Customer Data Survey: Data Collection Methodology for Mass Market Customers
Horacio Mansilla Telefnica de Argentina.
INTRODUCTION
Deregulation within telecommunication services drove traditional and new telephone companies to focus their strategies towards customers.
The new 'one to one' marketing paradigm has to be dealt with accurate information management in a mass market. Interactivity and databases allow accumulation of a huge amount of customer information, that if well processed and cleverly used provides the company with a large competitive advantage and the ability to maintain a close and lasting relationship with its customers.
Any company wishing to improve its share...