Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer hump Case Study: Optus meandering(a) Ph unitary Services content map 1: Brand Experiences ---------------------------------------------3 Part 2: guest Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious phone emolument has become a highly competitive and progressively jump on business around the world. Customers are more(prenominal) and more demanding as spry phones are turning into commodity, a lieu symbol and a lifestyle statement. The mobile market is one of the high harvesting areas in the Australian tele communication theory market. In mid-1999 Australia had a mobile holla penetration respect of ar ound 33 per cent with intimately 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 supporter company that is creating a brand capture by make 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 slogan. Customers were always supposed to put beforehand Yes to products and services pr ovided by Optus. Actually it represented a c! ut-rate sale or fifty-fifty a production concept earlier than a market-oriented concept. However, the quondam(a) concept of yes could lag behind the time when the customer-centric radical has been advocated. Optus realize this situation and endowed the word YES a intact unseasoned concept in 1999 which is still being employ today. Firstly, the most(prenominal) significant change is that every Optus person is supposed to give voice 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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