After investigating the 3 types of CRM and how they relate to customer relationships and value.
In this assignment, you will focus on the exciting developments of marketing automation, sales force
automation, and surveys service automation.
1. Review the Assignment Deliverables section below. You will need this information to select an
appropriate company from the Case Report Resources below, or the Internet.
2. Choose a company from the Case Report Resources, or the Internet that is appropriate for the
assignment deliverables. Not all cases may provide all the explicit details you are seeking; you may need
to assume information. Please make a note in your assignment indicating the assumed information.
3. Imagine you are an IS or IT manager for the company you chose. Write a 800- to 1,050-word APA
formatted Microsoft® Word® case report that includes the requirements listed under Assignment
Include the following:
o Describe what the case is about, provide the important elements of the history of the situation, and
specify the key problem or issue of the case (e.g. what decision has to be made by which manager). This
is your introduction.
o Examine how the company used the practice of operational CRM to customer-facing processes of
marketing automation, sales force automation, and surveys service automation.
o Analyze how the CRM helped or can help the company with the following:
o Marketing automation
o Sales force automation
o Survey service automation
o Include the most important information from the case in your conclusion.
o Include a reference to the case, and cite the reference in APA format.
Provide proper references and citations for all resources used in your material.
Please note that I do not consider simply parroting back material to be acceptable – you will need to
provide your material in your own words and discuss or describe how any external material you
provide relates to the assignment, and please make sure you appropriately quote and paraphrase any
material you use and do not plagiarize.
Case Report Resources
Case Report Resources are success stories that customer companies have had with 3 popular CRM
o Dynamics® 365 from Microsoft®
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