Maximizing Share of Customer with Digital Ecosystem Platforms

Effective Apology Elements

Question 1(a)Millions of modern Chinese consumers shop online and are also deeply embedded in social media. As part of D&G’s recovery plan to rekindle the dwindling ember relationships with their customers, assume the role as D&G’s Public Relations Manager who had analysed the damage, (i)Appraisethe elements essential for an effective apology.(6 marks)(ii)Craft a formal apology in English using the components in Question 1(a)(i), to demonstrate how D&G may salvage this blunder in relation to the articleGroup-based Assignment(b)After a major negative publicity, using the CRM concepts of Trust Equation, and Trusted Agent, discussthe appropriate activities a company have to embark to re-gaintrustwith its’ customers and target audienceRead the following article and answer

Question 2.Increasing share of customer with digital ecosystem platformsConventionally, single-product leaders such as Garmin, Nokia, Canon, and Toyotaused to dominate their markets; prescribing pricing, marketing strategies and value streams globally. To remain competitive, many companies relentlessly seek to discover new approaches to create compelling experiences for their customers. Some companies try to increase their share of customer by cross-selling, and up-selling to their existing customers. To generate incremental value for their users, many companies are now leveraging on platforms that combine capabilities from multiple players in a digital ecosystem.Today, digital ecosystem platforms use the Internet Of Things (IoT) and wireless technology to connect people, organisations and resources in a collaborative network. These ecosystems such ascomputer operating systems in smart devices, have a wide range of complementary products, software, and services. They are namely applications (apps) for productivity or utilities, for work, for communication, for transactions, for gaming, or just for entertainment and songs. Smartphone manufacturers offer proprietary phones where the hardware and software are cohesively integrated. It creates a standard by which other developers have to abide by, to create compatible applications, media and other content. A tightly integrated digital ecosystem platform will have components that are customised to work in harmony, enabling better synergy across multiple devices running the same operating system. You can upload something in one of the devices and immediate access it on another seamlessly. However, the ecosystem also restricts convenient access to non-approved applicants or content.Well-orchestrated ecosystems are fast becoming the foundation for creating new marketing value in today’s digital economy.

Question 2(a)To keep,and to grow share of customer, recommendhow a company may make use of its respective digital platform ecosystem to capitalise on its array of products (hardware & software). You may refer to the ecosystem for Apple, Google, Samsung, or Microsoft as an example Creating more convenience to the customers and reducing friction from their experiences have become essential components of acquiring, serving, retaining and growing customers. Companies that market experiences understand that customers are really buying much more than just the core products and bundle of services. With reference to the same company you have recommended in Question 2(a)above,(i)Differentiatethe omni-channel experience from the customers’ perspective on three (3)dimensions i.e. physical,emotional, and logical(ii)Distinguishthe four (4)activities required to expand the need setwith appropriate examples