- Title
- Retaining customers through customer service in the telecomminications industry
- Title
- Retaining customers through customer service in the telecommunications industry
- Creator
- Mtatsi, Siyabonga Chris
- Subject
- Customer services -- South Africa -- Cape Town
- Subject
- Telecommunication -- Customer services -- South Africa -- Cape Town
- Subject
- Consumer satisfaction -- South Africa -- Cape Town
- Subject
- Customer relations
- Date Issued
- 2011
- Date
- 2011
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- vital:8812
- Identifier
- http://hdl.handle.net/10948/d1018641
- Description
- South African Mobile network industry has seen many developments since its inception in 1994. When mobile technology was introduced in this country, the first two mobile network operators, namely Vodacom and MTN, enjoyed vast benefits of being early entrance in this business space and they grew at rate that was much faster than they themselves had expected. As expected, in the past five years this growth rate has slowly diminished due to various economic factors; these factors included increase in Government regulations, increase in number of players in the mobile network space and ever evolving technology. The mobile network operators saw interconnect fees, which amounted to fifteen per cent of total revenue for each of these operators, being reduced by more than half, with Government foreseeing total removal of these fees. At the same time, the number of competitors grew from one to three within a period of five years forcing all operators, especially Vodacom and its Vodashops, to search for winning strategies that could ensure retention of their customers thus their revenue. Therefore, the intention of this research is to investigate various strategies that are suitable and can be implemented for one of the Vodashops in Cape Town, namely Canal Walk Vodashop, to ensure that this store manages to retain and possibly grow its existing customers. The investigation led the researcher to find that, in a situation where the affected organisation is at the maturity level of the business, as it is the case with the selected store, the most effective strategy to retain and grow customers is the customer service strategy. This strategy includes various elements which are very important to its success; these elements include providing job specific skills to employees, designing and implementing suitable processes and creating best value for customers on products and services that the company offers. The research was achieved by following the approach below: A literature study was done in order to determine the key elements of an effective customer service strategy; A survey of literature focusing specifically on employee skills development, design and implementation of processes and creation of value for the offered products and service; Insights of customers from the selected Vodashop were obtained via interviews to determine their perception on products and services offered; and Lastly, interview results were analysed to determine the areas of improvement and also what customer service strategies are suitable for highlighted problems. Through this research, various customer service strategies that must be consistently and continuously executed in order to achieve this excellent customer service were recommended. The recommended strategies include training and development of employees, design and implementation of processes that are aligned to the selected Vodashop and also to the needs and expectations of customers.
- Format
- iv, 114 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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