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Telecom's search for the ultimate customer loyalty platform

Rick Ferguson (COLLOQUY, Milford, Ohio, USA)
Bill Brohaugh (COLLOQUY, Milford, Ohio, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 2008




The purpose of this paper is to present an up‐to‐date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings.


The paper examines, case by case, three major telecommunications companies and identifies current and future offerings as they pertain to service initiatives and customer loyalty and retention. The paper also offers a broader overview of the telecommunications industry as a whole and identifies some major trends in the current landscape.


The paper finds that companies with sound customer strategies can use this as a differentiator in an increasingly muddled market. In an increasingly competitive market, customer loyalty efforts can play a major part in the attraction of new customers and the retention of current ones. Companies must transition to offer a suite of services as “bundling” strategies proliferate and further ignite pricing wars.

Practical implications

Marketers dealing in the telecommunications arena are entrenched in an exciting era of industry growth. As consumers' choices expand, the importance of a sound customer relationship strategy becomes more and more important for the success of the company.


The paper provides exclusive interviews with representatives from some of the largest telecommunications firms in the industry today. It contains expert analysis and breakdown on loyalty marketing strategies that can complement telecommunications service offerings.



Ferguson, R. and Brohaugh, B. (2008), "Telecom's search for the ultimate customer loyalty platform", Journal of Consumer Marketing, Vol. 25 No. 5, pp. 314-318.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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