Assignment # 1: MGMT 5004 Customer relationship

Management (CRM)
[15% of your final course mark]
Deliverables and Due Dates:

Presentation slides submitted:

10th
Presentation Delivery (5%):
17th if needed)
Report Submission (10%):

Before 1:30pm Friday June

In-Class Friday, June 10th (and
Before 1:30pm Friday, June 17th

Please Note:
- Each team member is expected to fully participate and contribute to
all aspects of the Assignment.
o Allocation of marks within a team will be based on a team Peer
Evaluation Process.
o All team members are expected to fully participate in the teams live
presentation, and to be present to hear all other Team presentations.
Please note that lack of participation or attendance can result in
significant mark deductions.
- Each team is to develop a plan to plan at the outset of the
Assignment and a project charter
- We will include regular opportunities in our weekly classes for each
team to work on this Assignment so that we can share viewpoints,
ask questions and receive instructor input.
Learning Objectives:
1. Students will learn about some of the main CRM systems available
in todays B2B and B2C contexts. This will involve analyzing and
evaluating vendors of these systems as well as their prime B2B and B2C
customers.
2. Identify research sources, databases, online resources and social
media that can be used to track the value, quality of CRM systems
and the CRM industry
o Key chapters in the textbook that relate to this Assignment are
chapters 1-7

3. Students will research and present the main Features and Benefits
of specific systems as they apply to businesses that use them, and
their customers.
4. Students will compare and contrast various CRM systems in terms of
key success ingredients, challenges, best practices and weaknesses.
5. Students will identify potential enhancements to these existing CRM
systems that could in the future make them more beneficial to a
business, and provide opportunities for entrepreneurs to invent new
CRM approaches and systems.
Each written Team report must:
1. Include a title page with all group member names, and the subject
title of the report
2. Include a one-page summary which briefly describes the key points
of the project and your summary conclusions.
3. Describe the vendor and CRM product notably their respective
Business Model and Market Position how and where do they
compete?
a. As part of your research, you will need to contact and interview the
CRM vendor, either by phone or in person, to help you fully understand
the vendor and CRM product.
4. Compare and contrast your teams CRM system in terms of key
success ingredients, challenges, best practices and weaknesses.
a. Select and apply an evaluative framework with success
criteria, supported by examples.
b. Describe how your team analyzed and evaluated your assigned
CRM with respect to B2B and B2C contexts of the vendors of
the systems, as well as their primary B2B and B2C customers.
5. Summarize the system and technology model of your assigned CRM
system.
6. Summarize and discuss the main Features and Benefits your groups
assigned CRM system as they apply to businesses that use them,
and to the customers of those businesses, for both a B2C and B2B
perspective.
7. Identify and discuss at least two (2) businesses that use your
assigned CRM system. This will require allocating time to contact and
research these businesses.
i. Describe the business that each CRM user is in
ii. Describe how/where they are using the CRM system, and
for how long
2

iii. Summarize their experience with it specifically

1. Their adoption/integration experience and time
taken,
2. Comments on performance strengths and
challenges/difficulties adopting and using the
system
3. How could the system be improved, from their
perspective.
8. Summarize the vendors pricing model/approach
9. Identify the vendors main competitors in the CRM marketplace, and
respective strengths and weakness in comparison.
10.
Identify databases, research sources, online resources and
social media that can be used to track the value and quality of CRM
systems and the CRM industry.
11.
Identify some potential modifications to your groups CRM
systems that could in the future
a. Make them more beneficial to a business
b. Provide opportunities for entrepreneurs to invent new CRM systems

Each Presentation will:

Be a formal business-like interactive presentation that creates

learning opportunities for all and adds value to our knowledge of
the major CRM systems.
o It must not be just a reading aloud of your prepared PowerPoint
slides, but an event that actually engages your classmates.
o Be prepared to accept and answer questions from the class during
and after the presentation
o See the posted tips on How to Delivery a Good Presentation within
the assignment area. Pay attention to slide design and presentation
delivery tips.
o Dress in appropriate business attire
o Offer the class copies of the presentation either at the beginning or
the conclusion of your presentation
Use PowerPoint slides as the basis of the key points of your
presentation, but add energy by including handouts and
prompting your classmates for discussion.
Be designed to be a 15 minute presentation duration, with:
o A maximum of 20 slides (or less) including title and
references slides
o Extra time will be allowed if needed to accommodate
discussions and questions during or after the presentation
At the beginning or during the presentation, Present two
questions to the class for discussion, through which your
presentation team can guide the classs learning about your
assigned CRM system
Required presentation slide topics must include:
o Title/agenda slide
o CRM Vendor description and history
o The CRM products history, description, how and where it is
used/marketed
o Summary of CRM features and benefits
o The vendor and CRM products market position and
comparison to main competitors
o Summary of the CRM key success ingredients, challenges,
best practices and weaknesses.
o Summary experience/comments from two (2) businesses
that use the CRM system
o Summary of your teams evaluation of the CRM system, with
current and future market strength or weakness
4

o Cite your primary sources either in a bibliography or in the

Notes format for your PowerPoint slides to assist in follow
ups or more research and discussion by the class

CRM Systems to be researched and presented:

CRM System

TEAM#

Oracle CRM

TEAM 1

Salesforce.com CRM

TEAM 2

On Contact CRM

TEAM 3

ACT!

