Integrated CRM strategy to improve the satisfaction of mobile telephone customers Online publication date: Sat, 27-Sep-2014
by M.K.S. Sastry, Sanjay Ramsingh
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 5, No. 1, 2011
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.
Online publication date: Sat, 27-Sep-2014
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