Академический Документы
Профессиональный Документы
Культура Документы
CHAPTER-1
INTRODUCTION
Abstract ………………………………………….
Introduction…………………………………….
Purpose /Need of study ……………………..
Objective of the study………………………..
Limitations of the study…................
Scope of the study…................
Statement of Problem
Over the years, Oman telecom industry has experienced new advanced forms of
communication as well as changing customer tastes. Following these recent trends in
the Oman telecom industry, there has been the urgency to establish how the
telecommunication companies in the Sultanate of Oman provide comprehensive
quality of services to their customers as well as the Customer Relationship
Management practices implemented by them.
As indicated from the title, this study will venture on Customer Relationship
Management strategies used by Oman telecommunication companies. Hence, the
study will only be limited on telecommunication companies serving the Oman
nationalities and expatriates of Oman. In addition, the study will only focus on
customer relationship management as the only strategy in mitigating challenges facing
the telecommunication industry in Oman although it is known there exists other
factors affecting the industry.
CHAPTER: 2
Literature Review:
Khodakarami and Chan (2014) assert that, customers form a key part of business
development and thus there is need to ensure that they are highly engaged through
integration of a number of key practices, which provide an integral understanding
where it would be possible to understand the needs and preferences of customers in
the market. Therefore, customer satisfaction is a continuous aspect, which dictates the
level of engagement where it would be possible to understand important processes
that can be integrated within management to help in boosting the level of commitment
among customers (Anil and Sunder , 2011).
Employees plays an integral role in improving customer experience. Therefore, this
section of the paper provides a detailed literature review on customer relationship
management practices and how they influence both business and engagement within
the market (Khodakarami & Chan, 2014).
According to Orenga-Roglá and Chalmeta (2016), Customer Relationship
Management (CRM) can be defined as an institution’s policies where a customer
directs strategies, practices, and technologies used by companies intricately at the
attainment of utility and usage behaviours.
Many companies are considering integrating these practises within their operational
environment in order to keep track of customer preferences. However, it is important
to understand that many companies do not effectively understand the best practices,
which can be considered on evaluating CRM, (Wills and Thomson, 2016).
Therefore, there is a need to evaluate a greater focus on important aspects which
define organizational focus on these concepts. Organizations frequently employ the
use of CRM systems to gather and compile data relating to customers ranging from
different points of contact that are between the company and customer, (Anil and
Sunder , 2011).
Sources of such data include telephone, a company’s website, direct mail, live chat,
social media, and marketing materials. These systems are also designed to offer
detailed information pertaining to customer purchase history, their personal
information, concerns and buying preferences (Orenga-Roglá &Chalmeta, 2016)
Customers tend to have a greater level of focus on important elements which define
the level of engagement within their respective organizational setting, (Willams and
David , 2016). Managing corporate customer relationships is essential in creating a
highly transformed setting, (Anil and Sunder , 2011)where it is possible to
understand key aspects that need to be incorporated within business environment to
achieve a greater level of customer satisfaction. CRM practices require the use of
various tools and systems to ensure that organizations are fully focused on customer
needs and thus develop a competitive advantage over their competition by offering
customer-oriented services against previously emphasized methods such as a product-
focused orientation, Martin, G and Wills, R (2013). Omantel utilizes the use of
enterprise resource planning (ERP), a system designed to ensure that company’s
systems are fully integrated to enable effective performance. Due to the importance of
adopting a CRM system, the company viewed it as prudent to integrate an ERP
system in its processes to simplify internal business processes, which included the
manner in which customers were handled and the time of delivery between the times,
a customer ordered a product or service and time of delivery of such service, (Robin
and Walter , 2013).
Chapter-3
Theoretical Study
Customer Relationship Management Influential Factors
Value for Money
Omantel, previously known as General Telecommunication Company- GTO provide
service, uses Cost-Based approach for allocating price in its business units for all
products and services. This effective approach is most commonly applied in a
competitive telecom industry, (Ali and Mazin, 2017). The group's main activity is to
provide efficient telecommunication services. It works in two business segments:
Telecom department helps to provide operation and maintenance services for
payphone network. Broadband segment helps to provide internet and TV services
over cable. The group mainly operates in its domestic market though it has recently
expanded to include other nations within the region such as Kuwait (Omantel Final
Report, 2017).
