BUS354 Customer Relationship Management Assignment Question 2026 | SUSS, Singapore

BUS354 Assignment Question

Question 1

(a) Describe a typical customer persona for your chosen enterprise in the local context. Briefly describe a scenario of the customer interacting with your chosen enterprise through different channels and completing a purchase. Create a customer journey map that illustrates the experience of the customer. Your customer journey map should also illustrate the omnichannel capability of the chosen enterprise.

(b) In this module, we learned about the six criteria of genuine dialogue. Based on the scenario you described in Question 1(a), discuss if each of the six (6) criteria of genuine dialogue has been met. Discuss how your chosen enterprise may benefit from effective interaction between the enterprise and its customer. You should discuss at least two (2) benefits.

(c) We learned about how customers can be categorised into five (5) categories based on their actual values and potential values. List the five categories. Based on the customer persona you described in Question 1(a), identify the category that the customer belongs to. Propose a strategy for your chosen enterprise that would be appropriate for this category of customers. Explain your answer.

Question 2

Describe the four (4) types of mass customisation that we learned in this module and discuss if your chosen enterprise delivers each of the type of mass customisation. Examine the role of technology in enabling mass customisation in your chosen enterprise.