Customer Experience Management Strategy for the German Telecommunication Industry

By

ACKNOWLEDGEMENT

I would like to communicate my sincere gratitude for all those who played vital role in the completion of my research including my supervisor, peers, fellow classmates as well as interview participants. I am very thankful to the managers of the British Airways who supported me with their precious time during the interviews. I am thankful to my family whose support has been a source of constant motivation and guidance throughout the completion of this research project.

DECLARATION

I [your full first name and surname], declare that the whole content of this research project as well as research responses is the outcome of my singlehandedly effort, and no part of content of this study has been the part of any study that has been either submitted or published before. This study extricates my individual opinion in terms of the findings of the research on the impact of training on the performance of the organization, and does not necessarily reflect the opinion of my college.

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Abstract

Previously, business used to focus on products only rather than focusing on customer satisfaction. However, with the passage of time, this approach has been changed and the businesses are now focusing on managing the experiences of the customers with the products as well as the services provided by the company in order to make them loyal and satisfied with the products of the company. Customer Experience Management can be defined as the strategies that are used by the businesses with the intention to manage the experiences of the customers in order to make them loyal to the products and services of the organisation. The rationale behind the integration of the CEM in telecommunication is the complex nature of the telecommunication products as well as the increased competition in the telecommunication sector of Germany. The research used qualitative research approach in this study with the intention to include information about CEM strategies in telecommunication organisations in Germany. Throughout the study, the researcher has aim to explore the urgency of customer experience management in leading telecommunication organisations of Germany.

CHAPTER 1: INTRODUCTION8

1.1Background of the Study8

1.2Problem Statement8

1.3Research Aims and Objectives9

1.4Research Questions10

1.5Scope of the Study10

1.6Outline of the Study10

CHAPTER 2: LITERATURE REVIEW11

2.1Customer Experience Management11

2.2Customer Relationship Management in the Context of CEM13

2.3Importance of CEM in Telecommunication Sector14

2.4Telecommunication Products and Their Complexity15

2.5Measurement of Telecommunication Service Quality17

2.6Return on Investment for a CEM Activity18

CHAPTER 3: METHODOLOGY19

3.1Research Philosophy19

3.2Research Strategy19

3.3Qualitative Approach19

3.4Data collection20

3.5Interview Design21

3.6Data Analysis21

3.7Limitations22

CHAPTER 4: FINDINGS AND ANALYSIS22

4.1Interview Analysis22

4.2Discussion24

CHAPTER 5: CONCLUSION25

Endnotes27

Appendix29

CHAPTER 1: INTRODUCTION

Background of the Study

In the contemporary business environment, customer experience management has become the integral and the most crucial aspect of the businesses that has been given prominent attention by the major practitioners. Previously, business used to focus on products only rather than focusing on customer satisfaction. However, with the passage of time, this approach has been changed and the businesses are now focusing on managing the experiences of the customers with the products as well as the services provided by the company in order to make them loyal ...