Customer relationship management : στρατηγική και πρακτικές στην κινητή τηλεφωνία
The rapid change in the competitive environment in the telecommunications sector and in particular in mobile telephony, made over the past decade due to the liberalization of the market, increased competition, development of the Internet and globalization has created in the field of telecommunications, but also in the business world in general new needs for diversification and finding competitive advantage. The companies of mobile soon found that the competitive advantage relies to product features can not provide long-term benefits and turned their interest into a valuable asset, customers. The customer-oriented philosophy that has its roots in Relationship Management, combined with informational technology led to the development of Customer Relationship Management (CRM). The aim of this thesis is to examine the meaning and benefits of CRM in Telecommunications, namely mobile telephones, with emphasis on practical and strategic dimension. Reference is made to the concepts of customer experience and customer service but also in conservation strategies and customer loyalty-concepts and strategies, which are a challenge for the mature market of Telecommunications. In conclusion, we present practical effective combination of technical solutions and operational procedures in a specific mobile operator, Vodafone Greece with that will enhance strategic business decision-making process and analyze the way in which the choice of technology will influence the customer experience. Finally presents the findings from the case study on the implementation of CRM on the mobile operator Vodafone.