Building meditel customer relationship management (CRM)‎ strategy

Dissertant

al-Mahdi, Yasin

Thesis advisor

Hibah, Faruq I.

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2005

English Abstract

Ill pubi-iiiuuciii sucicLics, ail iiiarKcuiig siraicgics nave oeen oaseu on me concept oi relationship management.

The essence behind is to be a customer-centric organization where the win-win relation is the dominant one and the continuous learning between the customers and the firm is the main characteristic.

The shift toward to the customer centric concept requires a clear and compelling relationship marketing approach and an integrated business and customer relationship management strategies.

Indeed, a defined and an understandable strategy sponsored by the top executive are the very first bases toward the implementation of this concept In the telecom industry, the market is moving toward what has been called by professional “commoditization”.

In fact, telecom operators experience the fact that for every product or services offered to customers can be is easily replicated by competitors.

Beside, the notion of natural customer is just a word of history.

Customers’ behaviors are becoming more and more dynamic in terms of their needs and behaviors.

To over came this situation and maintain their position in the market and their customer base, telecom operators are moving from the transactional marketing strategy to relationship marketing strategy.

The aim of this approach is the life time value.

Once the relationship is adopted by the firm, the whole processes involved have to be aligned and integrated with each other.

The customer relationship management (CRM) becomes the essential element in these process re-engineering and the main driver to achieve the required integration.

The CRM as defined in theory is a comprehensive strategy and a process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer.

The CRM allows the company to gain synergies among its functional areas and business processes so that the company will increase its revenues, productivity and customer satisfaction and the optimization of the company market space potential even in the fierce competition.

The three key elements of the CRM strategy are: people, process and technology.

Indeed, CRM initiatives should start with definition of a clear strategy that deals first with people, organization and processes and then the technology which is considered to be the business enabler.

This leads to say that the CRM is not only a matter of technology but a combination of these three elements and the company business proposition.

In fact, the whole idea is about integrating business processes, organizational structure, data and state of arte technologies that will lead to assure a imique view of customer over the company touching points interacting with customers.

Meditel is facing low retention rate and high chum rate.

Furthermore, the failure of the loyalty program did impact the customer perception toward Meditel which decrease the degree of trust of customer toward Meditel.

Furthermore, the lack of a complete knowledge about the customer increases the risk of offerings inadaptability to the customer needs.

These factors have an important impact on the costs supported by Meditel.

Furthermore, the actual challenge is to have improved customer profitability, Hfetime value and increased sales to assure value to Meditel shareholders Given all of these, Meditel is considering to implement CRM initiatives among its business components.

The goal is to have equilibrium between customer satisfaction and customer profitability through the medium of value proposition.

Yet, at this moment there is no clear and compelling CRM strategy on which all the

Main Subjects

Business Administration

No. of Pages

81

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-627577