Customer service in the Telecommunication Industry
The only way to describe telecommunications is to imagine it as the world’s biggest machine
since it is strung together by network system, telephone, and mobile devices. The industry exists in the
sector within this system and plays a significant role in leading the evolution of information society and
mobile communications. The telecom centre has identified to be the heartbeat for growth and
innovation for all technological aspects in the communication service industry. Previously, companies
operating in the industry have been using simple models to do business. Back then, the only significant
aspect that mattered is building the biggest network and charging clients from using it. As a result, the
companies were able to generate more revenue from voice traffic and charge premium rates for calls
made internationally. So far the model has worked well since companies operating in the sector were
few and the demand for networks is on an increasing trend.
However, as more communication companies are emerging, organization are scrambling to get
even a small margin of the market to survive in the sector. The companies have had to revise their
business models and approach their clients in a way that they will able to understand them to offer them
better services. As a result, the expectation of customers has increased and it is evident now that having
a big and powerful network does not guarantee a company success in the industry (Sapolsky et al.
2018). Telecommunication operators tasked with customer service duties have emerge to be a significant
aspect for any wishing to succeed in the sector. By having such personnel in their pay role,
telecommunication companies are thinking more about customer experience and innovate various
possible ways to expand the range of services they have on their portfolio.
Importance of Focusing on Good Customer Services for Telecommunication Industry
Companies in the telecommunication industry for purposes of surviving, they have had to adopt
new tactics and model of doing business. Most businesses have realized that enhancing customer service
experience is the only way to retain their clients and gain new ones in the process. These organizations
have acquired a different realization from the normal one, that providing the best and positive
experiences for their clients can dramatically impact their growth in terms of profit and market size
(Calvo-Porral and Lévy-Mangin 2015). Although it takes companies away from their main business
objectives, good customer service is the only way a business can be ensure of loyal and future clients. An
organization that invests in giving positive experience to their clients, gains value in terms of building a
stronger brand since customers know they can always depend on it for the best services.
Companies that treat their clients well before, during and after purchase of a product through
answering of questions and surpassing of their expectations will always be ahead of their competitors.
Good customer service processes enable these businesses to build stronger relationships with their
clients by engaging which ensure increased loyalty in the future for the company (Kim et al. 2016). A
loyal customer will always return back to the company which is less expensive than trying to obtain new
ones. According to research studies, companies incur costs of up to six to seven times in attracting new
clients than retaining the ones they already have. Customers that are satisfied and happy with the
services they receive from a company have a probably of between 60 to 70 percent to return to the
same entity in making a similar or different purchase.
Furthermore, it has been established that satisfied and happy clients can provide free
endorsement for products of an entity through suggestion to their friends and giving positive online
reviews. Such services have an ability to strengthen the brand of a company as more potential clients will
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see it as a reliable entity and depend on it for various services and products. Another significant aspect
of focusing on good customer services in the telecommunication industry is to prevent business failure.
Statistical data indicates that 96% of most entities close their doors in the first ten years due to losses.
The major contributing factor for these scenarios is attributed to poor customer services. Clients are
easily frustrated due to failure of companies to solve small problems they experience during and after
purchase of a service or product. The problems are attributed to factors like poor communication, lack of
after sale services, failure to answer their questions and ignoring of their requests (Rahhal 2015). Good
customer services enable a company to form long lasting relationships by identifying what type of
products clients are more willing to purchase and which one they can do without. Such revelations will
enable a company to concentrate their investments towards products and services that have the most
support from their customers.
Ways in which Sales Techniques and Customer Services have been Developed to Play a Pivotal Role at
the New “BBB” and their Impacts
There are various sale techniques that are implemented in the company to increase the number
of clients and maximize profits. One of the activities utilized by entity is getting to know their clients well.
