T-Mobile recently gone through some difficulties. The main issue is a high turno
ID: 387322 • Letter: T
Question
T-Mobile recently gone through some difficulties. The main issue is a high turnover in customer retention which has led to regressing sales. Despite aggressive campaigns to attract customers with lower mobile phone prices, the company has been losing large number of its most lucrative two-year contract customers. Management wants to know why so many customers are leaving and what can be done to keep existing customers and attract new customers.
Write a literature review for the case above. Please, include references at the end of the paper and in text citation.
Explanation / Answer
T-Mobile has been losing customers because of below reasons:
1. Lack of personalised plans for the individual customers since most of the plans are standard and modifications cannot be done.
2. Lack of quality service provided to the customers: Customers feel dissatisfied with the service levels of the company since their complaints do not get resolved on time.
3. Costly plans: Most of the plans provided by the company are costly and the customers cannot afford them. That is why their target base is tefucire and low and middle class people are discontinuing their plans.
Strategies to keep existing customers and attract new customers:
1. Revise the plan fee: The company has to work in order to keep the plans affordable for their customers and pocket friendly so that their customer base does not shrink.
2. Provide customised plans: The company must innovate and provide plans which suit customers requirement. Customers must be able to modify the plans at their will and there must be flexibility in the plans.
3. Improve service levels: Also the company must ensure to provide best quality service to the customers and resolve their problems. The company must have their service centres which are accessible by the customers.
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