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There are five mini-projects in the Customer Relationship Management (CRM) part of this course. Each of these deal with some element of what makes excellent customer service. Through this project, you will learn the importance of developing lifelong customers using CRM. You will be required to form groups and use a great deal of creativity and initiative to fulfill the requirements of the project. Good Luck!

Project 1: What is Excellent Customer Service - Training Session

Project Instructions for Group A

Objective 1. To present to the class an overview of what Excellent Customer Service involves in relation to face-to-face interactions.
2. This may include Government, Retail, Hospitality, etc anywhere that face-to-face customer service is required.
3. You should also consider the various issues raised by the multicultural nature of the UAE in terms of both customers and employees.
Method 1. There is great scope for creative approaches to this session. You will need to research what excellent or best practice customer service is, and then select one or two focus areas for your training session.
2. You should also cover the issue of why excellent customer service is important in terms of the lifetime value of a customer. (Research this).
3. You should consider the difference between customer service in a monopoly situation and a competitive situation, and what costs are involved in maintaining excellent customer service.
4. It is expected that you will begin with a short presentation of around 5 minutes, followed by an activity which involves all class members. Discuss your plans with your instructor.
5. You need to allow enough time to summarise the session and to allow for questions, from the participants and your instructors.

Project 2: Recruitment and Selection - Training Session

Project Instructions for Group B

Objective 1. To present to the class an overview of Recruitment and Selection procedures appropriate for employing excellent Customer Service staff.
2. You will aim to train the class members in selected techniques.
Method 1. Customer Service Staff require specific personal attributes in addition to content knowledge and technical skills.  You should research which skills and attributes are required, uncover some of the difficulties faced by Customer Service or Call Centre staff and Management, and look at various approaches to dealing with these difficulties.
2. You should develop a skills and attributes profile of the ideal candidate for a specific call-centre position, and develop a selection process to identify and select agents.
3. Your research should show you that there are a number of alternatives to a face-to-face interview for selecting customer service staff or call center agents.
4. It may be useful to interview people who recruit customer service/ call center staff to find out how they do it.
5. In your Training Session you should transfer your knowledge of these techniques to the class.  It is likely, (but not essential) that you will use Role Play in your Training Session.
6. There is some flexibility allowed in your approach to the training session.  You should discuss your presentation plans with your instructor early.
7. It is expected that you will begin with a short presentation of around 5 minutes, followed by an activity which involves all class members.
8. You need to allow enough time to summarise the session and to allow for questions from the class and your instructors.

Project 3: Managing Difficult Customers - Training Session

Project Instructions for Group C

Objective 1. To present to the class a training session on specific approaches to dealing with difficult customers, whether they are on the telephone or face-to-face
Method 1. This training session should equip all participants with some specific skills which can be used either in their own business or their workplace, to deal with problem customer situations of various types, in a way that will result in an increase in customer satisfaction.
2. This is an opportunity to be very creative, take a “fun” approach, but you must ensure that the class has learnt the skills you intended to teach them.
3. You should deal with the following issues:

How would you deal with a customer who is angry, or unclear, or taking a long time to get to the point, or has language/communication difficulties

How can you use open/ closed / leading questions in a situation like this.

How can you “defuse” the situationHow can technology help avoid to resolve the problem, or eliminate the problem occurring in future
4. There is some flexibility allowed in your approach to the training session.  You should discuss your presentation plans with your instructor early.
5. It is expected that you will begin with a short presentation of around 5 minutes, followed by an activity which involves all class members.
6. You need to allow enough time to summarise the session and to allow for questions, from the participants and your instructors. 

