CRM Implementation in Indian Telecom Industry – Evaluating the Effectiveness ...Waqas Tariq
With the liberalization and internationalization in telecommunication, service quality has become an important means of differentiation and path to achieve business success. Such differentiation based on service quality is seen as a key source of competitiveness for many Indian firms and hence have implications for leadership in such organizations. Faced with a growing market and increasing competition, companies in the telecom business are adopting to new technological imperatives in order to outperform their competitors. These companies adapt continuously to the dynamic environment so as to survive competition. The emphasis here lies in identifying critical value adding processes and redesigning them to become customer centric. One such approach in the adoption of an IT to move towards customers is the Customer Relationship Management (CRM). The Indian Mobile Service Providers are using CRM extensively to identify the needs of the customers and stretching out ways and means to satisfy them. In this context, it is absolutely essential to study the effectiveness of the CRM being practiced by the mobile service providers. This study specifically analyses the extent to which CRM is being practiced by the mobile service providers, and identifies the effect of the service quality of the mobile service providers on the Customer Loyalty. As CRM focuses on being customer centric, it becomes essential to measure the effectiveness of CRM in terms of the degree to which the customers are advocates of the mobile service provider as well as to measure the degree to which they participate in the cross selling and up selling of the various products and services of the provider. To evaluate the effectiveness, there are lots of quantitative techniques available and some work in this area has already been done. But there is a dearth of literature focusing on the relative efficiency. One advanced operations research technique which evaluates the relative efficiency is the Frontier Analysis or Data Envelopment Analysis (DEA). This paper attempts to use Data Envelopment Analysis to assess the effectiveness of Mobile Service Providers, specifically a set of the providers offering services in Chennai, Tamil Nadu, India. The research has identified a set of input and output parameters for each Service Provider, from which the efficient frontiers (DMUs) are determined. The relative efficiency of the Service Providers are measured with respect to the efficient frontier and then analyzed. Detailed recommendations are set forth, for appropriate interventions to address the specific gaps identified through the gaps analysis. The analysis further provides useful information and opens up new avenues for future research.
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
CRM Implementation in Indian Telecom Industry – Evaluating the Effectiveness ...Waqas Tariq
With the liberalization and internationalization in telecommunication, service quality has become an important means of differentiation and path to achieve business success. Such differentiation based on service quality is seen as a key source of competitiveness for many Indian firms and hence have implications for leadership in such organizations. Faced with a growing market and increasing competition, companies in the telecom business are adopting to new technological imperatives in order to outperform their competitors. These companies adapt continuously to the dynamic environment so as to survive competition. The emphasis here lies in identifying critical value adding processes and redesigning them to become customer centric. One such approach in the adoption of an IT to move towards customers is the Customer Relationship Management (CRM). The Indian Mobile Service Providers are using CRM extensively to identify the needs of the customers and stretching out ways and means to satisfy them. In this context, it is absolutely essential to study the effectiveness of the CRM being practiced by the mobile service providers. This study specifically analyses the extent to which CRM is being practiced by the mobile service providers, and identifies the effect of the service quality of the mobile service providers on the Customer Loyalty. As CRM focuses on being customer centric, it becomes essential to measure the effectiveness of CRM in terms of the degree to which the customers are advocates of the mobile service provider as well as to measure the degree to which they participate in the cross selling and up selling of the various products and services of the provider. To evaluate the effectiveness, there are lots of quantitative techniques available and some work in this area has already been done. But there is a dearth of literature focusing on the relative efficiency. One advanced operations research technique which evaluates the relative efficiency is the Frontier Analysis or Data Envelopment Analysis (DEA). This paper attempts to use Data Envelopment Analysis to assess the effectiveness of Mobile Service Providers, specifically a set of the providers offering services in Chennai, Tamil Nadu, India. The research has identified a set of input and output parameters for each Service Provider, from which the efficient frontiers (DMUs) are determined. The relative efficiency of the Service Providers are measured with respect to the efficient frontier and then analyzed. Detailed recommendations are set forth, for appropriate interventions to address the specific gaps identified through the gaps analysis. The analysis further provides useful information and opens up new avenues for future research.
