BUS354 Customer Relationship Management Tutor-Marked Assignment July 2025 Semester
| University | Singapore University of Social Science (SUSS) |
| Subject | BUS354: Customer Relationship Management |
Question 1
Answer the following questions in relation to the article.
(a) A customer-strategy enterprise has a three-stage goal of getting, keeping, and growing the value of the customer base. First, analyse what growing the value of the customer base means for MyRepublic. Second, for each of these three stages, analyse one (1) specific strategy with one (1) example from the article or from your research of telcos.
(35 marks)
(b) Buttle & Maklan (2019) put forward that there are two (2) main perspectives of understanding CRM. First, illustrate the meaning of the two (2) For each perspective, give one (1) example from the article to support your answer. Second, illustrate your understanding of Payne & Frow’s (2005) perspective of CRM as a continuum. Use relevant details from the article or from your research of telcos.
(30 marks)
(c) First, discuss what identification or recognition of a customer means and how it applies to MyRepublic. Second, identify two (2) identification activities recommended by Peppers and Rogers, and discuss their benefit to the telco with the help of one (1) example each. Third, discuss one (1) improvement that can be made to either of the identification activities. Use relevant details from the article or from your research of telcos.
(35 marks)
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