Title: Integrated CRM strategy to improve the satisfaction of mobile telephone customers

Authors: M.K.S. Sastry, Sanjay Ramsingh

Addresses: Department of Electrical and Computer Engineering, University of the West Indies, St. Augustine Campus, Trinidad and Tobago. ' Digicel Group of Companies, Ansa Centre, 11C Maraval Road, St. Clair, Trinidad and Tobago

Abstract: Improving customer satisfaction and loyalty is increasingly becoming a great challenge globally. Regulated markets, competition from other service providers, customer habits of having more than one cell phone, complex standards and benchmarks are some of the major reasons for the mobile service companies to adopt new strategies to retain their customer base. Most service providers continue to use smart marketing strategies combined with attractive tariff schemes to capture the market. However, mobile telephone customer satisfaction and loyalty depend on several elements such as network coverage, availability/usability of new handsets, call centre quality, and online support. In this paper, an effective asset management strategy to improve the satisfaction of mobile telephone customers is presented. A state-of-art web-enabled information system is designed and developed to integrate the activities of different units in a typical mobile company.

Keywords: customer relationship management; information management systems; mobile communication networks; fault diagnosis; integrated CRM strategy; mobile communications; mobile phones; cell phones; customer satisfaction; customer loyalty; network coverage; new handsets; call centre quality; online support; asset management.

DOI: 10.1504/IJECRM.2011.039799

International Journal of Electronic Customer Relationship Management, 2011 Vol.5 No.1, pp.46 - 57

Published online: 20 Apr 2011 *

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