Action-based System to Maintain Customer Loyalty

Johannes Adler

In 1993, Deutsche Telekom began to tackle systematically the issue of customer satisfaction. To this end, Deutsche Telekom uses the TRI:M system from Infratest AG in Munich. TRI:M produces data about customer loyalty and customer satisfaction with Deutsche Telekom's products and services.

Action-Based System to Maintain Customer Loyalty.

Johannes AdlerDeutsche Telekom AG, Germany

1. THE COMPANY

With sales revenue of DM 64 billion, Deutsche Telekom AG is the third largest telecommunications company in the world.

  • 1994 sales revenue: DM 64 billion
  • Third largest carrier in the world after AT&T and NTT
  • Fifth largest German company
  • 38 million customers

This level of sales revenue gives us fifth place in Germany. As far as the number of customers is concerned we are surely the largest and most significant German company. For, which national company can say that almost everyone is its customer? 96%...

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