CASE STUDY [30 Marks] How the biggest businesses use CRM: A Case of Wells Fargo Here we have a company tasked with keeping track of the property and assets of as many as 70 million people. To them, customer service has to be absolutely spot on. As one of the biggest banks in the US, Wells Fargo knows that in order to maintain their competitive edge, they need to go the extra mile when looking after clients. In order to do this well, they make good use of CRM social media connectivity, enabling them to communicate easily with clients that need to talk. Their CRM is also used to make certain that when problems arise, the issue is dealt with by the correct department within the organization. This eradicates the type of scenarios where clients are sent in circles, from department to department, endlessly trying to get an answer. The result is that they build fantastic relationships with clients, achieving a customer retention rate that is one of the best. Answer ALL the questions in this section. Question 1 (20 Marks) The most crucial part of using a CRM system is the work you do before it is deployed. Discuss all the steps that make up a system development life cycle. Question 2 (10 Marks) Discuss the project management process