BUS354 Customer Relationship Management Group-based Assignment July 2025 Semester, Singapore

Instructions

Read the following and answer Questions 1 and 2.

Each group is to research on a mobile network operator (MNO) or a mobile virtual network operator (MVNO). A maximum of two (2) groups may choose the same operator. You may select from the list below. Seek approval from your instructor for your chosen operator. Failure to do so may result in a ten (10) mark deduction.

Mobile network operators (MNO) 

• • Singtel
  • StarHub
  • M1
  • SIMBA (formerly TPG Singapore)

Mobile virtual network operators (MVNO)

Mobile virtual network operators (MVNO) partner with MNO to use their network. This removes the expense of operating their own network infrastructure which allows them to provide mobile services at a lower cost to the consumer.

• • Life (M1’s network)
  • CMLink (Singtel’s network)
  • Changi Mobile (M1’s network)
  • CUniq SG (StarHub’s network)
  • Geenet (M1’s network)
  • giga (StarHub’s network)
  • GOMO (Singtel’s network)
  • MyRepublic (M1’s network)
  • redONE (StarHub’s network)
  • VIVIFI (Singtel’s network)
  • Zero1 (Singtel’s network)
  • ZYM Mobile (Singtel’s network)

Use the theories learnt in this course. Marks will be awarded for showing research effort to build supporting evidence, critical analysis and creativity. Answers that merely reproduce material from reference sources will be awarded fewer marks.          

Answer all the following questions in relation to your chosen operator.

Question 1

• • In the IDIC model, the first two steps can be understood as gathering insight about the customer while the next two steps can be understood as acting upon the insight.

Discuss how your chosen operator accomplishes the four (4) IDIC tasks. Provide one (1) appropriate example for each task.

(Word limit: 600 words)

(25 marks)

• • The Pareto principle states that 20% of customers create 80% of a business’s revenue.

Do you agree that the 20% are most valuable customers (MVCs)? State briefly why or why not. Based on the concept of customer value categories, examine what “most valuable customer” means in the context of your chosen operator. Describe two (2) strategies your chosen operator may adopt to manage MVCs.

(Word limit: 600 words)

(25 marks)

Question 2

(a) Discuss why understanding customer needs is important to your chosen operator. Explain why the operator may face challenges to differentiating its customers by needs (Peppers and Rogers, 2022, p. 181). Propose one (1) way the operator can overcome these challenges.

(Word limit: 350 words)

(15 marks)

 (b)     When an operator’s demand chain and supply chain are not aligned, the operator cannot successfully customise its products and services for the customers.

State three (3) possible consequences when your chosen operator’s demand chain and supply chain are not aligned. Illustrate one (1) of the consequences with the use of one (1) example.

(Word limit: 250 words)

(10 marks)

(c) Appraise the importance for your chosen operator to create value streams for its customers. Discuss two (2) ways which the operator creates value streams. For each way, describe one (1) challenge which the operator may face.

(Word limit: 600 words)

(25 marks)

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