Module Details

Module Code: MGMT7079
Title: Customer Service & Management
Long Title: Customer Service & Management
NFQ Level: Intermediate
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 3 programme(s)
Module Description: This module identifies Customer Service & Management as key organisational activities aimed at delivering value to customers at a profit.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Outline the role of customer service in achieving organisational effectiveness.
LO2 Evaluate how managing the customer relationship creates value for organisations and customers.
LO3 Critically discuss how customer service and management techniques enhance the achievement of business goals throughout the customer life cycle.
LO4 Organise and interpret customer information in a chosen CRM commercial software package and other analytical tools.
LO5 Evaluate the suitability of CRM strategies in varying organisational settings.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Introduction to Customer Service and Management
Customer service and customer expectations. The benefits of developing a customer focused organisational culture. The internal customer. Methods of implementing customer service strategy.Training and development for customer service. Complaint management.Dealing with Difference. Quality service policy and practice.
Customer Relationship Management (CRM)
History of CRM. Role of CRM in relationship marketing.Customer profiles and life cycles. Operational and analytical CRM. Benefits of CRM. Strategies for growing customer value. Prospecting. Internal marketing and empowerment. The service-profit chain.
Strategies for Customer Service and Management
Strategies for customer acquisition, retention and development. Managing supplier, investor and employee relationships. Multiple levels of CRM strategy. Customer relationship management information systems. Service automation and changes in customer buying behaviour. Challenges to implementing and maintaining effective customer service and management strategies.
Impact of Technology
Changing nature of customer communication, data collection and management. Impact of social media.Customer-related databases. Privacy considerations. Benefits of marketing automation strategies. Using salesforce automation to keep track of relationships. The use of Pivot tables to analyse customer opportunities and trends.
Evaluation of CRM
Defining and quantifying business goals. Evaluating impact of CRM strategies on business performance, user adoption and customer perception. Measures for analysing changes in customer knowledge, customer interaction and customer value.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Presentation % of Total Mark 25
Timing Week 5 Learning Outcomes 1,2,3,5
Assessment Description
Evaluation of a customer service experience
Assessment Type Written Report % of Total Mark 40
Timing Week 9 Learning Outcomes 1,2,3,5
Assessment Description
Assessing a customer relationship management strategy of a chosen organisation
Assessment Type Practical/Skills Evaluation % of Total Mark 35
Timing Week 12 Learning Outcomes 4,5
Assessment Description
Lab-based examination requiring students to use Salesforce and Microsoft Excel applications.
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Principles of Customer Service & Management Every Week 2.00 2
Lab Contact Sales force automation CRM systems and the use of Microsoft Excel (Pivot Tables) Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Study course material, prepare course work and practise skills. Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Principles of Customer Service & Management Every Week 2.00 2
Lab Contact Sales force automation CRM systems and the use of Microsoft Excel (Pivot Tables) Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Study course material, prepare course work and practise skills. Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • Buttle, F. & Macklan, S.. (2015), Customer Relationship Management: Concepts & Technologies, (3rd Edition). Routledge, p.426, [ISBN: 978-113878983].
  • Lucas, R.W.. (2015), Customer Skills for Success, (6th edition). Mc.Graw-Hill, [ISBN: 0073545465].
Supplementary Book Resources
  • Twomey, S.. (2012), Customer Service in Ireland, (3rd Edition). Gill & Macmillan, [ISBN: 9780717152605].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBUSS_7 Bachelor of Business 4 Group Elective 2
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 4 Mandatory
CR_BBUSS_6 Higher Certificate in Business 4 Elective