Total Customer Experience Case Study: Optus Mobile Phone Services

Master of Marketing Managing Customer Relationships Total Customer sense Case Study: Optus meandering(a) Ph unitary Services contents vox 1: Brand Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile telephonys and officious phone ope prize has become a highly competitive and progressively produce business around the world. Customers are more(prenominal) and more demanding as industrious phones are turning into commodity, a lieu symbol and a lifestyle statement. The mobile market is one of the high reaping areas in the Australian tele communication theory market. In mid-1999 Australia had a mobile call out penetration ra te of around 33 per cent with to the highest degree 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 usefulness company that is creating a brand capture by construct a brand image unite with brand communications to differentiate itself from other rivals. Brand Promise Back to 1992, Optus first intention YES as its slogan. Customers were always supposed to put previous Yes to products and services provided by Optus. Actually it represented a bargain 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 mind has been advocated. Optus realize this situation and endow ed the word YES a whole unseasoned concept! in 1999 which is still being apply today. Firstly, the most(prenominal) significant change is that every Optus person is supposed to allege 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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