Enhancing Customer Experience within the Mobile Telecommunications Industry

Given that organizations find it increasingly hard to differentiate products and services, customer experience is viewed as the ’new battleground’. New digital technologies, such as mobile telecommunication services, are not immune from this and providers are increasingly having to consider all aspects of their offering – concentrating not just on the technology, but on the wider information system of which that technology is part. With that in mind this paper provides outline results that examine the issues of customer experience in the context of initiatives put in place within a major mobile telecommunications provider. Specifically, the work has a focus on initiatives put in place within retail shops that were designed to integrate activities within the business that were not clearly related and thus had negative impact of customer experience. Though the results are partial they illustrate increased organizational buy-in to the importance of customer experience, improved consistency of information across related parts of the business, marginal improvements in relationships between store staff and the contact centre and the impact of non-functional and emotive factors in providing a differentiated services. Perhaps unsurprisingly improved integration within and across the organization results a positive impact on customer experience.