BUS354 Question and Answer on Customer Relationship Management
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- Course Code: BUS354
- Course Title: Customer Relationship Management
- Referencing Styles: APA
- Words: 3750
- University: Singapore University of Social Sciences
- Country: SG
Questions On Customer Relationship Management
(a) Millions of modern Chinese consumers shop online and are also deeply embedded in social media. As part of D&G’s recovery plan to rekindle the dwindling ember relationships with their customers, assume the role as D&G’s Public Relations Manager who had analyzed the damage,
(i) Appraise the elements essential for an effective apology. (6 marks)
(ii) Craft a formal apology in English using the components in Question 1(a) (i) to demonstrate how D&G may salvage this blunder in relation to the article group-based Assignment.
(b) After major negative publicity, using the CRM concepts of Trust Equation, and Trusted Agent, discuss the appropriate activities a company have to embark on to re-gain trust with its’ customers and target audience. Read the following article and answer
Increasing share of the customer with digital ecosystem platforms conventionally, single-product leaders such as Garmin, Nokia, Canon, and Toyota used to dominate their markets, prescribing pricing, marketing strategies and value streams globally. Many companies relentlessly seek to discover new approaches to create compelling experiences for their customers to remain competitive.
Some companies try to increase their share of the customer by cross-selling and up-selling to their existing customers. To generate incremental value for their users, many companies are now leveraging on platforms that combine capabilities from multiple players in a digital ecosystem. Today, digital ecosystem platforms use the Internet of Things (IoT) and wireless technology to connect people, organizations and resources in a collaborative network.
These ecosystems, such as computer operating systems in smart devices, have a wide range of complementary products, software, and services. They are applications (apps) for productivity or utilities, work, communication, transactions, gaming, or for entertainment and songs. Smartphone manufacturers offer proprietary phones where the hardware and software are cohesively integrated. It creates a standard by which other developers have to abide to create compatible applications, media and other content.
A tightly integrated digital ecosystem platform will have components that are customized to work in harmony, enabling better synergy across multiple devices running the same Operating System. You can upload something on one of the devices and immediate access it on another seamlessly. However, the ecosystem also restricts convenient access to non-approved applicants or content. Well-orchestrated ecosystems are fast becoming the foundation for creating new marketing value in today’s digital economy.
(a) To keep and grow the share of customer, recommend how a company may use its respective digital platform ecosystem to capitalize on its array of products (hardware & software). You may refer to the ecosystem for Apple, Google, Samsung, or Microsoft as an example- Creating more convenience to the customers and reducing friction from their experiences have become essential components of acquiring, serving, retaining and growing customers. Companies that market experiences understand that customers are really buying much more than just the core products and services bundle.
Regarding the same company you have recommended in Question 2(a) above, (i) Differentiate the Omni-channel experience from the customers’ perspective on three dimensions, i.e. physical, emotional, and logical.
(ii) Distinguish the four activities required to expand the need set with appropriate examples.