Customer Relationship Management Semester 1, 2017/18 ICA 1:SERVICE ENCOUNTER JOURNAL 60 marks (20%) Objectives The objectives of this Service Encounter Journal are as follows:  To evaluate critical aspects of a distinct customer service encounter from the perspective of a customer.  To provide an in-depth understanding of the challenges inherent in managing and delivering quality services.  To promote a customer service-oriented mindset. Task 1. Customer Service Encounter a. You are required to documentanyONEof the following customer service experience for your journal: i. Good ServiceOR ii. Bad Service b. Provide a description of the service encounter. c. i. IF you are writing about a Good Service that has been rendered to you, provide FIVE reasons why do you think the company has provided you with the good service. For each of the reason, you are to research and support your discussion with at least one customer service concepts. ii. Since it is aGood Service encounter, you will need to rate on a scale of 1 to 7 (1 being extremely unlikely and 7 being extremely likely) on the likelihood of you going back to the company. Provide REASONS for your rating. Explain why you would or you would not recommend this service to your friends. d. i. IFyou are writing about a Bad Service that has been rendered to you, provide FIVE reasons why do you think the company has provided you with the bad service. For each of the reason, you are to research and support your discussion with at least one customer service concepts. ii. Since you are writing on a Bad Service encounter, recommend the important, strategic action steps that you think the management should take to close the service gap. Be specific in your recommendations and stay focused on the most important issues.   Please Note: You need to research and identifythe relevantcustomer service concepts from any customer service textbooks, online resourcesto support the service encounter you have described.Do not quote your source from lecture notes.Your explanations of the concepts should cover (not limited to): i. the explanations of the service concepts ii. the importance of the service concepts to the company and customers iii. how these concepts affect customer service iv. how they apply to your situation 2. Discussion and Analysis of CRM Effort Based on the company that you have selected, discuss yourviews on how successful or how unsuccessful the organisation has been in their overall Customer Relationship Management(CRM) effort in meeting customer’s needs. In your discussion, addressthe following aspects: i. Explain if the companyhas applied or did not apply each of the4Principles of CRM(refer to Lecture 1 and 2), ii. In your opinion, do you think the company will benefit from implementing a CRM system? Provide reason(s) to support your discussion (refer to Lecture 5) You may refer to your lecture notes to support your discussion and analysis of the organisation’s CRM effort. Word Limit: 1300 to 1500 words Submission of Journal: The journal is to be submitted to your tutor in Week7, commencing29 May 2017 in hardcopy as well as a softcopy submission in Blackboard. The grading criteria in evaluating your journal include your ability to:  provide good depth in your diagnosis of the service problems  relate and apply suitable customer service concepts in your analysis of the concepts to support the service encounter described  support ratings ormake strategic recommendationsto bridge the service gap  provide good depth and insights in applying the CRM principles and benefits in assessing the success or inadequacy of the organisation’s overall CRM effort  writing skills Soft copy submission instructions on Blackboard: 1) Please submit a soft copy in MS Word to Turnitin in Blackboard (ICA1 Submission) in Week 7, commencing 29 May 2017. All submissions will be checked for originality. 2) Before submitting, please ensure that you have not copied: • Entire sentences or paragraphs without proper acknowledgement • The work of other students or groups 3) An acceptable Turnitin similarity score should be 25% or less. Any student found to have committed plagiarism will be awarded 0 marks for the ICA. Hard copy submission instructions: Please attach the MARKINGSHEET on the FRONT PAGE of yourservice journal.   Customer Relationship Management Semester 1, 2017/18 ICA 1:SERVICE ENCOUNTER JOURNAL (20%) Name : _________________________________ Admin Number: __________________________ Class : __________________________________ Marking Criteria ServiceEncounter Journal DETAILS ALLOCATION OF MARKS Description of Encounter 5 Application of 5 concepts 35 Rating and Reasons / Recommendations 5 Discussion of CRM Effort: a) 4 Principles of CRM b)Implementation of CRM System 5 5 Quality of Writing 5 Total Mark 60   What is plagiarism and how can you avoid it? Plagiarism is the intentional use of someone else’s ideas, words or concepts in your assignment work. It is considered serious misconduct. The BEST way to avoid being accused of plagiarism is to acknowledge the resources upon which you have based your ideas. You MUST credit all the sources of your information to acknowledge the resources upon which you have based your ideas and to avoid being accused of plagiarism. Plagiarism is considered a serious misconduct and will be dealt in accordance with School Remember: If no example can be located for the resource you intend to use, be guided by the principles of author-date referencing as follows:  author and date  title  publisher  city where published. If it is an electronic resource, include:  author and date  title  date viewed  URL address or name of database.   The quick guide to referencing (http://www.library.uow.edu.au/content/groups/public/@web/@health/documents/doc/uow025425.pdf) Robert Harris designed this simple flowchart to assist students to cite their research properly. Other documents on the World Wide Web (WWW) Reference: Central Queensland University (CQU) 2007, Harvard Referencing Guide, Rockhampton, http://www.library.uow.edu.au/content/groups/public/@web/@health/documents/doc/uow025425.pdf Commonwealth of Australia 2002, Style manual for authors, editors and printers, 6th edn, rev. by Snooks & Co., John Wiley & Sons Australia, Brisbane. - End -