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What is the type of CRM strategy the organisation currently has in operation and what do its objectives appear to be? To what extent has the organisation implemented the particular CRM strategy? To what extent does the strategy appear to influence organisational structure and culture? What are the potential resource implications for the organisation? Does the current CRM strategy employed by the organisation appear to be successful? If so why, if not why not. How does the organisations current CRM strategy and implementation compare to its direct competitors?
You should include findings as to what extent the organisation pursues relationships with customers, to what degree does the organisation implement CRM to acquire, retain and develop customer relationships, how consistent is the organisation across multiple touch points and channels and how does the organisation use customer focussed technologies such as social media, blogs, websites, apps etc. to enhance its CRM.
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