“Role of Crm in Telecom Sector”

Topics: Marketing, Customer relationship management / Pages: 22 (5349 words) / Published: Mar 27th, 2011
“Role of CRM in Telecom Sector”
Sheetal Singla
MBA, Phd*
Asst. Professor
BGIET, Sangrur

Background:
This research paper is on the “Role of CRM in Telecom Sector”. The report begins with the abstract of Role of CRM in Telecom Sector, History of telecom sector & the Introduction part. This report also contains the basic marketing strategies used by various telecom service providers.In today’s world of cutthroat competition, it is very essential to not only exist but also to excel in the market. Today’s market is more & more complex so, to survive in the market the companies not only have to satisfy its customers but also delight them.
The objective of many marketing strategies has been building the customer’s commitment to a brand or a dealer. This lays emphasis on:
• Creating customer satisfaction -delivering superior quality products and services.
• Building brand equity - the sum of the intangible assets of a brand.
i.e. name awareness, perceived quality, brand loyalty, the associations consumers have towards the brand, trademarks, packaging, and marketing channel presence
• Creating and maintaining relationship
Few companies have realized the opportunity to improve the relationship with a customer while performing marketing research. Any direct contact, including customer satisfaction surveys, is an important opportunity to improve the relationship with customers. In our paper we show that consumer research and relationship marketing are integrated components of an overall customer orientation, and that marketing re-search can be used as a tool to perform relationship marketing. A direct marketing approach is used, contacting customers by telephone. Our results show an increase in repeat business for automobile repair services with customers contacted by phone in a customer satisfaction survey.Personal relations are the important thing for ever and ever, and not this outer life of telegrams and anger.” (E. M. Forster, Howards End, 1910)



References: Kate Fitzgerald, "Hallmark Alters Focus as Life Styles Change, "Advertising Age, 1994 Maxine Wilkie, “Scent of a Market”, American Demographics,1995 Sushil Kumar,Aarti Devi. 2010. S.L.Rao and I. Natrajan, “Indian Market Demographic”, 1994 www.google.com

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