Customer Experience Management Strategy for the German Telecommunication Industry
I would like to communicate my sincere gratitude for all those who played vital role in the completion of my research including my supervisor, peers, fellow classmates as well as interview participants. I am very thankful to the managers of the British Airways who supported me with their precious time during the interviews. I am thankful to my family whose support has been a source of constant motivation and guidance throughout the completion of this research project.
I [your full first name and surname], declare that the whole content of this research project as well as research responses is the outcome of my singlehandedly effort, and no part of content of this study has been the part of any study that has been either submitted or published before. This study extricates my individual opinion in terms of the findings of the research on the impact of training on the performance of the organization, and does not necessarily reflect the opinion of my college.
Previously, business used to focus on products only rather than focusing on customer satisfaction. However, with the passage of time, this approach has been changed and the businesses are now focusing on managing the experiences of the customers with the products as well as the services provided by the company in order to make them loyal and satisfied with the products of the company. Customer Experience Management can be defined as the strategies that are used by the businesses with the intention to manage the experiences of the customers in order to make them loyal to the products and services of the organisation. The rationale behind the integration of the CEM in telecommunication is the complex nature of the telecommunication products as well as the increased competition in the telecommunication sector of Germany. The research used qualitative research approach in this study with the intention to include information about CEM strategies in telecommunication organisations in Germany. Throughout the study, the researcher has aim to explore the urgency of customer experience management in leading telecommunication organisations of Germany.
CHAPTER 1: INTRODUCTION8
1.1Background of the Study8
1.3Research Aims and Objectives9
1.5Scope of the Study10
1.6Outline of the Study10
CHAPTER 2: LITERATURE REVIEW11
2.1Customer Experience Management11
2.2Customer Relationship Management in the Context of CEM13
2.3Importance of CEM in Telecommunication Sector14
2.4Telecommunication Products and Their Complexity15
2.5Measurement of Telecommunication Service Quality17
2.6Return on Investment for a CEM Activity18
CHAPTER 3: METHODOLOGY19
CHAPTER 4: FINDINGS AND ANALYSIS22
CHAPTER 5: CONCLUSION25
CHAPTER 1: INTRODUCTION
Background of the Study
In the contemporary business environment, customer experience management has become the integral and the most crucial aspect of the businesses that has been given prominent attention by the major practitioners. Previously, business used to focus on products only rather than focusing on customer satisfaction. However, with the passage of time, this approach has been changed and the businesses are now focusing on managing the experiences of the customers with the products as well as the services provided by the company in order to make them loyal ...