IB 2003- Course Assignment( 20 %) Case study Semester Sept 2011 Instruction Please answer all the questions below.

The assignment should be between 9 - 10 pages excluding references etc, single spacing, and all answers should be in one document file. For late submissions marks will be deducted accordingly. Dateline is 31 Oct, 2011
The Islamic credit card You have been asked by your manager to drive a 3 months campaign for your latest Islamic Credit Card product, due to be launched in 1 months time. You are allowed to utilise the database of existing customers currently maintained in your companys information system. The company is also embarking on a company-wide exercise to replace the information system, which is outdated and has limited customer management abilities, with a new CRM platform. The CRM platform will extract customer data from the existing system and populate the information into the database maintained in the CRM platform. As there are compatible issues with the current system, the new system will be continuously enhanced to capture new data of the customer. The CRM platform will be developed and implemented in several phases i.e. Phase One to Four. The new Islamic Credit Card product launch date will coincide with the expected Phase One implementation date of the new company-wide CRM platform. For the Phase One of the implementation, only 15 customer data fields will be made available by the vendor for your company to manage. The vendor has already built 5 basic data fields and had requested you to provide another 10 fields to be made available for your extraction. The 5 fields already made available are: Name of Customer, Customer Number, Mailing Address, Contact Telephone Number, and Date of Birth.

1. What is your intended target group for this campaign? Explain why you choose the group?
(10 marks)

2. What 10 other customers data that you feel is critical to support the proposed campaign?
How will the data extracted help in ensuring the campaign is successful? (10 marks)

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Course Leader: HAMDAN HJ IDRIS, BSc Econs, MBA (Islamic banking & finance)
Certified Professional Trainer (MIM) Teaching fellow/Industry Expert INCEIF