizations after the first week.
Logistics
1. Select at least 6 organizations as your targets. These organizations may be someone that you currently interact with (e.g. purchase from Best Buy) or someone that you have never interacted with before today.
2. Download spreadsheet template (“crm_journal_template”) from D2L (under the Assignment section) Fill in names of the organizations selected in the spreadsheet where appropriate (i.e. replace text shown in red font)
3. Perform some type of activity with each organization. This may be a purchase, an inquiry for more information, etc… This may be in any of the channels available (i.e. web, phone, in-person, via postal mail.) If possible (not required) attempt to make yourself appear as an optimal customer to the respective organization so as to provide them with an incentive to contact you, gather more information from you or perform more interactions with you. For example, if you were attempting to get more information from a camera retailer, you may want to give the camera retailer the impression that you are a heavy user of photo supplies or equipment. If you provide personal information, place an extra letter in the name or use some other middle initial so as to make it easier to spot unsolicited communication from this or some other organization. You may want to create a new email address for this exercise (again, this is not a requirement).
4. Each week update the spreadsheet with the type of activity that has transpired between you and each respective organization. This information should be updated to your spreadsheet and not uploaded to D2L until the journal due date. At that time you will upload your spreadsheet to D2L.
5. At the end of the quarter (per due date) you will submit your spreadsheet to the Drop Box labeled “CRM Journal all related files”. No one will be able to see your file. I will be the only person that can see your file in this drop box. Please place your last name as the first part of the file name.
6. NOTE: Sometimes an organization performs little or no contact. Not having much to report will not have a negative impact on your grade. However you should provide your insight in the comment column of your spreadsheet as to why you believe the organization failed to build a relationship with you. Some reasons may be an organization’s incompetence, conscious decision not to spend money, decision not to proceed based upon determination of potential (i.e. scoring model based on information about you) spending threshold not met, not enough information provided by you, your decision to “opt-out”. Nothing on this assignment is due until the due date which is near the end of the quarter. You do not submit journal activity until the due date (refer to syllabus schedule and checklist on D2L). Your updates are for your reference. I will look at the completed journal after the journal due date.