Table of Contents

1. Tutorial Video
2. Reading Materials
• ‘Why it pays to profile your customers’ webpage from the Marketing Donut website.
• ‘The customer service pocketbook’ by Tony Newby and Sean McManus, published by report by Management Pocketbooks.
• ‘Handling complaints’ webpage from the Institute of Customer Service website.
• ‘Using CRM to build customer relationships’ webpage from the Marketing Donut website.
• ‘Your data matters’ webpage from the Information Commissioner’s Office (ICO)
3. Presentation
4. Good Practice Example
• Click to watch ‘What is Customer Relationship Management’, this video was produced by ISM and looks at how CRM can integrate the marketing, sales and customer service of an organisation. Click to watch a video explaining how to store customer information. This video was produced by Expert Village and is called ‘Customer service basics: How to store customer information’.
• Click to watch ‘What is Customer Relationship Management’, this video was produced by ISM and looks at how CRM can integrate the marketing, sales and customer service of an organisation. Click to watch a video explaining how to store customer information. This video was produced by Expert Village and is called ‘Customer service basics: How to store customer information’.
5. Interactive Quiz
6. Evidence Opportunities
7. Extended Learning
• Click to read ‘How to use your customer data like amazon’ by Matt Wesson on the Pardot – Salesforce website.
• Click to read ‘Handling customer complaints: A best practice guide’ by professional services company i-Sight.
• Find and read chapter five ‘Complaints – a chance to shine’ in ‘Five star service: How to deliver exceptional customer service’ by Michael Heppell, published by Pearson Educational. N.B. You should be able to borrow this book from your local library.
• Find and read: ‘The CRM pocketbook’ by David Alexander and Charles Turner, 2nd edition 2013, published by Management Pocketbooks. N.B. You should be able to borrow this book from your local library.
8. Think And Challenge
• Click to read a case study about how EMERGE, a recycling collection company, implemented a CRM software to effectively manage customer data.
• • What affect did the system that EMERGE had before working with Malinko have on their office efficiency and customer service delivery?
  • Does your organisation have a system for managing customer information? If so, can you think of any improvements that could be made to it?
• It is rare that there is just one way to respond to a scenario or situation, so do not consider that the response you have chosen to this scenario will be judged as right or wrong. Share your scenario with a work colleague and ask them to tell you if they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your tutor.