Customer Relationship Management Exam Questions PDF

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BUS354 Examination – July Semester 2019

Customer Relationship Management Thursday, 21 November 2019

10:00 am – 12:00pm

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Time allowed: 2 hours ____________________________________________________________________________________

INSTRUCTIONS TO STUDENTS: 1. This examination contains FOUR (4) questions and comprises FIVE (5) printed pages (including cover page). 2. You must answer ALL questions. 3. All answers must be written in the answer book. 4. This is a closed-book examination.

At the end of the examination Please ensure that you have written your examination number on each answer book used. Failure to do so will mean that your work cannot be identified. If you have used more than one answer book, please tie them together with the string provided.

THE UNIVERSITY RESERVES THE RIGHT NOT TO MARK YOUR SCRIPT IF YOU FAIL TO FOLLOW THESE INSTRUCTIONS.

BUS354 Copyright © 2019 Singapore University of Social Sciences (SUSS) Examination – July Semester 2019

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You must answer ALL the questions. (Total 100 marks) Read the following article and answer Question 1. Social Media: Is it still worth your time? SOCIAL MEDIA VALUES His preferred approach is to gather and build communities online around shared interests. He also makes it a point to embody the qualities that he believes are essential to good social media use – namely confidence and transparency. MILLENNIALS AND THE NEWS As digital natives, millennials tend to spend more time online, on mobile and on social media platforms than older folk. Yet, a 2015 study by the American Press Institute (API) found that adults in America aged 18 to 34 were anything but newsless, though they consumed news and information in very different ways from previous generations. "This generation tends not to consume news in discrete sessions or by going directly to news providers. Instead, news and information are woven into an often continuous but mindful way that millennials connect to the world generally, which mixes news with social connection, problem solving, social action, and entertainment," the API concluded. UNDERSTANDING SOCIAL MEDIA To transform, an organisation should aim to have everyone using social media and working to understand how these new communication tools are changing the way people connect, build community and consume and exchange news and information, he said. Adapted for academic use Source : Lydia Lim, The Straits Times 23/03/2018 (Newslink.com)

Question 1 (a)

Discuss the four (4) ways that organisations can use social media to build relationships with their target customers. You are to relate your answers to the case above. (16 marks)

(b)

Outline and explain the three (3) steps that an organisation can adopt to encourage and improve its crowd service, based on the article above. (9 marks)

BUS354 Copyright © 2019 Singapore University of Social Sciences (SUSS) Examination – July Semester 2019

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Read the following article and answer Question 2. DBS launches chatbot to take orders via Facebook Messenger A CHATBOT that allows customers to order meals through Facebook Messenger and pay with DBS payment channels such as PayLah! was launched on Thursday, in a move that marks DBS Bank's foray into the chat commerce space. Chat commerce – also known as e-commerce using messaging platforms – allows businesses to transact within platforms that already have a large and captive pool of users. The Foodster solution, developed by chatbot specialist Every Botty, was created with artificial intelligence or machine learning algorithms which allow it to become "smarter" with each transaction. With data tools and analytics, it allows merchants to implement targeted and personalised customer loyalty programmes on the platform. Benefits for merchants include allowing them to leverage Facebook's user base and being able to handle multiple orders at a time, while helping small and medium-sized enterprises (SMEs) to digitalise easily and affordably. Kopi Ong, which sells quick-serve beverages, was the first merchant to test the Foodster solution. According to the merchant, it has seen daily sales grow by 20 per cent without additional manpower or space required. Alfred Tan, owner of Kopi Ong, said: "With Foodster, we can survey our customers on their preferences, which then allows us to provide contextualised offers. With its real-time order dashboard at our fingertips, it enables us to optimise our store operations and better manage inventory in anticipation of peak periods." It offers a menu selection, accepts customised food orders, and retains the user's order history. It also offers eligible customers discounts and promotions. It is estimated that some 77 per cent of Singapore's population are on mobile messaging platforms. In the Asia-Pacific, the chatbot market is forecasted to generate revenues of around US$350 million by 2024 – more than eight times that of the US$41 million generated in 2017.

"With Foodster, we can survey our customers on their preferences, which then allows us to provide contextualised offers."Alfred Tan, owner of Kopi Ong Adapted for academic use Source by Vivien Shao, ‘Companies & Markets’ The Business Times 26/10/2018

BUS354 Copyright © 2019 Singapore University of Social Sciences (SUSS) Examination – July Semester 2019

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Question 2 (a)

In the case, DBS uses chatbot to service its customers. Kopi Ong retains its user’s order history. This is a more current use of customer analytics which is also known as data mining. What is the goal of this process? (5 marks)

(b)

Using the case above, appraise the five (5) benefits of customer analytics to Sales & Marketing. (20 marks)

Read the following article and answer Question 3. Help is just a buzzer away Who says the fitting rooms in high-street stores have to be stark and basic? Topshop at Ion Orchard has a special feature: a buzzer (left) in each of its fitting rooms (above) to ask for help. This allows shoppers who might need an outfit in a different size or colour to call for assistance without having to step out of the fitting rooms in a state of undress. They can also ask for tips, suggestions and advice about how to style outfits. The Ion Orchard outlet is the only Topshop in Singapore with this feature. It was introduced in 2010 as an initiative by Wing Tai Retail, which distributes Topshop locally, says a Topshop and Topman spokesman. The move was part of the company's participation in the Customer-Centric Initiative led by Spring Singapore, an initiative that supports projects to improve customer service. "We are always looking to enhance our customers' experience with us," says the Topshop's spokesman, who added that the service has been well-received since its launch. "By installing buzzers in our fitting rooms, we are able to deliver personalised services to our customers." At Topshop Ion Orchard, fitting rooms have numerous hooks and a bar for hangers. There are mirrors on two adjacent walls. Loud, upbeat music keeps the vibe lively. Adapted for academic use Source: by May Seah, Lifestyle The Straits Times 12/10/2017

BUS354 Copyright © 2019 Singapore University of Social Sciences (SUSS) Examination – July Semester 2019

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Question 3 (a)

Justify why Topshop would want to be customer-centric in terms of three (3) benefits to the Company. (16 marks)

(b)

A customer-centric business strategy might require Topshop to focus on its customers as individuals rather in terms of groups of markets. Compare three (3) characteristics of a share-of-customer strategy against a market share strategy. (9 marks)

Question 4 This is a work-related question. Identify a financial institution of which you are a customer. (a)

Recollect an episode when you were unhappy with its services, argue and present three (3) ways in which you might be a hidden asset to the company through your feedback on its bad service. (9 marks)

(b)

In the case of (a), did the financial institution offer an apology? Illustrate the key elements of an effective apology. (6 marks)

(c)

Discuss what a learning relationship is and the three (3) benefits of the Learning Relationship between the financial institution and yourself as a customer. (10 marks)

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BUS354 Copyright © 2019 Singapore University of Social Sciences (SUSS) Examination – July Semester 2019

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