Final Assignment (Week 8, covering the entire course):

Building on the work done on the previous assignments, research and describe the entire CRM

system, addressing the full customer life cycle, from acquisition to turning customers into

advocates. The write-up should include an executive summary, table of content, the

corrected/revised content developed on the previous assignments, additional specific advocacy

strategies and suggested success assessments in line with the objectives developed in the 1st

assignment, and conclusions.

*Have headers to organize the paper

Answer

CRM proposal for Sword & Plough

Sword & Plough is a company that uses old military tents to make fashionable bags that

can be used by civilians of different genders and age groups. The most common products include

backpacks, messenger bags and tote bags. Two sisters, Emily and Betsy who are the founders the

company have been able to turn the business into a successful and profitable online-based

commerce company. Emily was inspired by her career in the military to give back to the military

veterans (swordandplough.com). Therefore, she founded a business, which partners with

companies that employ military veterans to manufacture their products. Their motto is

“repurposed for a purpose” which reflects their main business (swordandplough.com). The

company generates its revenues from the online sales of these bags. This company can benefit

greatly from implementing a Customer Relationship Management program. CRM enables

companies execute their relationship visions. CRM can be defined as a series of processes and

strategies that help companies and businesses create new value for individual customers and

consequently improve the business’ results through the relationship with the customers

(Khachaturyan, 2012)…..