UC Week 11 Minitrex and its Customer Relationship Management Case Study

Read the CRM at Minitrex Case Study on pages 243-245 in the textbook.

Answer the Discussion Questions at the end of the Case Study.

Be sure to use the UC Library for scholarly research. Google Scholar is also a great source for research. Please be sure that journal articles are peer-reviewed and are published within the last five years.

The paper should meet the following requirements:

3-5 pages in length (not including title page or references)

APA guidelines must be followed. The paper must include a cover page, an introduction, a body with fully developed content, and a conclusion.

A minimum of five peer-reviewed journal articles.

The writing should be clear and concise. Headings should be used to transition thoughts. Don’t forget that the grade also includes the quality of writing.

Discussion Questions

1. Explain how it is possible for someone at Minitrex to call a customer and not know

(a) that this is a customer and (b) that this is the third time this week that they had

been called.

2. Outline the steps that Bettman must take in order to implement CRM at Minitrex. In

your plan be sure to include people, processes, and technology.