Providing online customers with an 'extraordinary customer experience'in telecommunications markets

Date of publication: October 20, 2002


This paper examines important issues facing telecommunication firms with regard to their website design. The key finding is that telecom websites are complex by trying to achieve many different roles simultaneously. The paper stresses the importance of usability as a means of creating positive online experience and in turn customer satisfaction. This is all the more relevant for telecom firms where the user rarely has direct exposure to the organisation. Consequently the online experience can directly translate into overall satisfaction, regardless of other factors. Good usability thus plays a fundamental role in creating customer loyalty, retention and ultimately customer value.

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