Strategic Management/Marketing Management

چکیده مقاله

The objective of this paper is to understand the Balanced Scorecard parameters for measuring Customer Experience management activities for cellular operators. Based on focus group interviews with 150 experts from the Telecom industry, factor and regression analysis, the paper proposes “BACEMTO Framework”, for measuring performance of Customer experience management activities of a cellular operator. The Telecom Industry is growing at a fast rate but the annual churn rate for operators is increasing substantially. Cellular service providers agree that delivering an optimal customer experience will lead to reduced churn rate, increase ARPU and minimize operational costs. Researchers have conducted studies on customer experience as a separate construct, but none of them concentrates on how to measure Customer Experience Management with the help of a well-defined, balanced scorecard metrics framework for Cellular operators.  This study will help cellular operators by providing them a framework for measuring the customer experience management activities which in turn help them decide the CEM activities which are most effective and the ones which need to be improved thereby enhancing customer experience. 

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