CRM

TEAM 4

ACT-ON CRM

TEAM 5

NETSUITE

TEAM 6

C2CRM

TEAM 7

Microsoft Dynamics
CRM
Aptean Pivotal CRM

TEAM 8
TEAM 9

SAP CRM

TEAM 10

Evaluation Rubric: Assignment #1

Level 4 = A (85-100); Level 3 = B (70 84) Level 2 = C (60 69) Level 1 = F (<60)
1. PRESENTATION 30%
LEVEL 4
Delivery and
Enthusiasm

LEVEL 3

Very clear and

concise flow of ideas.
Demonstrates
passionate interest in
the topic and
engagement with the
class.

Clear flow of ideas

Visuals

Visuals augmented
and extended
comprehension of the
issues in unique
ways

Involvement of the
class:
-Questions
-Generating
discussion

LEVEL 2

LEVEL 1

Most ideas flow but

focus is lost at times

Hard to follow the

flow of ideas.

Limited evidence of
interest in and
engagement with the
topic

Lack of enthusiasm
and interest.

Use of visuals related

to the material

Limited use of visuals

loosely related to the
material

No use of visuals.

Excellent and salient

discussion points that
elucidated material to
develop deep
understanding

Questions and
discussion addressed
important information
that developed
understanding

Questions and
discussion addressed
surface features of
the topic

Little or no attempt
to engage the class
in learning

Excellent response to
student comments
and discussion with
appropriate content
supported by
theory/research

Good response to
class questions and
discussion with some
connection made to
theory/research

Satisfactory response
to class questions
and discussion with
limited reference to
theory and research

Limited response to
questions and
discussion with no
reference to
theory/research

Demonstrates
interest in topic and
engagement with the
class.

-Activities
Response to Class
and Instructor
Queries

2. CONTENT (applies to Presentation plus Final Revisions + Written Report on Colloquium) 70%
LEVEL 4

LEVEL 3

LEVEL 2

LEVEL 1

Identifies
Issues/Problems

Demonstrates a clear
and deep understanding
of issues/problems in
the company.

Demonstrates
understanding of
issues/problems in
the company.

Demonstrates
limited/surface
understanding of
issues/problems in
the company.

Demonstrates
superficial
understanding of
issues/problems in
the company.

Analysis of the
Issues

Insightful and thorough

analysis of all the issues

Thorough analysis
of most of the issues

Superficial analysis
of some of the
issues in the case

Incomplete
analysis of the
issues

Connections:
Theory and
Practice

Makes appropriate,
insightful and powerful
connections between
the issue/problem and
course theory.

Makes appropriate
and insightful
connections
between the issue/
problem and course
theory.

Makes somewhat
vague connections
between the
issue/problem and
course theory.

Makes little or no
connection
between the
issue/problem and
course theory.

Presents effective
alternatives,
solutions &
strategies

Well documented,
reasoned and
appropriate comments
on solutions, or
proposals for solutions,
to all issues raised in the
analysis

Appropriate, well
thought out comments
about solutions, or
proposals for
solutions, to most of
the issues raised in the
analysis

Superficial and/or
inappropriate
solutions to some of
the issues raised in
the analysis

Little or no action
suggested, and/or
inappropriate
solutions to all of
the issues raised
in the analysis

Recommendations

Makes realistic,
appropriate and
insightful
recommendations
clearly supported by the
information presented

Makes realistic and

appropriate
recommendations
supported by the
information presented

Makes
recommendations
some of which are
supported by the
information
presented

Makes
recommendations
with limited
support from the
information
presented

Writing Skills

Writing is totally free of

grammar and spelling
errors.

There are occasional

spelling errors.

There are more than

occasional spelling
errors.

Spelling errors are

frequent

Referenced/Cited
Sources

Clear and concise

presentation of ideas.

Clear presentation of
ideas

Accurately and precisely

provides documentation
of sources in APA style

Accurately provides
documentation of
sources in APA style

Most ideas are

presented clearly.
Provides
documentation of
sources but not in
APA style

Hard to follow the

ideas.
Does not provide
sources where
required. This
paper receives a
mark of zero.