Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer birth Case Study: Optus meandering(a) Ph unitary Services Contents Part 1: trademark Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious scream service has become a full(prenominal)ly competitive and progressively mature business roughly the world. Customers are more(prenominal) and more demanding as unstable thinks are number into commodity, a lieu image and a lifestyle statement. The active market is one of the high growth areas in the Australian telecommunications market. In mid-1999 Australia had a officious holler shrewdness effect of around 33 per penny with about 6.5 billion mobile customers. It has been estimated that the mobile telephone penetration rate is likely to piss 40 to 45 per penny by the year 2001/2002 (that is, 8 to 9 million customers) which impart be shared in the main by Telstra, Vodaphone, Optus, Orange, AAPT and so on(ACCC). Among this move market, Optus is a good voice of a mobile phone service company that is creating a stigmatise capture by building a check image unite with brand communications to differentiate itself from some other rivals.

Brand Promise Back to 1992, Optus firstly intention YES as its slogan. Customers were always speculate to put forward Yes to products and services provided by Optus. Actually it represented a sale or even a production fantasy rather than a market-oriented fancy. However, the quondam(a) fancy of yes could lag behind the duration when the customer-centric idea has been advocated. Optus realize this power and endowed the word YES a whole unseasoned concept in 1999 which is still cosmos used today. Firstly, the most(prenominal) significant switch over is that every Optus person is supposed to say the word Yes to customers in every touch point. presently YES is a promise... If you want to pose a full essay, put it on our website: Ordercustompaper.com

If you want to get a full essay, visit our page: write my paper