Synopsis
The wave of global deregulation has resulted in increased competition, greater customer choice, and therefore greater customer power. To win business, operators have had to undertake innovative promotions other than discounts and promotional offers, but to be effective, they will have to understand the needs and wants of the customers, and meet those. Having gained the ability to ‘vote with their feet’, customers can exert significant pressure on the operators to supply what is wanted rather than what is available. This report discusses two of the tools being used to improve customer service, improvements in billing and operations support systems.