Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer companionship Case Study: Optus meandering(a) Ph unitary Services circumscribe fall apart 1: Brand Experiences ---------------------------------------------3 Part 2: client Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious phone work has become a highly competitive and progressively turn business around the world. Customers are more(prenominal) and more demanding as planetary phones are turning into commodity, a lieu symbol and a lifestyle statement. The mobile market is one of the high harvest-festival areas in the Australian tele communication theory market. In mid-1999 Australia had a mobile phone pe netration place of around 33 per cent with astir(predicate) 6.5 billion mobile customers. It has been estimated that the mobile telephone penetration rate is likely to reach 40 to 45 per cent by the year 2001/2002 (that is, 8 to 9 million customers) which will be shared mainly by Telstra, Vodaphone, Optus, Orange, AAPT and so on(ACCC). Among this crowded market, Optus is a good example of a mobile phone assistance company that is creating a brand capture by expression a brand image unite with brand communications to differentiate itself from other rivals.

Brand Promise Back to 1992, Optus for the first time intention YES as its sloga n. Customers were always supposed to put b! efore Yes to products and services provided by Optus. Actually it represented a barter or fifty-fifty a production concept rather than a market-oriented concept. However, the quondam(a) concept of yes could lag behind the time when the customer-centric vagary has been advocated. Optus realize this situation and endowed the word YES a unit unseasoned concept in 1999 which is still being utilize today. Firstly, the most(prenominal) significant change is that every Optus person is supposed to arrange the word Yes to customers in every touch point. Now YES is a promise... If you want to get a full essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay