We’ve researched CRM Customer relationship management in a service provider’s mindset on behalf of Ericsson Microwave Systems AB. The question at issue we decided to examine is ‘How should a service company setup a point of contact to be able to deal with client relations in the 3G mobile Internet?’ To reach a conclusion we’ve completed a qualitative study including literature survey and 3 interviews. This particular thesis is a design proposal for a way to create an internet based point of contact in order to handle customer relations in the 3G mobile Internet. To get a base of knowledge about customer care we’ve examined one-to-one consumer interaction, Customer Relationship Management [CRM], and contact centers. We’ve furthermore researched the telecom business and it’s particular value chain. To be able to provide e.g. network access for the subscribers the service provider should form an alliance with a network operator. This kind of alliance may also be increased with other suppliers of whatever services that contributes benefit to the subscriber. When the service provider creates this value chain, it’s the requirements / demands and requirements of the subscriber that sets the framework of what to include…
Contents: Customer Relationship Management in 3G Telecom
1 INTRODUCTION
1.1 BACKGROUND
1.2 PURPOSE
1.3 TARGET GROUP
1.4 PRESENTATION OF THE PROBLEM
1.5 EARLIER WORK…
2.1 APPROACH TO RESEARCH
2.2 OUR PROCESS FOR RESEARCH
2.2.1 Question
2.2.2 Hypothesis
2.2.3 Design
2.2.4 Literature survey
2.2.5 Theory
2.2.6 Interviews
2.2.7 Discussion
2.2.8 Conclusion
2.3 VALIDITY AND RELIABILITY
3 THEORY
3.1 ONE-TO-ONE CUSTOMER INTERACTION
3.1.1 Interaction
3.1.2 A learning relationship
3.1.3 Community knowledge
3.1.4 Integration and redesign
3.1.5 Privacy
3.2 CUSTOMER RELATIONSHIP MANAGEMENT
3.2.1 Cornerstones of CRM Customer Relationship Management
3.2.2 How does one measure the profi tability in the relation?
3.2.3 The dimensions of CRM Customer Relationship Management
3.2.3.1 Exchange of resources
3.2.3.2 Relational structure
3.2.3.3 Relational phases
3.3 INFORMATION
3.3.1 Type of information
3.3.2 Reach and richness
3.4 PROCESS
3.5 VALUE CHAIN
3.6 CONTACT CENTER
3.7 TELECOMMUNICATIONS
3.7.1 Third Generation Mobile Communications (3G)
3.7.2 Customer differentiation
4 EMPIRICAL RESULT – EXPERTS’ OPINIONS
4.1 CRM Customer Relationship Management
4.2 TELECOM
4.2.1 Contact center
4.2.2 Value Chain
4.3 PROCESSES
4.4 INFORMATION
4.4.1 Privacy
5 DISCUSSION – IMPLICATIONS FOR DESIGN
5.1 CRM
5.2 RICH VS. REACH
5.3 THE POINT OF CONTACT
5.3.1 The substance in the point of contact
5.3.2 The prerequisites for the point of contact
5.3.2.1 The value chain…
Source: Goteborg University
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