BUS354: Members’ Clubs in Singapore are Multi-varied. Some were Formed by Expatriates: Customer Relationship Management Assignment, SUSS, Singapore

Background

Members’ clubs in Singapore are multi-varied. Some were formed by expatriates who were part of the colonial government before independence, while others were established to allow people of common interests to interact and network.

Some clubs that are more established have vast resources that include golf courses while others might just be restricted to meeting amenities or just food & beverage facilities. Members constitute the customers of these clubs.

Members’ clubs will be the subject of study of customer relationship management in this group based assignment. Please choose one of the clubs listed below. No more than three groups should choose an identical club.

1. The Tanglin Club
2. Raffles Town Club
3. Singapore Recreation Club
4. Seletar Country Club
5. The British Club
6. Tower Club
7. The American Club
8. One 15° Marina Sentosa Club
9. Swiss Club
10. Chinese Swimming Club
11. Singapore Island Country Club
12. Singapore Swimming Club
13. Singapore Polo Club
14. China Club
15. Singapore Cricket Club

Any request to study a club not listed above must be pre-approved by your instructor.

Question 1

• Draft a brief background of your team’s selected members’ club including but not limited to its members’ demographics.
• For your selected club, its members form the central core of its purpose and activities. Appraise three (3) benefits that your selected club gains from being customer-centric.
• The IDIC model is a useful framework to implement and manage the strategy of customer relationships for enterprises. Defend with examples, how the steps in IDIC can be applied in respect of your selected members’ club.

Question 2

• There is often a high volume of interactions at members’ clubs. Complaints are also common. This is because members’ expectations can be varied since their needs are also diverse. Discuss how your selected club can use the four (4) strategies to manage tough and varied customers.
• The challenges of many members’ clubs today are retaining their memberships as well as encouraging their ‘customers’ to spend more at the premises of the club. The club management committee has approached you to develop a loyalty program to increase utilisation of its facilities and services. Design your proposed loyalty program and five (5) characteristics that would make it an effective one.
• There are many contact points within a club that its members may interact. A good customer (member) journey map would provide a useful view of these contact points. Examine your club’s customer journey map and three (3) benefits this map offers to the club.