Pricing:
Omantel charges premiere pricing because of its existing policy that involves price
differentiation in most of its business units (Khan and Kaddafi, 2015). Moreover, it
does not charge high prices for products and services offered. It also uses this form of
pricing for new products/services placement where it uses such features to determine
differentiation between its products and those offered by the competition and thus can
adequately gauge if its market presence is high or low (Haitham& Khan, 2016).
Competitive Pricing:
Recently, Ooredoo adjusted its charges to 20 baisa (1000th Unit of an Oman rial) each
minute in a move where it sought to become the cheapest telecommunications vendor
in Oman as the previous low was set at 25 baisa per minute to make a call. Pricing is
one of the mechanisms employed by other companies such as Awasr, which have
effective supply systems to enable them to offer products and services at an affordable
rate (Ali and Mazin, 2017)
.
Organizational Culture:
According to Nyadzayo and Khajehzadeh (2016), oorganizational culture plays an
integral role in shaping organizational focus on customer engagement practices. There
is significant need to ensure that the processes that are put in place create a highly
integrated operational environment. Organizational culture therefore dictates the
ability to integrate positive measures, which dictate customer engagement strategies
that are put in place (Wills and Thomson, 2016). The current organizational climate is
highly evolved where the focus has shifted from the previous closed cultural
engagement and focused on diversity within a corporate environment. Organizations
that are diverse are more appealing to a broad clientele, and thus different measures
have been integrated into work environment focusing on creating a profoundly
revolutionized workplace that can adapt to the changes that are being incorporated
within the workplace
The Elements of an Effective CRM Practices
CRM practices are crucial in defining organization operational environment since
they play an integral role in creating a higher level of focus where it is possible to
achieve a greater level of understanding (Willams and David , 2016). Every
organization therefore selects its own CRM practices based on the existing resources
and capabilities, which create a crucial environment where it is possible to achieve a
highly committed and engaged business organization within the market. The major
CRM practices include string feedback across public relations sectors, which include
both physical and online, cross training of employees, setting up workflows and make
changes based on experiences and market research (Ali and Mazin, 2017).
Awasr has significant focused on integration of strong feedback across its online
platforms where it has been having an 81% response, which have created a highly
transformed operational environment where the company has been able to improve
the number of its subscribers especially the youths. Ooredoo has strategically focused
on cross functional training of its employees in order to create a new experience in the
market. Omantel has integrated both strategic training of its employees as well as
online presence to address the diverse issues that its customers might be having (Ali
and Mazin, 2017).
Choudhury and Harrigan (2014) state that, in order to effectively understand the
influence of CRM within an organisational environment, it is important to understand
the CRM plan which provide focus on the underlying concerns regarding the best
possible practices or consider in making a decision on implementing CRM. Effective
CRM plan should be based strategies that the company. The strategic focus in this
case provides a greater focus on flexibility of the strategy that is adopted hence
creating a highly developed business environment (Khan and Kaddafi, 2015).
Customers are crucial in business development and thus the approach that is put in
place should be based on promoting positive customer’s traits, which can be
effectively handled by the company using the available resources (Willams and David
, 2016).
The ability of an organization to organize its operations to meet the existing market
demand is crucial in shaping the underlying business concepts wince it is possible to
achieve a higher level of understanding on the concepts that are discussed. Most
companies do not decently integrate CRM within business development since it is
possible to achieve a greater level of organizational engagement. The objective in this
case is to minimize the challenges that customers get when seeking to engage market
from a different source (Choudhury &Harrigan, 2014).
Awasr has integrated a more flexible management plan, which is more likely to have
a positive influence on the company performance based on the existing levels of
engagement. Omantel has integrated a new strategic plan, which has focused on
transforming its operational environment in order to achieve a highly competitive
advantage within the industry. Ooredoo on the other hand has remained stagnant
although its strategies are based on individual relations with customers where they
develop greater level of trust with customers (Ali and Mazin, 2017).
