A Proposed Cloud Based Solution for Customer Satisfaction in Telecommunication Industry

Abstract

Research demonstrates that the success of a service provider does not rely solely on sales volume but also in retaining existing customers. This research aims to propose a conceptual framework for improving customer satisfaction and thus facilitate service providers in retaining existing customers, specifically in the telecommunication industry in Malaysia. The Malaysian telecommunication and broadband industry is continuing growing each year and the demand for a better service and customer experience is increasing. All providers fight against each other to provide competitive packages with a good pricing plan. There are about 87% Internet users and 118% broadband penetration rate in Malaysia. It is not only good pricing plan that should be offered, it is crucial to know how to maintain the existing subscriber and to gain more trust among customers for increasing new subscribers. The main goal is to create better understanding of customer buying habits, good interaction (reactions or responses to something/helpful returned information) given during customer service and good experience during subscribing the product or services. A cloud-based customer support solution will be designed based on the proposed framework in order to offer a high quality service which satisfies customers in the said industry. Hence, this research focuses customer loyalty and retention marketing. Focus group study will be conducted to identify key determinants which influence customer satisfaction, followed by a survey and statistical analysis in order to determine the relationship between customer satisfaction (effect), existing services and customer experience (cause). The participants for this research will be obtained from one of the leading and largest broadband service provider in Malaysia – Telekom Malaysia (TM (M)) Berhad. As an empirical study, data of customer feedback about faulty restoration will be obtained from Voice of Customer (VOC) using questionnaire from a conducted survey. By providing a cloud-based customer support solution, it is believed that the customer satisfaction level will be lifted and negative feedback will be reduced.