We have studied CRM in a service provider's perspective on behalf of
Ericsson Microwave Systems AB. The question at issue we decided to
investigate is 'How should a service provider set up a point of contact in
order to manage customer relations in the 3G mobile Internet?' To reach a
conclusion we have conducted a qualitative study including literature survey
and three interviews.
This thesis is a design proposal for how to set up an Internet based point of
contact in order to manage customer relations in the 3G mobile Internet. In
order to get a base of knowledge about customer service we have studied
one-to-one customer interaction, Customer Relationship Management
[CRM], and contact centers. We have also looked at the telecom business
and it's particular value chain.
The service provider is becoming a provider of subscriptions containing
services. In order to provide e.g. network access for the subscribers the
service provider must form an alliance with a network operator. This alliance
can also be increased with other suppliers of whatever services that adds
value to the subscriber. When the service provider forms this value chain, it
is the requirements / demands and needs of the subscriber that sets the
framework of what to include.
The point of contact can be seen as processes that help the subscriber
manage her subscription. The processes we have identified as the core
processes in the point of contact are sales, order handling, problem handling,
and invoicing and collections.
With 3G the services will become more complex not only because of the
technological possibilities, but also because the service providers will build
alliances with the most suitable partners. That implies co-operation on an
organisational level when the subscriber has a complaint regarding her
subscription.
The service provider should provide multiple channels for interaction with
their subscribers. The subscriber should then be able to adapt the content in
these channels to suite her own personal preferences.
The p...
