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3.1 Overview of Current Challenges for Detecon Study Customer Experience Management in the Telecommunications Industry. Market survey and action recommendations for the optimal design of customer experiences
The saturation on the telecommunications market has caused a steady rise in the intensity of the competition. Customers often perceive the products to be interchangeable. So telecommunications providers find themselves confronted with the growing challenge of…
The saturation on the telecommunications market has caused a steady rise in the intensity of the competition. Customers often perceive the products to be interchangeable. So telecommunications providers find themselves confronted with the growing challenge of setting themselves apart from competitors and securing the sustained loyalty of their customers. They have to find ways to stay profitable while facing the dilemma of declining revenues and inflationary customer expectations. But companies can utilize customer experience management as a tool to profitably design unique customer experience and to secure emotionally the loyalty of their customers.
The goal of CEM is to positively influence rational and irrational factors of consumer behavior and to generate delight in customers. Acknowledging that "good is not good when better is expected," it explicitly takes into account customers' needs and paves the way to a holistic customer experience with the company. This is the background to Detecon's decision to conduct a market study which would provide the basis for recommendations for action aimed at the optimal design of customer experience.