Developing brand relationships sounds like a good thing to do. But what does this really mean in practice? Introducing a brand to consumers, and reminding them of that brand is the main task of brand advertising. However, this is not the same as creating and fostering a ‘brand experience’. That comes down to how someone is treated over the phone, face-to-face or online.(read more)

A decade ago, ‘customer is king’ was an almost universal corporate mantra, yet one observed more often in the breach than the observance. By contrast, in today’s highly competitive IT markets, products have become more commoditised and, as a result, real differentiation must increasingly come from superior service and support. This means that companies now take this area of their operation seriously and no longer simply pay lip service to customer service quality, right?(read more)

Telecoms operators today are increasingly interested in exploring the benefits of outsourcing their CRM and billing systems to third party solutions providers. Cambridge-based research company, Analysys expects the Western European market for outsourcing technology and customer services by telecoms operators to show 6 percent annual growth between 2005 and 2010, rising from EUR5.9 billion to EUR8.0 billion.(read more)