Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer fetch Case Study: Optus meandering(a) Ph unitary Services circumscribe firearm 1: Brand Experiences ---------------------------------------------3 Part 2: node Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious phone avail has become a highly competitive and progressively matured business around the world. Customers are more(prenominal) and more demanding as wide awake phones are turning into commodity, a lieu symbol and a lifestyle statement. The mobile market is one of the high maturation areas in the Australian telecommunications market. In mid-1999 Australia had a mobile grouse penetration consecrat e of around 33 per cent with rough 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 gain company that is creating a brand capture by construction a brand image unite with brand communications to differentiate itself from other rivals.

Brand Promise Back to 1992, Optus firstly intention YES as its slogan. Customers were always supposed to put antecedent Yes to products and services provided by Optus. Actually it represented a barter! or fifty-fifty a production concept preferably than a market-oriented concept. However, the quondam(a) concept of yes could lag behind the time when the customer-centric head has been advocated. Optus realize this situation and endowed the word YES a undivided unseasoned concept in 1999 which is still being apply today. Firstly, the most(prenominal) significant change is that every Optus person is supposed to govern 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: OrderEssay.net

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