In this slide presentation know about “Services Marketing”, which is an integral part of even the developed economies. The developed economies thus called as service economies reveal that the service sector accounts for more employment, contribution in GDP and more consumption than manufactured goods.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
This Slideshare is the sole Property of the Welingkar School of Distance Learning – Reproduction of this material , without prior consent, either wholly or partially will be treated as a violation of copyright.
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
UNIT - IV SERVICE DELIVERY, PRICING AND PROMOTIONVARUN KESAVAN
THIS UNIT MAINLY DEALS WITH THE VITAL ASPECTS OF SERVICE DELIVERY, PRICING AND PROMOTIONAL TOOLS, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE ,MARKET ARENA.
Analysis of the media market. Defines the attributes of 'direct' channels. Critques Postcomm's recent report on the Direct Mail market and argues the case for Direct Mail playing an important role in the channel mix.(Please excuse the formatting on slides 4 and 5 - Slideshare added lines to the diagram for some reason)
Customer Service: Achieving excellence through a company-wide approachValue Partners
A new perspective devoted to customer satisfaction, a key driver to increase a company’s value. By Alberto Griselli and Charles Monteux of the São Paulo office
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
These are complete slides and are based on the book of christover lovelock and useful for MBA & BBA students... These slides covers all the syllabus of different universities...
A Marketing Strategy for Service FirmsRonald Ellis
How service firms might develop and implement a Marketing Strategy prepared by The MIS Department (Later 2SS.Com) for Management Advisory Services a local business and marketing consulting firm.
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
New Perspective on Marketing in the Service Economy ( Service Marketing) Muhammad Ali Khan
New Perspective on Marketing in the Service Economy, Why Study Services ? What Are the Principal Industries of the Service Sector ? Powerful Forces Are Transforming Service Markets What Are Services ? Four Broad Categories of Services-A Process Perspective Service Pose Distinct Marketing Challenges, The Traditional Marketing Mix Applied to Services, The Extended Services Marketing Mix for Managing the Customer Interface
UNIT - IV SERVICE DELIVERY, PRICING AND PROMOTIONVARUN KESAVAN
THIS UNIT MAINLY DEALS WITH THE VITAL ASPECTS OF SERVICE DELIVERY, PRICING AND PROMOTIONAL TOOLS, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE ,MARKET ARENA.
Analysis of the media market. Defines the attributes of 'direct' channels. Critques Postcomm's recent report on the Direct Mail market and argues the case for Direct Mail playing an important role in the channel mix.(Please excuse the formatting on slides 4 and 5 - Slideshare added lines to the diagram for some reason)
Customer Service: Achieving excellence through a company-wide approachValue Partners
A new perspective devoted to customer satisfaction, a key driver to increase a company’s value. By Alberto Griselli and Charles Monteux of the São Paulo office
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
These are complete slides and are based on the book of christover lovelock and useful for MBA & BBA students... These slides covers all the syllabus of different universities...
A Marketing Strategy for Service FirmsRonald Ellis
How service firms might develop and implement a Marketing Strategy prepared by The MIS Department (Later 2SS.Com) for Management Advisory Services a local business and marketing consulting firm.
Customer Behaviour in Service Encounters (C2)M.docxalanrgibson41217
Customer Behaviour in Service Encounters (C2)
Marketing of Services
*
Developing Effective Service Marketing Strategies
Understanding Customer Needs, Decision Making, and Behaviour in Service Encounters
BA 3371
Building the Service Model
Managing the Customer Interface
Implementing Profitable Service Strategies
*
Developing Effective Service Marketing Strategies
Two Key Themes in Part I of the
Services Marketing Strategy Framework:
Differences among Services Affect
Customer Behaviour
Three-Stage Model of Service Consumption
BA 3371
Prepurchase Stage: Search, evaluation of alternatives, decision
Service Encounter Stage: Role in high-contact vs. low-contact delivery
Post-Encounter Stage: Evaluation against expectations, future intentions
*
Learning ObjectivesUnderstanding the Service Act is key to satisfied customersDetermine the service management challenges of the 4 categories of the service actBetter manage service encounters by understanding service consumption, expectations and perceived risksExamine key elements of the customer service encounter
BA 3371
*
Differences in Services Affect Customer BehaviourConsumers often involved in service production and may have preferences for service deliveryService marketers need to understand how customers interact with service operationsBased on differences in nature of service act (tangible/intangible) and who or what is direct recipient of service (people/possessions), there are four categories of services:People processingPossession processingMental stimulus processingInformation processing
BA 3371
*
Four Categories of Services
BA 3371
Information processing
(services directed at intangible assets): Accounting Banking
Nature of the Service Act
People
Possessions
Tangible Actions
People processing
(services directed at people’s bodies): Barbers Health care
Who or What Is the Direct Recipient of the Service?
