A 30 pages PPT(including comments showing what to say during the presentation) for 30 minutes presentation and Project Proposal.
This presentation must include:
a) Project Statement and Objective
b) CRM problem that you will solve
c) Proposed solution/technology that will be implemented
d) Who is your Customer
e) Potential obstacles to overcome
f)
Metrics:
how will you measure success
I already wrote 5 memos addressing these 5 aspects. I will attach them in case you need but you do not have to follow them exactly.
The presentation will be a summary of the topic questions addressed in the weekly memos (Which I attached in the files).
The project proposal will follow this template:
Project Statement and Objective:
Articulate and define your objectives; briefly describe what you will accomplish if your proposal is selected by your Company’s Senior Management team. Describe the system in your own words. List some of the issues your company will resolve using the CRM system.
Problem(s) to solve:
If the system is being recommended, then list the specific business problem(s) that it will resolve. Try to restrict the problem(s) to 2-3 specific areas in order to gather the research material. If you feel that you can identify a problem related to other long-term Company objectives, then go for it. Just ensure that you identify how CRM principles will benefit that organization.
Solution/Technology:
List your initial thoughts regarding the solution(s). Is it software, hardware, process improvement or all combined? What is the technology currently used by your company or what should they use? In some situations, this section might need to be completed later, unless you have all of the details.
The Customer:
Give some ideas of the type of customer your solution(s) will target. State why and how the customer might be affected by your solution.
Research:
At a high level, list those areas that you feel your research will cover: marketing technologies, hardware, process improvement, etc.
Obstacles:
List your thoughts regarding problems/issues that you may encounter as you research your solution and how you are going to resolve them.
Metrics:
How are you going to measure the success of your solution(s)?
General requirements that should be considered:
Formulate a solution based on your understanding of the problem at hand. The solution can be software-based, additional hardware, restructuring of business processes, training or anything that we will cover in this course. From your research, work experience, other classes, or training seminars, if the solution is software or hardware-based, what will it be? Address the benefits to the company. While we are not interested in software or hardware functionality in this course, feel free to briefly list the features to make your case to senior management. Discuss steps to roll-out the solution (think in terms of a project plan). Who should sponsor the project and why? How will you “market” the new solution to your organization? How will you measure customer satisfaction? What metrics should be used? Access the risks associated with introducing the new solution or those issues that emerged if you implemented a solution. What is the cost estimate for implementing your solution? Estimate!!
The easiest and most straight forward way is to see if the usage of Uber increases after applying these solutions.
If the usage increase, Uber should also build a mathematical model to see if the increase of usage would lead to an increase of profit and market share.
How has the company failed to develop a CRM strategy or technology?
1. Uber’s CRM based completely on the money they gave. Used to give customers a lot of good deals and start to charge more and more fees and providing worse services as its financial situation worsen
2. Uber’s public image became bad because of things such as price discrimination, refusing to take care of the drivers as employees, and sex harassment scandals.
Develop a list of items that your CRM recommendation will resolve.
1. Start to present itself as a car service company instead of a ride-sharing platform—— ask customers to rate the Uber as a company, not to rate drivers
2. Set a standard for Uber eats delivering partners. Put more responsibility on delivering partners as they did to the drivers.
3. Stop price discrimination
4. Spend more money in PR
Give some idea(s) of the type of Customer your CRM Case Study will target.
State why and how the Customer might be affected by your solution.
My case study will mainly target customers who value the quality of service, consistency of cost and convenience. Those users should be those who are willing to spend money on services that worth it, but also price sensitive if they are overpaying. I will focus more on Uber Eats users more than the Uber ride users.
My solutions will make users happier and trust Uber better, and therefore less likely to switch to other service providers.
List of Business problems that your thesis proposal will solve
1. Gradually lowering quality of service
1. Long time users tend to switch to other riding sharing platforms due to the price discrimination
Restrict your research to 2 – 3 specific problem
1. Is price discrimination necessary?
2. Will having higher standard of service raise the cost to a level that the Uber cannot take.
3. If these cannot be changed, how should Uber deal with losing customers due to these reasons
Identify how principles will benefit this organization
I need further research on this question
The goal is to enhance the user experience without lowering the profit and increasing the cost.
Obstacles for Uber to improve its CRM
The main obstacle is the cost. To enhance customer experience and service quality, Uber obviously needs to pay more incentive to the drivers. However, Uber has never made any profit ever since it started and increasing incentives will even worsen Uber’s financial situation. Another obstacle is that, though people hate the price discrimination of Uber, it is an important tool to allow Uber to get more clients and more profit. If Uber has a fixed rate, it will be not affordable for some clients and not profitable enough for some other clients. Therefore Uber will loss a big part of profit and marketshare. |