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Background
Students will individually write and submit a research project featuring an in-depth analysis of the customer
services of a selected organization, e.g., a corporation, company, firm or association (ideally, an organization
which you have some interest in joining). This project will incorporate important concepts and frameworks
introduced throughout the course and will demonstrate the student’s ability to understand and properly apply
strategic concepts to an ongoing business concern
Assessment
Parameters and guidelines for the strategic assessment are as follows:






Select an organization, e.g., a corporation, company, firm or association (ideally, an organization
which you have some interest in joining) for in-depth analysis of their customer services.
The research report should be approximately 15 pages (double spaced) with well documented
references.
This research should incorporate a wide array of data sources to cover all different aspects of
customer service in detail and suggests meaningful recommendation to the company.
Data sources may include: internet, newspapers, trade magazines, library sources, industry
analysis, analyst reports, focus group discussions, customer interviews, employee interviews,
executive interviews, mystery shopping, ghost shopping, customer surveys, social media
analysis, online community analysis, etc.
In-class power point presentation is a required component of the research project.
Project should be well organized and encompass the above subject and content guidelines, and
an electronic copy of the project should be submitted via safe assignment
Structure & Guidance for the Research Report
This structure is only to help students to get started and think further in this directions. Students are free to
adapt the structure of the research report as they desire.
1. Introduction
Background and Context: Discuss type of industry, products/services, existing channels,
competition in the context of customer service, and how organizational vision and
Strategies have influenced their customer service.
2. Analysis of Customer Service Behaviors
2.1Analysis of Organizational Systems, Policies &Culture


1
Do they have a customer centric organization culture? Why or why not?
Are they providing sufficient resources for customer service?



Are their policies customer friendly?
Do they have a proper reward system in place?
Do they have a good quality control system in place?
2.2 Analysis of Individual Actions


What Behaviors of the front-line people do matter the most?
How do they train and empower front-line people to serve better?
Analysis of the Use of Data and Technology for Customer Service




Are they mining data to personalize their offerings?
How are they using social media and technology to better serve the
customers?
How are they collecting customer feedback? Is it productive? Are they
using the negative feedback to their benefits? How?
How are they dealing with customer churn or employee churn? Are they
trying to boost retention and loyalty? How?
Analysis of Customer Turn offs



What are the real customer turn offs? Are they aware of real customer turn
offs? How are they handling them? How should they handle them?
Analysis of their use of data and technology
What do the customers expect from them? Are they able to meet or exceed
the expectations?
Recommendations
Conclusion
References
Grading Rubric
Assessment Criteria
2
1) Does not meet
expectations
1-70
2) Meets
expectations
71-89
3) Exceeds
Expectations
90 and above
Introduction and
Analysis of customer
service behaviors
Student analysis is
lacking in several
respects. Analysis
demonstrates
rudimentary
understanding of the
material and models
used. Research is
poorly done and
presentation is
poorly written.
Analysis of Use of Data
and Technology
Student analysis is
lacking in several
respects. Analysis
demonstrates
rudimentary
understanding of the
material and models
used. Research is
poorly done and
presentation is
poorly written.
Analysis of Customer
Turn offs
Student analysis is
lacking in several
respects. Analysis
demonstrates
rudimentary
understanding of the
material and models
used. Research is
poorly done and
presentation is
poorly written.
Recommendation and
Conclusion
3
Student shows
comprehension of
the concepts or
conventions used.
Analysis is
satisfactory but may
lack
depth. Research
generally supports
the analysis
presented by the
student.
Student shows
comprehension of
the models or
conventions used.
Analysis is
satisfactory but may
lack depth.
Research generally
supports the
analysis presented
by the student.
Student shows
comprehension of
the concepts or
conventions used.
Analysis is
satisfactory but may
lack
depth. Research
generally supports
the analysis
presented by the
student.
Student
Student
demonstrates little
demonstrates
of the ability
adequate
mentioned, or shows knowledge,
poor motivation in
creativity and
presenting their
analytical ability in
analysis.
presenting
Student shows
comprehension of the
conventions used.
Analysis is clear and
correctly presents the
strengths & weaknesses
of the firm. Supporting
research is significant.
Student justifies their
analysis appropriately.
Student demonstrates
thorough understanding
of the models used and
applies them correctly.
Analysis links theory to
practice and presents
strategic ramifications of
external factors in
insightful and
appropriate ways.
Research is significant
and relevant
Student shows
comprehension of the
conventions used.
Analysis is clear and
correctly presents the
strengths & weaknesses
of the firm. Supporting
research is significant.
Student justifies their
analysis appropriately.
Student demonstrates indepth knowledge,
creativity, and superior
analytical ability in
presenting strategic
options, or in firm
strategy analysis.
Presentation
Project is poorly
organized and lacks
cohesive flow
throughout. Many
required component
parts missing.
Research, proper APA
Citation
< 8 pieces. Few quality sources. Sources are not properly cited using APA format Writing Quality Poorly written with unacceptable amount of grammar and spelling errors. 4 strategies. Analysis may show lack of depth. Project is adequately organized and formatted but lacks inspiration. May have few basic presentation issues. 8-12 pieces. Source materials are mostly high quality, relevant and show effort in their acquisition. Most sources properly cited in APA format in text and in Works Cited Cohesive business writing that is clear but may lack professionalism. Some grammatical and/or spelling errors. Project is well-formatted and appropriately organized. Appearance inspires readership. 12+ pieces in total. Source materials are high quality, timely, relevant, and show significant effort in their acquisition. All sources properly cited
in APA format in text and
in Works Cited
Cohesive business writing
that is clear, concise and
professional. Few, if any
grammatical errors, no
spelling errors.

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