CRM Literature Review and Methodology Research Proposal by Nicky
A research proposal on the determinants of effective customer relationship management (CRM) strategies of telecom providers.
# 151028 | 2,433 words | 7 sources | APA | 2012 |
Published on May 18, 2012 in Business (Management) , Business (Consumer Behavior)
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The paper aims to explore why outsourced customer relationship management (CRM) strategies of telecom providers fail despite exceptional levels of planning, execution and monitoring. The paper outlines the methodology and how it will be focused on identifying and understanding the key determinants of effective CRM strategies, both executed by telecom providers themselves and those outsourced. The paper's study aims to quantify service quality levels over time so that a customer satisfaction maturity model can be produced that will determine how customer satisfaction, churn and loyalty vary over time for telecom providers who rely on BPO partnerships versus those who rely on their own internal implementations of CRM to retain customers. The paper includes several tables as well as a proposed questionnaire as an appendix to the paper.
From the Paper:"Rapid technology change and overly complex services programs, coupled with drastic cost reductions in core services has made the telecommunication industry one known for exceptional levels of customer churn. Telecommunication providers are increasingly turning to Business Process Outsourcers (BPO) for assistance in reducing churn through the automation of Customer Relationship Management (CRM) systems, strategies and initiatives. The results of these outsourcing efforts however vary significantly by telecommunication provider due to a lack of process consistency (Xevelonakis, 2005) or the ability to translate the factors that lead to churn into a community of customers (Xevelonakis, 2008).
"What differentiates the ability of telecom providers who are capable of reducing customer churn, increasing profitability, and creating long-tern partnerships of value with BPO providers is a commitment to measure, or index customer satisfaction over time (Qian, Jiang, Tsul, 2006). This has been accomplished through behavioral modeling techniques and the use of psychographically-based scoring methodologies (Ojiako, Maguire, 2009). Yet despite how in-depth these approaches are, they fail to provide insights into why churn occurs with increasingly regularity in telecom providers in general, and when CRM strategies are outsourced to BPO providers specifically (Xevelonakis, 2008). Cultural and language variations are at times attributed to higher churn occurring in those telecom providers' customer bases that rely on BPO providers managing their CRM strategies, yet there is a more fundamental series of factors than those that appear causal at the surface of this complex problem."
Sample of Sources Used:
- Ferguson, R & Brohaugh, B (2008). Telecom's search for the ultimate customer loyalty platform. The Journal of Consumer Marketing, 25(5), 314-318.
- Ojiako, U., & Maguire, S. (2009). Seeking the perfect customer experience: a case study of British Telecom. Strategic Change, 18(5/6), 179.
- Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), ``SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality'', Journal of Retailing, Vol. 64, Spring, pp. 12-37.
- Zhiguang Qian, Wei Jiang, & Kwok-Leung Tsul. (2006). Churn detection via customer profile modelling. International Journal of Production Research, 44(14), 2913-2933.
- Song, L., Song, M., & Di Benedetto, C.. (2009). A Staged Service Innovation Model. Decision Sciences, 40(3), 571.
Cite this Research Proposal:
CRM Literature Review and Methodology (2012, May 18) Retrieved June 05, 2023, from https://www.academon.com/research-proposal/crm-literature-review-and-methodology-151028/
"CRM Literature Review and Methodology" 18 May 2012. Web. 05 June. 2023. <https://www.academon.com/research-proposal/crm-literature-review-and-methodology-151028/>