Possession processing
(services directed at physical possessions): Refueling Disposal/recycling
Mental stimulus processing
(services directed at people’s minds): Education Advertising/PR
Intangible Actions
*
People ProcessingCustomers must:Physically enter the service factoryCo-operate actively with the service operationManagers should think about process and output from customer’s perspective To identify benefits created and non-financial costs:
Time, mental, physical effort
Four Categories Of Services
BA 3371
*
Possession Processing
Possession ProcessingCustomers are less physically involved compared to people processing servicesInvolvement is limitedProduction and consumption are separable
BA 3371
*
Mental Stimulus Processing
Mental Stimulus ProcessingEthical standards required when customers who depend on such services can potentially be manipulated by suppliersPhysical presence of recipients not requiredCore content of services is information-basedCan be “inventoried”
BA 3371
*
Informatio.
The Effects of Customer Expectation and Perceived Service Quality on Customer...Samaan Al-Msallam
ABSTRACT : The effect of the antecedents of satisfaction on customer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of customer satisfaction ( namely customer expectation and perceived service quality ) and customer satisfaction . Data were collected through a survey, including samples of 250 customers from the 5 Banks in Damascus, Syria . Spss is used to test the hypotheses. The finding show that customer expectation and perceived service quality have a positive effect on customer satisfaction . Bank managers must know how improvement in service quality influences customer satisfaction and what expectation levels they might consider to increase consumer satisfaction which ultimately retains valued customers. KEYWORDS : Customer Expectation , Perceived Service Quality, Customer Satisfaction.
The Effects of Customer Expectation and Perceived Service Quality on Custome...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
IOSR Journal of Business and Management (IOSR-JBM) is an open access international journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
The international journal of business and managementPatrick Sweet
The study mainly determined the effect of customer satisfaction of service quality on customer retention intention of TiGo in the Abokobi-Madina locality. The study specific determined the extent of customer satisfaction of service delivery by TiGo; evaluated customer retention intention of TiGo; and finally related customer satisfaction of service delivery to customer retention intention. The study used quantitative methodology to investigate the effect of customer satisfaction of service quality on retention of Tigo. A structured questionnaire was used to gather data. Customers’ satisfaction of service quality delivered by Tigo and their intention to retain the service of Tigo were measured perceptually on Five-point scale. Questionnaires with a high reliability (Cronbach’s alpha >0.70) were delivered through personal contact and self-administered by the customers.
Overall, 250 respondent were selected. The study found that: the customers were satisfied with the quality of service delivered by Tigo; the customers could not indicate whether or not they would retain the services of Tigo; of the service quality dimension, tangibility, assurance and reliability had significant positive effect on customer retention intention of Tigo, while responsiveness had significant negative effect on customer retention. The study recommended that maintaining existing customers should be a better option than chasing for new non-existing customers by Tigo and that future study should consider expanding the scope so as to make the findings more dependable.
