Customer Relationship Management Given the Term Paper
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Sprint Nextel keeps in close and strong connection with its customers, through advertising campaigns that are designed to being the newest and the most complete information to its customers, and through call center that are designed to assist customers, on the other hand. Regarding convenience, the company has implemented a series of actions designed in order to facilitate purchasing for customers. These actions are consolidated through continuous and constant developments.
One of the companies that have not been so successful in developing a serious CRM strategy is BroadPoint Communications. The company was established in the United States and it offered free long distance calling supported by advertising (Wikipedia, 2007). The company did not invest in CRM and the consequence is that BroadPoint filed for liquidation in 2002.
Another wireless company that is very involved in improving customer experience is Verizon Wireless. The company has approximately 63.7 million customers, which makes a leader out of Verizon on the wireless market. Verizon has the highest customer loyalty in the industry, as only 1.17% churn per month (Verizon, 2006). The company is focusing on "providing high-quality customer care, investing in loyalty and retention efforts, and continually monitoring customer satisfaction in
all facets of our service" (SEC, 2001). Verizon also considers that the cost of adding new subscribers is one of the most significant cost elements in the wireless industry. The company's CRM programs are focused on ensuring customer convenience and ease of use, and cultivating long-term relationships with the customers.
Dell has a very similar approach to CRM, as the company considers customer experience to be a strategic pillar. Dell's overall customer experience has been significantly improved. The rate of service contacts measured against systems under warranty has decreased (Dell, 2006). The range of products and services has been expanded, and their quality has been enhanced. Also, the company reduced its organizational complexity and made substantial investments in capacity, technology, and human resources, in areas regarding new customer contact centers and innovative remote software tools.
Annual Report (2006). Sprint Nextel Corporation. Retrieved December 4, 2007 at http://investors.sprint.com/phoenix.zhtml?c=127149&p=irol-reportsannual.
Broadpoint (2007). Wikipedia, the free encyclopedia. Retrieved December 4, 2007 at http://en.wikipedia.org/wiki/Broadpoint.
Annual Report (2006). Verizon Wireless. Retrieved December 4, 2007 at http://investor.verizon.com/financial/annual/2006/download.html.
Verizon Wireless (2001). U.S. Securities and Exchange Commission. Retrieved December 4, 2007 at http://www.sec.gov/Archives/edgar/data/1120994/000095010901505280/0000950109-01-505280.txt.
Annual Report (2006). Dell. Retrieved December 4, 2007 at http://www.dell.com/content/topics/global.aspx/corp/investor/en/annual?c=us&l=en&s=corp.
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