Customer Relationship Management

This Competency Assessment assesses the following outcomes:MT450M5-5: Create a Customer Relationship Management Plan.GEL-8.03: Apply Critical thinking to formulate a logical solution to a problem.A spa-centered hotel chain, International Waters, Inc. (IW), has been in business for 2 years now. Their mission is to provide a stress-free stay for guests where relaxation is a priority. They primarily are located on the West Coast of the U.S. and the east and west coasts of Mexico, and all their properties contain water features and spas. IW especially caters to the business customer who needs time away to relax and recuperate. The problem that has surfaced from their analysis of the CSR database and various customer surveys is that they cannot seem to establish a long-term connection to their customers, so few return. The CEO wants to address the problem and has tasked the marketing director (your role) with providing a Customer Relationship Management Plan.Access some IW customer survey feedback recently obtained.Access the IW Customer Relationship Management (CRM) Plan templateInstructions: Analyze the scenario and the data provided to create your CRM to address the problems you identify in the template provided.Checklist: Create a CRM Plan addressing the following:Write a synopsis of the problems.State the SMART goals to resolve the problems.Describe alignment of mission to market and branding.Outline training of staff.Explain how you will create brand awareness.Provide opportunities for product testingIdentify customer touch points and explain how addressed.Describe promotion of IW to create brand loyalty.Explain how you will create value for customers from their point of view.Provide a follow-up and summary of your plan.Respond in a minimum of 2–3 pages (600–800 words) in the template using APA format and citation style.If work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned without being scored.Minimum Submission RequirementsRespond to all the checklist items in a thorough manner.Submit your response using correct English grammar and spelling.All competency criteria must be met to earn a B grade and pass this Course Outcome.
A predefined number of mastery criteria must be met to earn an A grade, indicating mastery of
the Course Outcome. See the CLA and Grade Criteria Chart below.
*If work submitted for this Competency Assessment does not meet the minimum
submission requirements, it will be returned without being scored.
MT450M5 Competency Assessment Criteria MET NOT YET

Criteria 1: Writes a synopsis of the problems.
Criteria 2: States the SMART goals to resolve the problems.
Criteria 3: Describes alignment of the mission to the market and
Criteria 4: Outlines the training of staff in the CRM.
Criteria 5: Explains how to create brand awareness.
Criteria 6: Describes how and what opportunities there will be for
product testing.
Criteria 7: Identifies customer touch points and explains how these are
Criteria 8: Describes the promotion of the company to create brand
Criteria 9: Explains how to create value for customers from their point
of view.
Describes how to create a personalized experience for the customer
for this company.

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MT450M5 Competency Assessment Criteria MET NOT YET

Criteria 10: Provides a follow-up and summary of the plan.

Total Competency Criteria:
Total Mastery Criteria:

CLA and Grade Criteria Chart

Score Grade Points

Meets all 10 competency criteria and 1 of mastery
criteria 5 A 1000
Meets all 10 competency criteria and 0 of mastery
criteria 4 B 850
Meets 7–9 of competency criteria 3 Not Yet
Competent* 0
Meets 5–6 of competency criteria 2 Not Yet
Competent* 0
Meets 1–4 of competency criteria 1 Not Yet
Competent* 0
Meets 0 competency criteria 0 Not Yet
Competent* 0
No submission NA Not Yet
Competent* 0

*Not Yet Competent grades convert to an F at term end

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