assigment work
Wherever applicable, the marks awarded to how your answers are presented depend on the extent to which your answers:
form a sound reasoning by developing those key points in a clear, logical and succinct manner;
provide proper and adequate in-text citations and referencing to content drawn from course materials and other credible sources;
strictly follow APA formatting and style guidelines1, in particular for:
in-text citations and end-of-report references;
the identification of figures and tables;
use, wherever relevant, the specialised vocabulary and terminology commonly used in discussions about the topic(s) covered by each question;
provide a reference or bibliography at the end of the main report;
include the less relevant details in an Appendix;
use sentence constructions that are grammatically and syntactically correct;
are free from spelling mistakes; present the workings, numerical formulations and results in a logical manner that follows the APA formatting and style guidelines;
design and present graphs, diagrams and plots that follow the APA formatting and style guidelines;
are highly original;
have proper formatting, which may:
include a properly formatted cover page;
respect the answer length/word count set out in the assignment guidelines, if any is prescribed;
present answers in paragraphs with proper spacing and page margins;
include page numbers and appendices, if necessary.
Assignment Guidelines
The total length of the report should not exceed 10 type-written pages with font as New Times Roman, size 12, 1.5 spacing (excluding cover page, table of contents, references and appendices)
Word limit for the report is between 3,000 – 3,500 words (excludes cover page, bibliography and appendices). Please DO NOT exceed the word limit. Reports that fail to conform to the word limit will be penalised.
You will need to conduct additional secondary research to support your answers adequately and you must acknowledge and reference all sources used or it will be considered as plagiarism.
Important Note: Grading of TMA/GBA/ECA Submissions
Marks awarded to your assignment are based on the following guidelines:
1. 80% of the marks are allocated to the content of your answers:
The marks awarded to what your answers cover depend on the extent to which they cover the key points that correctly and comprehensively address each question.
The key points should be supported by evidence drawn from course materials and, wherever relevant, from other credible sources.
2. 20% of the marks are allocated to the presentation of your answers:
1 You can find a short tutorial on the APA formatting and style guidelines here: https://is.gd/mgEOnC . Additional details (pertaining to tables and figures) can be found here: https://is.gd/O4vDdT .
With the advent of digital technology and the proliferation of the Internet, public service as we used to know has been fundamentally transformed. Increasingly, the public sector organizations such as government ministries, statutory boards and other related organizations have had to adapt to the new normal of service.
CRM now extends over and above commercial organizations that sells products or services to include institutions where no physical products change hands. Now, every citizen or member of the public is a ‘customer’ of government bodies.
This GBA requires students to examine CRM from the perspective of public service.
Unlike commercial organizations where profit motive remains the main focus, what counts as key performance indicators of public service? How do public organizations such as statutory boards apply the key tenets of getting, keeping and growing customers?
Statutory boards are delivery systems of many government schemes and policies. Often, matching eligibility with the status of citizens form an important nexus of their customer relationship management strategy.
As a result, many other yardsticks are also used in public service to measure their customer relationship management. Is it delivery of services within stipulated duration; aiming of zero complaint; or receiving positive feedback from the public? The take up rate of various schemes or level of participation in them is often used as a key performance indicator. The challenge of the public service is how to stay connected with the people they serve and find creative and productive means to interact and communicate with them. It is all about being citizen-centric much like what commercial organizations aim to be customer-focused.
For the purpose of this GBA, we will focus on Statutory Boards of Singapore.
Statutory Selected:
Singapore Health Promotion Board (HPB)
Question 1
Briefly describe the background of the statutory board of your choice. Also, include a description of the profile of its ‘customers’.
(10 marks)
Discuss why it is beneficial for the public sector to adopt a customer (citizen) centric culture.
(10 marks)
Question 2
IDIC forms the building blocks of a good CRM strategy while trust forms the important objective of that process. Examine with examples the IDIC model in relation to the statutory board. Identify the ways in which the organization uses IDIC to build good customer relationship and examine ways these ways might be improved to enhance trust with its target customers.
(25 marks)
Question 3
Discuss the impact of technology on the delivery of public service in the statutory board of your choice and how it balances hardware with heartware. Illustrate your answer with three examples of how technology is being deployed in its CRM strategy, through for example the use of two-way addressable media such as website, wireless technology and mobile devices etc.
(20 marks)
Define learning relationship and discuss the importance of such a relationship in the statutory board’s interaction with its customers.
(10 marks)
Question 4
J G Barnes suggested that a customer relationship is based on feelings and emotions. He proposed that customer relationships comprise the 5 Es. Analyse how the statutory board builds its relationships with its ‘customers’ in relation to these 5 Es and evaluate its performance in each component.
(25 marks)
References:
Page 5
