Summary:

1. Introduction (the student should emphasise the importance for companies of building strong relationship with the customers).

2. Brief introduction of the company

3. Building strong customer relationships (Explain the reasons this company is able to build

strong customer relationship with the customers.

4. Capturing Value from the customers: (The students are required to analyse how the company

can capture the value from the customers and then to explain how the company generates continuous profit from the customers. The students also need to give some factor contributing to the strong customer relationship of the customer).

5. Conclusion (The students should conclude by giving a summary on the findings of the customer relationship management and the capturing value from the customers)