Armstrong et al. (2015) highlighted that customer relationship management strategic
capabilities are important strategies that are developed to create a highly diverse
operational setting where it was possible to achieve a greater level of success based on
customer engagement. These capabilities include technology, process, knowledge and
insight. Each capability plays a different role in creating a highly diversified business
environment where it is possible to achieve a higher level of success within business
environment (Marshal and Lucks , 2017). Technology in this case focuses on skills,
abilities and attitudes of individuals who manage the CRM; process includes the
strategic processes that the company uses to interact with its customers across diverse
markets in order to achieve a high level of customer satisfaction (Anil and Sunder ,
2011). Knowledge and insight are strategic approaches that a company uses to add
value to customer data in order to ensure that the have the much needed information
to help improve the existing relationship between the customer and the company.
Individual’s engagement provides a detailed understanding where it is possible to
achieve a highly integrated business environment (Armstrong et al., 2015).
Customer value proposition is a well-defined and developed marketing statement
(Taylor and Willson, 2017)that is related to a specific product or service, which shows
clearly, why customers would benefit from purchasing it. A customer value
proposition is therefore a key statement that most business organizations usually
develop to ensure that customers are well engaged in using a given service or product
that is offered by the business organization (Wills and Thomson, 2016). It highlights
why customers should prefer a given product or service that is being offered by a
given business organization in respect to other products in the market. Thus, it seeks
to provide a clear understanding of the benefits that a consumer is likely to have while
prioritizing the products and services that are being offered by the company.
Customer value proposition therefore headlines product or service based on a given
target audience (Chang, Wong & Fang, 2014).
Awasr, Omantel and Ooredoo have significant resources, (Ali and Mazin, 2017)which
means that they are able to integrate strategic elements, which define their overall
performance levels based on the changing telecommunication industry. Therefore, the
ability to organize resources creates a highly diversified business environment where
it is possible to achieve a greater level of organizational development (Khan and
Kaddafi, 2015). The level of organization within these companies varies significantly
depending on the level of engagement as well as the planning processes that have
been integrated within workplace to boost customer relations. (Nyadzayo &
Khajehzadeh, 2016).
(C)
(B)
1.Enhance customer
1.Full systems value
integration
2.Share holder value
2.Employees awarness
&training 3.Enhance market share
3.Enhance culture 4.Improve customer
satisfaction
4.Management support
The framework from figure 1.0shows thatthree steps required for better CRM process
which will lead to best outcomes. It‘s a salesforce contact software like the ones sold
by salesforce.com or telephone call centers for contact management or loyalty
programs hencethe above framework shows emerging practices and strategies of
CRM. The current situation in the telecom companies indicates that there is a lack of
different processes integration which should consider the organization strategy and
the overall performance. There is a culture gap which is one of the barriers in
improving the employees understanding and awareness of the CRM. Currently there
is not enough management support to the improvement of the CRM due the culture
gap and people understanding and awareness.
The above diagram is illustrating the suggested framework of the three
important steps to have a good CRM in companies after considering the current
situation:
The “A” are the steps and processes that need to be implemented at the
beginning, which is the alignment of the organization strategy and overall
performance. This will happen after the integration of systems and process.
The “B” is what you need to do, what sort of actions. This is the
implementation plan to reduce the culture gap by improving the employee’s
awareness and understanding with the support of the management team.
The “C” are the results after implementation of the first two steps like the
improvement of the customer satisfaction which will lead to gain more market share
and more satisfaction of the shareholders.
Chapter Summary
Customer relationship management is one of the basic aspects that an organization
must consider in creating a highly engaged workplace environment where it is
possible to achieve a greater level of organizational success. Employees form a key
part of business although they have varying preferences, which must be effectively
evaluated to create a highly integrated understanding on the outcomes.
