Case Study SHENG SIONG SUPERMARKET Mission, Vision and Values Our customers are our foremost priority. We are steadfast in considering their needs and preferences and motivate them to keep coming back, for our brand name is synonymous with: trusted quality, competitive pricing, and personalised service. We strive to be recognised as a retailer who is trustworthy and sincere, through the values that we uphold. Our Mission: We strive to offer communities in which we operate quality products at reasonable prices together with good service in order to create value to our customers. Our Vision: Our Vision is to be the preferred retailer in the market, starting from Singapore and then further ashore. Our Values: We strive to be reasonable, harmonious, responsive & responsible and dedicated. Organisational Culture: Our organisational culture stems from our senior leadership team with a high focus on teamwork, results, and innovation. Our flat hierarchy organisation structure foster close and direct communication between staff and high level management personnel who encourages a "family-friendly", approachable and "open-door" work environment. Creating Customer Value - CUSTOMERS ARE OUR BOSSES. Customers are our top priority and we do whatever it takes to provide the best value and service. Our focus on creating the best value for customers puts heavy emphasis on customer service which strengthens our brand recognition. CEO, Mr. Lim Hock Chee has displayed incessant efforts to leverage on innovation to drive progress and organisational excellence in Sheng Siong Group Ltd. Together with the management team; Mr Lim has created a family-friendly culture and strongly advocates fostering cohesive working relationships across all levels in our organization. At Sheng Siong Group, we take pride in continuous innovation and entrepreneurial spirit with the vision of being the preferred retailer in the Singapore market and expanding our retail network further abroad. We are customer-centric and strive to serve the needs of our customers. Mr Lim has a strong belief of challenging himself and his advocates to achieve greater heights for the company. This culture permeates throughout our organisation and is imbued in every employee Sheng Siong is a customer centric organisation and we always advocate the oldsaying of "Customer First" & "Customer is our Boss". Customers' Needs are constantly our utmost priority and we put in conscientious efforts in strategic planning to focus on improving our customers' shopping experience and the quality of our product offerings. Our outlet-centric approach of identifying the customer demographic profile will determine the stock variety and promotion activities catered to individual outlet. Our group is constantly engaged in market surveys to tailor our products and services, maintaining a competitive edge in the retail market. We DO NOT HAVE any "loyalty card or membership card. At Sheng Siong, we strive to provide the best value to our customers. Instead of administering costs heavy loyalty programmes, we believe in translating these benefits directly by giving our customers the best bargains through every day-low-prices, safe and quality products, and excellent service. We work closely with our partners like the credit card companies and banks to provide rebates to our customers. Examples are the "BOC Sheng Siong Visa Card", "Diners Sheng Siong Credit Card", "POSB Everyday Card" and "Citibank SMRT Platinum Visa Card". 1. Company's Existing CRM Effort a) Company Analysis i. Is the company's mission statement relationshiporiented? Discuss why or why not. ii. Describe the company's culture ii. iii. Does it fulfill that of a relationship-oriented organisation? iv. Are the staff relationship-oriented? v. What is/are the social competency (ies) that the staff possess? vi. What other customer service skillsets do they possess that result in good customer experience? vii. How does the company engage in dialogues with its customers? viii. Are they effective? ix. Give examples to support your discussion. b) Relationship Marketing Activities i. What are the retention strategies, such as loyalty programs, membership programs, etc., that have been implemented by the company? ii. Are they effective? iii. Give examples to support your discussion. c) Principles of CRM i. Explain any TWO (2) principles of CRM that the company has demonstrated. ii. Support your discussion with examples. d) CRM System i. ii. In your opinion, do you think the company will benefit from implementing a CRM system? Provide reason(s) to support your discussion.