Project 4: Communication Skills – Multi-Language Situation

Project Instructions for Group D

Objective 1. To present to the class a training session on communication issues, with specific relevance to the multi-language nature of the UAE society.
Method 1. This training session should equip all participants with some specific skills which can be used either in their own business or their workplace, to deal with problem customer situations of various types, in a way that will result in an increase in customer satisfaction.
2. This is an opportunity to be very creative, take a “fun” approach, but you must ensure that the class has learnt the skills you intended to teach them.
3. You should deal with the following issues:

How would you deal with a customer who has language/communication difficulties

What sort of personal skills are required when speaking with someone whose first language is not the same as yours

What techniques can aid the communication, face to face, or on the telephone

How can technology help avoid to resolve the problem, or eliminate the problem occurring in future
4. There is some flexibility allowed in your approach to the training session.  You should discuss your presentation plans with your instructor early.
5. It is expected that you will begin with a short presentation of around 5 minutes, followed by an activity which involves all class members.
6. You need to allow enough time to summarise the session and to allow for questions, from the participants and your instructors. 

Project 5: Call Centres - Training Session 

Project Instructions for Group E

Objective 1. To gain an overview of the role of Call Centres and the specific skills that Call Centre staff require. You should also cover the various types of technologies that are used to provide customer service and how effective they are – positives and negatives for the customer.
Method 1. There is great scope for creative approaches to this session.  You will need to research what excellent or best practice customer service is, and then select one or two focus areas for your training session.  You may also consider that your session is best handled off campus.  If you decide to do that you will not need to conform to the 45 minute time limit.
2. Remember, you will be assessed by the other students , so if you choose to run something off campus, it needs to provide a worthwhile learning experience.
3. You should cover:

The role of a Call Centre as part of Customer Relationship Management

How they are structured and operated

How technology is used to enhance the customer relationship

What skills and personal attributes are required in Call Centre staff

Processes for managing difficult customer problems
4. It is expected that you will begin with a presentation of around 10-20 minutes, followed by an activity which involves all class members.
5. You need to allow enough time to summarise the session and to allow for questions from the class and your instructors.

Instructions

1. Your instructor will assign you to a topic.Since this is a group topic, meet with your group to discuss what you need to do.
2. Research your topic and understand it like an EXPERT.
3. Schedule and deliver your training. The total presentation time will be 45 minutes per group. All students are required to participate equally within groups although team members who take leadership roles or do a majority of work will be awarded higher grades than the rest of the team!

Time Frame

This project will be 5 weeks long. It will start on Week 6 of the semester and will end on Week 10.

Presentations will start during Week 10.

Deliverables

Resources

Assessment

Issues within your teams must be identified and resolved early. Address any problems within teams early and NOT at the end of the project !!

This project will have the following assessments:

1. The project is worth 20% of the total marks for the course.
2. Lesson plan of what each group will cover during the training including a list of activities. (5% of project marks)
3. PowerPoint presentation of lesson. (10% of project marks)
4. Research Findings report. This is a group report of at least 500 words. (5% of project marks)
5. Training session. Group work. (80% of project marks)

This project will be marked in the following manner:

Grade

Assessment

A

Training has all of the required elements – training was fun with excellent activities, started on time, kept the attention of every student. Individual students were well prepared and knew their material. It should look like you spent a great deal of time in preparing/delivering your training.

Lesson plan was delivered on time and shows creativity and expertise.

B

Training has all of the required elements but training is weak. Activities are not interesting or well thought out. Trainers cannot demonstrate expertise in their subject matter. Presentations that do not meet the 10 minute criteria for speaking time will only be eligible for a "B" as the highest grade!

Lesson plan was delivered on time but lacks creativity and expertise.

C

Training lacks a few of the required elements but it looks like some effort has been made. Trainers are not well-prepared and cannot demonstrate expertise.

Lesson plan was not delivered on time and lacks creativity and completeness.

Some deadlines have not been met and group/individual makes excuses for why their work is not better.

D

Training lacks a few of the required elements and it looks like little effort has been made. Trainers are not well-prepared and do not show expertise. Lesson plan is not complete.

Group/Individual makes excuses for why their work is not better.

F

Training does not meet criteria or student was absent. Lesson plan also does not meet criteria and/or was not submitted.