Master of Marketing Managing Customer Relationships Total Customer Experience Case Study: Optus Mobile Phone Services Contents Part 1: Brand Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile phones and mobile phone service has become a highly competitive and increasingly mature business around the world. Customers are more and more demanding as mobile phones are turning into commodity, a status symbol and a lifestyle statement. The mobile …
showed first 75 words of 3351 total

showed last 75 words of 3351 total
…Prentice Hall International, USA. Fordham, A. 2003, 'Mobile numbers can answer every trivial request - Handheld Accessories', The Australian, November 02, 2003, Retrieved: March 27, 2004, From Factiva 'Mobile First', Gold Coast Bulletin, June 04, 2003, Retrieved: March 27, 2004, From Factiva The Power of "yes" 1999, Retrieved: March 27, 2004, from http:// www. optus. Com. Au/vign/ viewMgmt/display/0,2627,1031_30524-3_31346-view_303,00.html Seybold, P. B., Marshak, R. T. and Lewis, J. M., 2002, The Customer Revolution-how to thrive when your customers are in control, Business Books, London