Creating a Customer Relationship Management Plan

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A spa-centered hotel chain International Waters, Inc. (IW) has been in business for two years now. Their mission is to provide a stress-free stay for guests where relaxation is a priority. They primarily are located on the east and west coasts of the U.S. as well as the west coast of Mexico, and all their properties contain water features and spas. IW especially caters to the business customer and stressed out adults who need time away to relax and recuperate. The problem that has surfaced from their analysis of the CSR database and various customer surveys is that they cannot seem to establish a long-term connection to their customers, so few return. The CEO wants to address the problem and has tasked the marketing director (your role) with providing a customer relationship management plan.

Instructions: Analyze the scenario and the data provided to create your CRM to address the problems you identify in the template provided.

Checklist: Create a CRM Plan addressing the following:

Write a synopsis of the problems.
State the SMART goals to resolve the problems.
Describe alignment of mission to market and branding.
Outline training of staff.
Explain how you will create brand awareness.
Provide opportunities for product testing.
Identify customer touch points and explain how addressed.
Describe promotion of IW to create brand loyalty.
Explain how you will create value for customers from their point of view.
Provide a follow-up and summary of your plan.

Sample Solution

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Data encryption Case Study

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Locate a current case study relevant to data encryption from an authoritative source. You might consider cases related to the following:

online shopping
banking
electronic health records
Briefly summarize the case; apply the course materials and at least 3 sources from your independent research to discuss it in depth. Depending on the case, your discussion may include but is not limited to:

Analysis and evaluation of the principles applied in the case
Evaluation of resolution(s)
Proposal of alternate solutions with a clear and logical rationale
Comparisons to other examples or cases

Sample Solution

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FACEBOOK COMPANY

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You will be creating a framework analysis of your chosen company. Research the information security framework utilized by the company, if it has one. Determine how the information security program is mapped to the framework. If the company does not have a framework, find the appropriate framework and map the information security program (ISP) to it. Submit your framework analysis.

Sample Solution

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“Do Cell Phones Cause Cancer?”

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You will be creating one paragraph in which you respond to a question with evidence and practice writing in the third-person
perspective. See the attached document for complete instructions and grading rubric. The reading associated with the paragraph is Chapter 37.2:
Reynard Loki, “Do Cell Phones Cause Cancer?” which starts on page 600 in Writing Today, accessible through the eBook link on the Course
Information page.

Sample Solution

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