A Case Study of Clustering Service Strategies to Smartphone Users

Abstract

A conventional clustering service strategy to divide smart phone users requesting for customer services is based on service levels, e.g., usage support, product maintenance, and others. To provide higher quality services, innovative strategies in clustering services are critical to service providers. Varied factors have to be considered before service agents interact with customers. Therefore, this study purpose is to help service providers find innovative clustering service strategies by conducting qualitative research methods. In cooperation with a case company in Taiwan, a systematically randomized method is adopted to obtain marketing data of the smarphone users' basic information in between 2010 and the latter half of 2011. In total, 23 recordings of interviews obtained between agents and users (averaging 8.03 minutes each) are transcribed and then analyzed by using Nvivo 9.0. As a result, this study finds four fundamental elements that demanded special attention from 377 notable points in all service processes. Finally, an innovative clustering service strategy, TEACHER, is obtained after incorporating analysis results of service content details which are pertaining to a three-phase service (i.e., activation, delivering, termination). Detailed descriptions about the application of this innovative strategy are provided.