Question 1

(a) Describe your chosen enterprise. You should give a brief background and include any other information that will help your readers understand your considerations for the following questions. Illustrate three (3) examples of strategies that your chosen enterprise uses to get, keep, or grow customers in our local context. Explain the term learning relationship and how these strategies help to build a learning relationship.

In the background description of your chosen enterprise, you may consider including the following information:
• Customer reach within Singapore and beyond if applicable
• Product or service innovation to create value for the customer
• Channels to interact with customers

(b) Explain what it means for an enterprise to be omnichannel. Give an example of a scenario in your chosen enterprise, illustrating how it is omnichannel. Discuss two (2) benefits of being omnichannel, relating to your chosen enterprise. How does being omnichannel help your chosen enterprise to be customer-centric?

(c) Technology alone enables an enterprise to be omnichannel. Debate this statement and explain your answer. Support your answer with examples from your chosen enterprise.