University Singapore University of Social Science (SUSS)
Subject BUS354: Customer Relationship Management

Question 1

1. Select a financial institution (Banks or Insurers) of which you are a customer. Draft the background of this enterprise including your profile as its target customer.

2. To increase the value of their customer bases, enterprises are engaged in getting, Keep, and Grow activities. These form the root of its Customer Relationship Management.

Appraise how the financial institution of your choice is undertaking these three broad types of activities. These should be supported by specific examples of its current business activities.

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3. Discuss the three (3) broad activities that your chosen financial institution must engage in as a trusted agent of its customers.

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