TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company

Michael Anaman, Mark Lycett

Abstract

Retaining profitable and high-value customers is a major strategic objective for many companies. In mature mobile markets where growth has slowed, the defection of customers from one network to another has intensified and is strongly fuelled by poor customer experience. In this light, this research-in-progress paper describes a strategic approach to the use of Information Technology as a means of improving customer experience. Using action research in a mobile telecommunications operator, a model is developed that evaluates disparate customer data, residing across many systems, and suggests appropriate contextual actions where experience is poor. The model provides value in identifying issues, understanding them in the context of the overall customer experience (over time) and dealing with them appropriately. The novelty of the approach is the synthesis of data analysis with an enhanced understanding of customer experience which is developed implicitly and in real-time.

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Paper Citation


in Harvard Style

Anaman M. and Lycett M. (2010). TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company . In Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-989-8425-05-8, pages 385-390. DOI: 10.5220/0002888003850390


in Bibtex Style

@conference{iceis10,
author={Michael Anaman and Mark Lycett},
title={TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company},
booktitle={Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2010},
pages={385-390},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002888003850390},
isbn={978-989-8425-05-8},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company
SN - 978-989-8425-05-8
AU - Anaman M.
AU - Lycett M.
PY - 2010
SP - 385
EP - 390
DO - 10.5220/0002888003850390