Transforming Customer Engagement in UtilitiesRNayak3
Most utilities don't have to compete to gain and keep their customers, each utility company must design a customer engagement model that works best for it
Effects of Service Quality, Trust, and Price on The Satisfaction And Loyalty ...inventionjournals
This research aim to be examine and analyze the effect of quality service, trust and price to customer satisfaction in PT. Telkomsel branch of Makassar, and too examine and analyze the effect of quality service, trust and price on customer loyalty in PT. Telkomsel at Makassar. To apply that goal then used data collection technique through documentation and questionnaires, with taking population that costumer of Telkomsel that holds cards simPATI, As, and HALO, this use one year and domiciled in Makassar city which amounts 47.173 people and taking a sampling with propotional random sampling which amounts 180 people and used data analyze technique Structural Equation Modeling (SEM) with used the help of software Amos release 22. The result of research showed that the quality of service give positive and significant impact on customer satisfaction and loyalty. Trust also give positive and significant impact on customer satisfaction and loyalty while price give negative impact on customer satisfaction and loyalty which by increasing. The price by telkomsel through increased credit rates will affect customer’s satisfaction and loyalty. From the result of this research support the old result of this research and supporting theory where overall research variable with indicators that form question in questionnaire all have an impact on customer satisfaction and loyalty although the variables must be through satisfaction to reach customer loyalty and these variables into a unity
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Customer is a king and Customers are the mainly focused in making new marketing strategy. In the banking field a unique relationship exists between the customers and the bank. But because of various reasons like lack of training ,new technology literacy, financial targets, risk of failure etc., some banks are still following the traditional ways of marketing and another hand some are making attempts to adapt CRM. It is with this background, the researcher has made a modest attempt towards the idea that CRM can be adapted uniformly in the banking industry for betterment of Banking Services. Understanding on Customer Relationship Management is always a concern among the service providers especially banks. Banks makes their own way of managing their relationships new and existing customers. The aim of this paper is to examine the Customer Relationship Management as a new methodology looks forward to identify and attract consumers through the process of developing relationships (business - customer). The methodology of the CRM aims to maintain customer satisfaction and increase consumer loyalty. The purpose of this paper is to study the importance of CRM systems and in-depth knowledge of methods and management techniques customer relationships.
The main issue of this study is that CRM has become a multi-faceted and complex phenomenon that is ridden by various factors. Due to this complexity, a number of different variables have been used to measure CRM which investigated by several prior studies. However, most of businesses need to know and look at the particular measures and dimensions of the CRM that have a significant impact on customer satisfaction and loyalty, which would enrich the business' performance, especially with the increase in competition as well as lack of differentiation in providing a service. This paper aimed to review literature on CRM and to identify its impact on customer satisfaction and customer loyalty. The studies are analyzed on the basis of some general characteristics and variables that significantly enhance CRM and its influence on customer satisfaction and customer loyalty. For this purpose, we investigate the existing literature on the impact of CRM on customer satisfaction and customer loyalty along with its spread among publications to identify the potential development in the field.
Why Your Best Salesperson May Be a Customer Support RepCognizant
Using rich data, powerful analytics and integrated toolsets, support organizations in the communications and technology industry can achieve a real-time understanding of customer challenges, enabling them to convert troubleshooting exercises into rewarding experiences and convert customers into brand ambassadors.
CUSTOMERS PERCEPTION TOWARDS CRM PRACTICES ADOPTED BY PUBLIC SECTOR BANKS IN ...IAEME Publication
The CRM practices are adopted to generate better understanding of the customers for product development, segmentation, appropriate targeting, campaign management and maintenance of long term profitable and mutually beneficial relationships with customers. A very small proportion of its potential has been utilized. Today's banking is known as Innovative banking. Driven by new technologies, changing customer preferences, and increased competition, banks have taken to heavy investments in new distribution channels like advance automated teller machines, telephone systems, and online banking, etc. The research work is an empirical study intended to explore the technological revolution that the commercial banks witnessed and how far it has benefited banks to build better customer relationship management (CRM) services of public sector banks.
Similar to BMA258_Assignment Item 2_Question 2_Sam Smith 055882 (20)
CUSTOMERS PERCEPTION TOWARDS CRM PRACTICES ADOPTED BY PUBLIC SECTOR BANKS IN ...
BMA258_Assignment Item 2_Question 2_Sam Smith 055882
1. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 1
Throughout the world, millions have been invested in improving call centre service levels and
efficiency, through sophisticated technology, improved business processes and complex
performance metrics (Dunk 2007, p. 1). To improve call centre efficiency, service marketers
focus on the service encounter interaction that occurs between consumer and employer. The
reason for this is that service encounters are seen to influence consumer’s perception of
service quality. A service encounter consists of three stages which influence the consumer’s
behaviour, the pre purchase stage, service encounter stage and the post purchase stage.
