Customer Relationship Management

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NMIMS Global Access: Customer Relationship Management

School for Continuing Education (NGA-SCE)

Course: Customer Relationship Management

Internal Assignment Applicable for June 2023 Examination

Assignment Marks: 30


  • All Questions carry equal marks.
  • All Questions are compulsory
  • All answers to be explained in not more than 1000 words for question 1 and 2 and for question 3 in not more than 500 words for each subsection. Use relevant examples, illustrations as far as possible.
  • All answers to be written individually. Discussion and group work is not advisable.
  • Students are free to refer to any books/reference material/website/internet for attempting their assignments, but are not allowed to copy the matter as it is from the source of reference.
  • Students should write the assignment in their own words. Copying of assignments from other students is not allowed
  • Students should follow the following parameter for answering the assignment questions

For Theoretical Answer

Assessment Parameter Weightage
Introduction 20%
Concepts and Application 60%
related to the question
Conclusion 20%

For Numerical Answer

Assessment Parameter Weightage
Understanding and usage 20%
of the formula
Procedure / Steps 60%
Correct Answer & 20%
  1. You already have CRM software installed in your company and that is providing support to your existing CRM practices. However, your bigger worry is that there is a lot of technological development that is happening in the CRM market, which you need to integrate at your workplace. How do you ensure that there is a


NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Customer Relationship Management

Internal Assignment Applicable for June 2023 Examination

systematic integration between the future of CRM, best practices and internal systems and processes? (10 Marks)

  1. Your company manufactures air conditioners. You have products both for industrial markets, as well as consumer markets. However, this industry thrives on season and with plenty of players in the market, CRM really does not work is what the management thinks. Being the head of sales and marketing you feel differently and you understand that without CRM practices you would not even have a chance to forge a strong relationship in a highly fragmented marketplace. You have a meeting with the top leadership next week. Prepare a case favouring CRM?

(10 Marks)

  1. Ravi has started his own coaching centre for competitive exam preparations. Although he is hiring the best and the most competent people, with the best salary, he is not able to compete with the other players. The market is mostly unregulated with a large proportion of students visiting private coaching. Apart from that, the bigger players can scale easily. You feel that for your growth you need to approach a reference-based mechanism. More the references there is a higher chance that new students would enrol.
  2. How will you create a system to build this? How will design the reward

system? (5 marks)

  1. What will be your evaluation criteria to measure the success of this initiative?

(5 marks)



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