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

K Sai Prasad and Sita Mishra
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K Sai Prasad: Department of Marketing Communication, Convergence Institute of Media, Bangalore, India
Sita Mishra: Institute of Management Technology, Ghaziabad, India

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 4, 52-64

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.

Date: 2014
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