Throughout these three stages, customer perception will be evaluated in the scenario of a
consumer purchasing a new phone contract over the phone via a telecommunications
company. During the pre-purchase stage, the perceived risk of purchasing via a call centre
will be discussed, looking at the risk reduction strategies that are used by call centre
managers to prevent this from occurring. Service scripts, which are predetermined guides for
employees to follow when delivering service to customers will also be identified to see how
successful this can be for telecommunications companies, specifically looking at role theory
and script theory (Wardell, D 2012). The purchase phase will also be assessed, comparing
the pre-service expectations with post-service expectations. This enables the contact centre
to determine whether the customer was satisfied or dissatisfied with the service, continuing
further to explain how critical post purchase surveys are to call centre management.
The service encounter can be defined as “the dyadic interaction between a consumer and a
service provider” (Tetreault, M 1990). Every time a consumer comes into contact with a
company they evaluate and form an opinion of the service provider and thus the service
encounter begins (Baron, S & Harris 2003). When a consumer is looking to purchase a new
phone contract research is performed which then initiates the service encounter. From this
point onwards, evaluation occurs until post purchase stage once applicant has received
2. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 2
an outcome. Expectations arise throughout this process as consumers compare the perceived
service required with the service that was received so they can make assessments of overall
service quality (Coye, R, 2004). It is argued that “the service encounter can be understood by
considering the specific roles consumers and service employees play during their interaction”
(Guiry, M 1992). Feinberg et al. (2000) found that the operational factor in call centres that
was most significantly related to caller satisfaction was the percentage of calls closed on first
contact (Dean, D 2002). Demonstrating the importance of service encounter to call centre
managers is vital to operate effectively by addressing the needs of the consumer to enhance
their perceptions of the encounter.
Pre-decision stage begins when consumers conduct an information search to assist them in
satisfying their needs by making an evaluation of alternatives. Consumers conduct this
search in an attempt to reduce their perceived risk before purchasing a product. It is widely
recognised that understanding pre-purchase behaviour is as crucial as the purchase itself
(Bruner and Pomazal, 1988. Punj and Srinivasan, 1992). Organisations in a
telecommunications call centre sales environment must identify how consumers are
conducting their information search, and then ensure their processes assist them in preventing
the perceived risk of consumers. It is proven that “Most consumers tend to use their phones in
a limited area around their work and home, they enjoy the perception of having national
coverage” (Handford, R 1998). When a consumer wants to purchase a new contract through
a Telecommunications provider, the need to have good coverage in their area of living is
always a perceived risk and must be addressed by a company in the pre-purchase stage.
Telecommunications companies through their website can display a 30 day network
guarantees to reduce this perceived risk of consumers, so when a consumer is conducting an
information search on the phone companies website, this will address their coverage concerns
3. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 3
and make them more likely to call the contact centre to purchase the product. This would
also then be reinforced during the conversation that occurs upon the service encounter
between the consumer and the staff member which creates consistency between the online
offers and call centre interaction.
During the service encounter stage the interaction between the consumer and the call centre
environment is treated like a drama and would therefore unfold on a stage. Tightly scripting
or improvising the call structures and behaviours of the staff member can be integral in
making the consumer feel respected, secure and less threatened by the company. “A service
script is a detailed guide for front-line employees to follow during a service encounter”
(Victorino, L 2008). This script is used by staff during the service encounter stage when
consumers contact a telecommunications call centre to guide them during the interaction and
specify the alternatives of products to purchase. In order for call centre staff to manage a
consumer’s perceived respect required, it is important that they are given scripts to reward a
consumer’s tenure with the company. An example of this can be seen when the call centre
conversation occurs and the consumer states “I have been a loyal customer with your
company, what benefits do I receive by signing a new contract”? To create consistency
within a call centre environment, it is important for the staff member to have a generic
response by observing the consumers tenure within the company and relaying that back to the
consumer. An example response would be “I can see you have been with us for 4years,
therefore I can offer you a reduced price phone contract today”. To ensure all staff of the call
centre are performing the scripts, managers of the organisation must coach and performance
manage their staff regularly. Staff members must be call monitored and provided with
feedback by managers when they are not complying with the script theory required by the
organisation. This form of coaching will ensure sales numbers will increase throughout the
4. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 4
call centre as consumers will feel more respected by the company due to a consistent service
encounter.