The knowledge they acquired is applied in innovation of new products and services that will meet all the
needs of their customers. The impact of such an activity is to minimize the cost incurred in producing
products that may not be attractive and purchased by their clients. The organization has invested in the
number of sales and network operators who are tasked with answering all questions of their clients and
at the same time reducing the response time used to respond to various issues pertaining to products
and services (Terho et al. 2015). The impact to the activity is that clients are able to increase their
reliability on the company’s brand since they know it will address all the issues raised during and after
purchase of a product or service. The company has also ensure it fixes all mistakes made in the past
especially the ones pointed out by customers after purchase of a product. The activity has ensured that
clients remain loyal to the brand even though they were not satisfied with a product or service at some
point. The entity has gone the extra mile to provide the best customer experience by exceeding the
expectations of their clients. The method has attracted more clients to the ‘BBB’ brand since they are
curious as to why other clients are loyal to the brand.
How customer Service Contributes to a Successful Business Performance in a Competitive Market
The key to success for most business is attributed to the activities that pertain to customer
service. Business scholars have identified that these activities have the power to build or build an entity
no matter the size. Most businesses fail since they invest a lot in great marketing activities but fail to
provide good customer services that will make clients to go back to the entity for more purchases. Most
surveys that have been conducted indicate that clients quit a company due to inherent attitude from
unresponsive owners and employees on their demands (Noe et al. 2017). Customers will only continue
to buy from a company that offers them great and quality customer services. Clients that lack such
services from various brands will move away to other organizations quietly and only a few may decide to
air out their distress. Good customer services have provided positive implications to both large and small
businesses. One positive attribute is that it enables an entity operating in a particular industry to
differentiate itself from its competitors by offering an extra quality to their clients. The business playing
field has also been levelled and all companies have the potential to succeed depending on the approach
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they use in attracting and retaining their clients. Other positive aspects of good customers service
activities for an entity includes;
 Increase in repeat purchases
 Increase in total value of sales
 Ease cash flow
 Free marketing and publicity from word of mouth
 Retention of clients
 Price sensitivity
 Increase overall productivity of an entity
Recommendations to Change Customer Service and Improve Business Performance
Every entity in the telecommunication industry have an equal chance of succeeding s long as it
offers what their clients want and change their customer service activities to suit to the needs of the
customers. The first recommendation is to ensure employees apply skills like empathy, patience and
consistency while communicating to clients. By strengthening the skills of the customer service team the
company will set itself at a position to handle all issues related to their clients (Hill and Alexander 2017).
The entity should also adapt to the changing market needs and act according to the preferences of their
customers. Companies should develop a general work ethic by ensuring they solve a customers’ problem
by providing a viable solution to it. An entity should also ensure all its employees are knowledgeable to
the inner workings of their products and services so that each individual is a t a position to answer
questions raised by clients at any time and place. The above recommendations are a clear indication that
even though the company may have the best products and services, without having the right customer
services procedural activities they are doomed to fail in the long run.
References
Sapolsky, H.M., Crane, R.J., Neuman, W.R. and Noam, E.M., 2018. The Telecommunications Revolution:
Past, Present and Future. Routledge.
Calvo-Porral, C. and Lévy-Mangin, J.P., 2015. Switching behavior and customer satisfaction in mobile
services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, pp.532-540.
Kim, M.K., Wong, S.F., Chang, Y. and Park, J.H., 2016. Determinants of customer loyalty in the Korean
smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4),
pp.936-949.
Rahhal, W., 2015. The effects of service quality dimensions on customer satisfaction: An empirical
investigation in Syrian mobile telecommunication services. International Journal of Business and
Management Invention, 4(5), pp.81-89.
Terho, H., Eggert, A., Haas, A. and Ulaga, W., 2015. How sales strategy translates into performance: The
role of salesperson customer orientation and value-based selling. Industrial Marketing Management, 45,
pp.12-21.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management: Gaining
a competitive advantage. New York, NY: McGraw-Hill Education.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty measurement.
Routledge.
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