Telecommunications companies that have been evaluated in this case Omantel,
Ooredoo and Awasr have adapted varying customer relationship strategy which focus
on achieving common objectives. This means that an organization must choose a
customer relationship management strategy based on its operational strategy as well
as organization objectives.
Chapter 4
Research Methodology
Introduction
According to (Markesan and Miller, 2017), research methodology is the procedure
used to gather information and data for the purpose of making business decisions.
They further said that the methodology which include publication researches,
interviews, surveys and other research techniques could include both present and
historical information. The study used a mixture of quantitative and qualitative
approaches whereby 30 respondents (Omantel, Oreedoo, and Awasr employees) took
part. Data were collected during the month of April 2019 in Muscat, Oman’s capital
city. This chapter described the nature of the report, the procedures of data collection
and the kind of data collected as well as the approaches used(Robin and Walter ,
2013).
Research Design
This study has adopted a descriptive research design that describes the characteristics
of the target audience. Besides, descriptive research is appropriate as it validates the
objectives of the study when handling a specific group of people. When conducting
any study, descriptive research allows the researcher to measure the significance of
the results obtained on the overall population under study, as well as the changes of
the respondent’s opinions, attitudes, and behaviours over time. According to Taylor
(2010), descriptive research involves comprehensive analysis, interpretations,
comparisons, and identification of trends in the relationships involved in the study.
Descriptive design was ideal because this study was carried out in a limited
geographical scope, hence, logistically easier and simpler to conduct considering the
limitations of this study. Therefore, this study has applied descriptive survey to
examine the key aspects in the telecommunication companies and the impact on the
CRM practices with a specific focus on the Oman’s telecommunication industry.
Target Population and Sampling Size
Target population in a research is the entire group of people or events that have the
same attributes that can be observed (Crewes, 2015). In this study, the researcher
targeted 30 participants in the telecommunications industry in Oman. The 30
respondents comprised of random Respondents’ Profile for Questionnaire
Sampling Technique
In a study, sampling procedure involves selecting of respondents from the whole
population to determine the characteristics of the participants. According to Dawson
(2014), the sampling technique should represent the more confident in representing
the whole population. The study adopted a random sampling technique because it
determined the sample that acted as the representative of the larger population.
Random sampling ensures that all individuals in the population have an equal chance
of being selected. In this study, the respondents who are the customers and employees
of Omantel, Oreedoo, and Awasr were selected randomly from the entire population
to participate in the study.
This chapter presented the research design and approach and the different sampling
techniques used. The chapter also presented the different data collection methods used
during the research phases with presentation of the timelines planned for data
collection. The chapter ended by very important section which the data analysis
The next chapter is going to reveal the results of the data collection and the analysis
processes involved. There will be detailed information on the presentation, analysis
and presentation of the data collected. All questions in both the questionnaire of the
customers and the employees will be analyzed focusing on the CRM practices in
Omantel, Ooredoo, and Awasr.
Chapter 4
Data Analysis and Presentation
Introduction
This chapter will detail the analysis and interpretation of data gathered during the
study. The researcher used retrospective study where SPSS was most suitable for data
analysis. Gathered data was studied and documents were used to answer the questions
communicated in the statement of the problem. The analytical procedures are
arranged according to the sequence of specific questions (Khan and Sunder , 2013).
Data Analysis
Once data has been collected in a research, the next procedure is to analyze the
gathered data. Data analysis is a systematic process of applying statistical techniques
to describe, illustrate and evaluate the various data collected. The goal of data analysis
is to find actionable insights that can inform decision making, (Hall and Mittal ,
2015). Using the collected data in this study, the researcher will use all the required
techniques to bring out a clear and vivid understanding of the variables of the study.
Besides, the study will document and analyze all the findings collected efficiently and
ensure that they have responded to the set objectives of the research, (Marshal and
Robin, 1998).
Presentation of the Data
The analyzed data was expected to yield qualitative and quantitative results. The
outcome of the study was presented in tables and pie charts. The researcher ensured
that the set of data gathered were in line with the objectives of the study (Martin and
Geffory , 2015).