Role theory identifies “A group of concepts, based on sociocultural and anthropological
investigations, which pertain to the way people are influenced in their behaviours by the
variety of social positions they hold and the expectations that accompany those positions”
(Barker, 1999) Consumer perception can be positively influenced during the service
encounter by a salesman using rapport to ensure the customer feels secure and unthreatened.
Rapport refers to “communication characterised by warmth, enthusiasm and interest”
(Gremler, D 2008). When a consumer contacts a call centre and the consumer is greeted by a
happy, friendly staff member who is actively building rapport by asking questions such as
“How is the weather in your area”? Or “How is your day going”? It gives the consumer
positive mood amplification and builds trust in the employer and company, which makes the
consumer more likely to purchase. As a manger of a call centre environment it is integral to
ensure that all staff are trained during the induction stage upon joining the company on how
to build rapport with consumers to ensure the role theory is delivered during the service
encounter. Role theory will positively influence the centre’s sales results as agents will be
more likely to convert a sale on each call, further improving call centre efficiency.
Post-purchase stage occurs when the consumer makes an assessment of the levels of
satisfaction and dissatisfaction that took place during the service encounter. A Comparison
occurs between their pre-service expectations and the post-purchase expectations, therefore
as a manager of a telecommunications call centre, there must be an understanding of how
consumers form these expectations and perceptions. Results suggest that “the more the
5. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 5
consumers will show their loyalty in post-purchase behaviour; the bigger the difference
between expectation and perception of service quality is, the more the consumers will make
complaints and convert to other brands” (Lin, W 2009). A common strategy that can be used
by telecommunications call centre’s to evaluate post-purchase behaviour is in the form of
NPS (Net Promoter Score) surveys. Consumers that have interacted within a
telecommunications call centre must be recorded and a list of numbers is compiled. Within
30days of the interaction, the consumer is contacted and asked if they would like to provide
feedback about their service. Consumers rate the service interaction between a 0-10, the
lower the score the less the expectations of the consumer was met, resulting in a dissatisfied
service. Once managers of a call centre have obtained this data, to assist in reducing the
dissatisfied consumers, the ones that rate their score between 0-2 must be outbound called
and attempt to have their issue resolved, removing their dissatisfaction towards the company.
During this interaction, data can be compiled to identify consistent themes of why the service
encounter did not meet the consumers perceived expectations in the first place, so the
company can address these concerns for future interactions.
It is identified that all three stages of the service encounter must be evaluated in order to
effectively manage a company. Without the implementation of network guarantees in a call
centre environment, consumers may be affected by perceived risk which may influence them
not to purchase with the company. Throughout the service encounter, the use of script and
role theory must be used by managers to maintain a consistent and engaging consumer
experience. Staff members not having the ability to develop a relationship with their
consumers or not being trained on how to identify a customer’s loyalty can be a detriment to
a telecommunications company. It may result in consumers losing trust and making them not
feel recognised by the company which may deter them from continuing with the over the
6. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 6
phone purchase. Lastly, post purchase surveys must be conducted by managers in a call
centre environment; otherwise they will have limited information to evaluate whether the
consumer was dissatisfied or satisfied with the service delivered.
7. Sam Smith BMA258 Services Marketing – Assignment Item 2 055882
Page 7
References
Barker, R 1999, The social work dictionary. 4th Ed. Washington, DC: NASW Press.
Baron, S & Harris, K 2003, Services marketing: texts and cases, Palgrave, Basingstoke
Hampshire (Chapter 4).
Bitner, M., Booms, B., Tetreault, M, 1990, The Service Encounter: diagnosing favourable
and unfavourable incidents, Journal of Marketing, 1 January.
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