– Subject: Customer Relationship Management

– The recommended textbook for the subject: A Practical Approach (6th Edition) – 978-0-13-274239-9 (ONLY CHAPTER 2 FOR THIS ASSIGNMENT).

– The assignment should follow the APA Guidelines. 

– Answer the following essay questions:

1. Go to the Internet sites listed below and write a report on your perception of each company and how it strives to provide excellent customer service. Does it matter at what price point the company is in order to provide excellent service? Explain your thinking in essay APA format in a minimum of 250 words.
   1. Trump Plaza New York City, NY
   2. http://www.trumpintl.com/Hotel_Overview/hotel_overview.asp?utm_source=msn&utm_medium=cpc&utm_term=trump+hotel+new+york&utm_campaign=TNY01_2011_Branding&_vsrefdom=trumpnyc-ppc
   3. Motel 6 – http://www.motel6.com/default.aspx
2. What does excellent customer service mean to you? Give an example of a time when you received excellent customer service, and explain why it was so great. Then give an example of an experience where you received horrible customer service and explain why you felt the way you did about it.
3. Imagine that you run an individual financial planning company with 5 senior partners and a client base of approximately 100 individuals. Develop a set of 8 to 10 questions that could be used in an interview or survey to assess and deeply understand the quality of service received by your customers. How would you execute your research? (I.e., what size sample would you use? How would you conduct either interview or distribute your survey to achieve good feedback? How would you analyze results?)
4. In your opinion, how has social media affected customer service in a broad sense? Provide evidence that supports your opinion.