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The marketing agent of a long distance phone service of the PhoneLink Co Ltd sells to a potentially high usage customer wireless service on three cell phones and includes a bonus of 1000 free minutes of service. First, the customer finds the wireless service does not work in his hometown, nor dies it work in the first city to which he travels. After multiple calls to customer service, the customer finally obtains the full service for which he had contracted.
When the customer receives his first bill, it is wrong, providing the free hours of service on the first phone but then billing hundreds of dollars in charges for the other two. The customer calls billing and after long explanations is finally able to rectify the company's errors.
After two weeks, the company's fraud department shuts off the customer's phone service because his long-distance charges far exceed typical bills. Again the customer calls to explain, as he did in his first contact with the company's marketing agent, that he periodically amasses high phone charges due to high volume travel and relatives abroad. The company restores his service...until the fraud department cuts it off again in two weeks for the same reason.
(a) Describe the CRM strategy of the PhoneLink Co Ltd?
(b) What are the three developmental stages that the company should adopt for customer acquisition and management?
(c) Discuss on the five foundation pillars for strategic customer care organizations where customer care becomes the culture and practice and customer dependency becomes reality.
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