From Communication to Conversation: How Tata DoCoMo Used Social Media as an Effective CRM Tool

From Communication to Conversation: How Tata DoCoMo Used Social Media as an Effective CRM Tool

K Sai Prasad (Department of Marketing Communication, Convergence Institute of Media, Bangalore, India) and Sita Mishra (Institute of Management Technology, Ghaziabad, India)
Copyright: © 2014 |Pages: 13
DOI: 10.4018/IJOM.2014100104

Abstract

How have cutthroat competition and high growth compelled telecom service providers to innovatively use social media to outperform competitors, improve customer communication and maintain loyalty? Why have service providers made huge investments in social media for their CRM strategy? This case study analyses how Tata DoCoMo used social media to positively influence customer experience. The case study will help in understanding the role of social media in customer communication strategies and its impact on customer loyalty, and open up scope for future research.
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Objectives Of Case Study

This case study aims to map the online brand communication strategies of Tata DoCoMo, and analyses the significance of social media in its overall customer communication strategy. The case study attempts to look at how, despite not being a market leader, Tata DoCoMo is acknowledged as one of the most successful and influential telecom brands on social media today, especially in CRM. Specifically, the case study will explore

  • Market conditions at the time of launch

  • Customer communication challenges faced by the brand

  • Design and implementation of CRM strategies through social media

  • Collateral outcomes in favour of the brand

  • How the brand moved from ninth to the sixth position between 2009 and 2012

Methodology

The following methodology was adopted by the researcher in writing this case study.

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