QUESTION 1 [30 MARKS]
Customer relationship management is an important part of your job description as a quality director. This responsibility involves comprehending customer demands, identifying services that have the most growth potential, knowing the services that have the least profit, and identifying customers who will be your advocates.
Six principles underpin customer relations management (Thompson, n.d.). Research each of these principles and evaluate how they affect your role as the quality director when implemented.
QUESTION 2 [25 MARKS]
2.1 A quality management system is a set of policies, procedures and resources that are devised, implemented and constantly improved. The aim is to determine the customer’s needs, to allocate resources accordingly, and to control development processes to ensure high levels of product and or service quality.
Now that you have discussed the principles that underpin CRM, you need to consider the importance of implementing a quality management system for your organisation.
Identify and carefully discuss any three benefits of implementing a quality management system for your organisation.
2.2 If organisations understand and employ management models, standards and assessment tools, alongside quality concepts and tools, it can help them survive and flourish.
Now that you have identified and discussed the benefits of implementing a quality management system, you should have a clear idea and understanding of which theory or system would be effective to implement in your organisation.
Select any quality management theory or system discussed in your course material and critically assess its effectiveness when implemented in a manufacturing or retail business. (10)
QUESTION 3 [10 MARKS]
Handling complaints effectively as a director is an important part of quality assurance. Having a complaints procedure is important for you to be able to produce records for analysing possible service improvements.
Critically evaluate how you will assess customer complaints and decide on taking internal corrective action in order to improve quality and customer relations using the complaints procedure.
QUESTION 4 [35 MARKS]
Having a complaints procedure will guide your understanding in implementing a communication structure or plan. Your course material highlights that an internal communication plan can assist you in avoiding escalation and improving customer relationships.
One of the various reasons for having a communication plan is to assist in addressing your behaviour and being in control of and applying your emotional intelligence, so that you may assert yourself effectively and avoid unnecessary conflict.
As a manager, you will be confronted with difficult customers who may be angry or frustrated with their product, or the service they received from your organisation. You need to be able to manage these encounters effectively and de-escalate tension.
Research and discuss five methods you will implement and train your employees to use to improve quality when addressing difficult customers giving real-world examples of the methods’ effectiveness.
Answers to Above Questions on Customer Relationship Management
Expert Answer 1:
Customer relationship management plays a crucial role in allowing an organisation to manage its relationship with customers in a better way, and allowing it to exceed its customer satisfaction. Thompson (n.d.) has provided 6 important principles that guides an effective customer relationship management. These include customer value, customer satisfaction, customer retention, customer profitability, customer knowledge and customer experience. As a quality director, an analysis of each of these principles and the ways in which they would affect my role as a quality director are explained as follows:
1) Customer Value: Customer value is all about what customers value most in relation to product and services. As a quality director, customer value can be accomplished by collecting important information about customers by taking feedback from them about the factors that they value most like this speed, reliability or personalization.
2) Customer Satisfaction:
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