Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer last Case Study: Optus meandering(a) Ph unitary Services Contents Part 1: grade Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious ring service has become a amplyly competitive and increasingly mature business round the world. Customers are more(prenominal) and more demanding as brisk screams are tour into commodity, a lieu symbolic representation and a lifestyle statement. The industrious market is one of the high growth areas in the Australian telecommunications market. In mid-1999 Australia had a bustling holler incursion tell of around 33 per pennyime with about 6.5 billion mobile customers. It has been estimated that the mobile telephone penetration rate is likely to puree 40 to 45 per cent by the year 2001/2002 (that is, 8 to 9 million customers) which ordain be shared generally by Telstra, Vodaphone, Optus, Orange, AAPT and so on(ACCC). Among this move market, Optus is a good theoretical account of a mobile phone service company that is creating a mark off capture by building a brand image unite with brand communications to differentiate itself from separate rivals.

Brand Promise Back to 1992, Optus firstly intention YES as its slogan. Customers were always sibylline to order of battle forward Yes to products and services provided by Optus. Actually it represented a sale or equal a production theory rather than a market-oriented suppositionion. However, the quondam(a) concept of yes could lag behind the period when the customer-centric idea has been advocated. Optus realize this smear and endowed the word YES a whole unseasoned concept in 1999 which is still universe used today. Firstly, the most(prenominal) significant channelise is that every Optus person is supposed to say the word Yes to customers in every touch point. now YES is a promise... If you want to birth a full essay, order it on our website: Ordercustompaper.com

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