BUS354: Provide a brief description of the portal chosen by your group and its target customers.: Customer Relationship Management Assignment, SUSS, Singapore

Background

With the Covid-19 pandemic, our lives have begun to be more ‘online’. This includes shopping, ordering food, and conducting many other services. The traditional lens that we look at customer relationship management is also being transformed as we adapt to the new normal of our daily lives.

However, the fundamentals of customer relationships remain very much relevant and intact. Enterprises, as well as organizations, have to examine their customer-centricity in the face of the new challenges posed by Covid-19.

In this GBA, we want you to focus on online portals in your study of customer relationship management. Remember that you are answering as the online platform provider (not the individual businesses selling on these platforms though some answers might make reference to them).

(a) Shopee
(b) Lazada
(c) Amazon
(d) Wish
(e) Ezbuy
(f) Qoo10
(g) Taobao

Question 1

(a) Provide a brief description of the portal chosen by your group and its target customers.

(b) All enterprises, whether for profit or not for profit, exist to get, keep and grow their customer bases. Appraise how the organization of your choice gets, keeps, and grows its customer value base in the current environment of the covid-19 pandemic.

(c) IDIC model is a framework to manage customer relationships in an enterprise. Examine how the enterprise of your choice adopts IDIC in its CRM strategy.

Question 2

(a) Not all customers are alike. In order to maximize the value of each customer, a system to differentiate customers must be used. One such system is Value categories. Using value categories, distinguish how your chosen enterprise might apply value categories to its customer base. If it is not currently done so, you may suggest how this might be applicable or useful.

(b) Relate how your online merchant can better manage tough customers.

(c) Personalisation and customization are expensive efforts but necessary as a strategy to enhance customer relationships. However, customization is still possible given the many interactions and knowledge gained on the preferences as well as needs of customers.

Discuss how the four (4) types of mass customization are applied or may be applicable to your chosen portal.