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Authors: Michael Anaman and Mark Lycett

Affiliation: Brunel University, United Kingdom

ISBN: 978-989-8425-05-8

Keyword(s): Customer experience, Mobile telecommunications, Real-time marketing, Customer retention, Decision support, Information systems integration.

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Artificial Intelligence and Decision Support Systems ; Biomedical Engineering ; Business Analytics ; Data Engineering ; Data Mining ; Databases and Information Systems Integration ; Datamining ; Enterprise Information Systems ; Health Information Systems ; Information Systems Analysis and Specification ; Knowledge Management ; Ontologies and the Semantic Web ; Sensor Networks ; Signal Processing ; Society, e-Business and e-Government ; Soft Computing ; Software Agents and Internet Computing ; Strategic Decision Support Systems ; Telecommunications ; Web Information Systems and Technologies ; Wireless and Mobile Computing ; Wireless and Mobile Technologies ; Wireless Information Networks and Systems

Abstract: Retaining profitable and high-value customers is a major strategic objective for many companies. In mature mobile markets where growth has slowed, the defection of customers from one network to another has intensified and is strongly fuelled by poor customer experience. In this light, this research-in-progress paper describes a strategic approach to the use of Information Technology as a means of improving customer experience. Using action research in a mobile telecommunications operator, a model is developed that evaluates disparate customer data, residing across many systems, and suggests appropriate contextual actions where experience is poor. The model provides value in identifying issues, understanding them in the context of the overall customer experience (over time) and dealing with them appropriately. The novelty of the approach is the synthesis of data analysis with an enhanced understanding of customer experience which is developed implicitly and in real-time.

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Paper citation in several formats:
Anaman M.; Lycett M. and (2010). TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company.In Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS, ISBN 978-989-8425-05-8, pages 385-390. DOI: 10.5220/0002888003850390

@conference{iceis10,
author={Michael Anaman and Mark Lycett},
title={TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company},
booktitle={Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS,},
year={2010},
pages={385-390},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0002888003850390},
isbn={978-989-8425-05-8},
}

TY - CONF

JO - Proceedings of the 12th International Conference on Enterprise Information Systems - Volume 2: ICEIS,
TI - TOWARD A MODEL OF CUSTOMER EXPERIENCE - An Action Research Study within a Mobile Telecommunications Company
SN - 978-989-8425-05-8
AU - Anaman, M.
AU - Lycett, M.
PY - 2010
SP - 385
EP - 390
DO - 10.5220/0002888003850390

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