Being one of the most established telecommunications company both regionally and globally, it is important for Etisalat to put in place measures that will enable it to attain and sustain its competitive advantage. Currently, Etisalat has put in place various measures that are aimed at ensuring that its products are the most preferred in the market, and customer satisfaction initiative is effective in attracting and retaining the customers. However, more needs to be done especially within the front of customer attraction and retention initiatives.
The behavior of customers in respect to the company’s activities and particularly cancellation of services and the reasons behind these cancellations should be analyzed carefully. Cancellation damages the image of the company and its business since it directly translates to loss of revenues. In case a high number of customers decide to cancel the ordered services at a given time, the losses from foregone charges on customers can be significant (Walters, Kadragic, and Walters 90).
One of the issues that should be analyzed as far as customer cancellation is concerned is the level of information or misinformation that customers have regarding the product. Information is a vital aspect in any business that relies on offering its services as its main model.
This information should be dissipated in the correct manner and through the right channels because if such information is distorted through malicious transmission channels or any other way, it becomes misinformation. Misinformation is likely to lead to loss of customers because of the level of deviation from what was originally meant to be relayed to the customers. Correct information regarding a product or service will enable the company to retain its customers, thereby, reducing cancellation of services.
This can be achieved through enhanced marketing strategies that should help the company expand its marketing initiatives with an aim of creating awareness about its service to a wider customer base (Gryna, Chua, and DeFeo 78). In addition to effective marketing strategies, there is a need for efficient advertising strategies that aim at ensuring the products are familiar to all the customers.
In addition to information, another reason that can lead to cancellation of services by the company’s customers is their satisfaction levels. Customer satisfaction is a very important aspect that should be incorporated in any customer retention initiatives undertaken by the company. This is attributable to the fact that satisfied customers are not likely to cancel the services provided to them, while dissatisfied customers are more likely to cancel their services with the company.
In light of this fact, the company should institute more measures aimed at enhancing the levels of satisfaction among its customers. This might include timely response to queries, improvements in the services offered, and enhancement of the overall customer experience through hiring competent customer care (Ayish 385).
The third and final aspect that might be behind customers’ cancelation of services is pricing. Pricing is an important factor in any market where any form of competition is involved. Currently, Etisalat enjoys monopoly status in the country, and this implies that its pricing decisions have an impact on the entire market.
Customers are bound to compare the company’s and competitors’ prices involving similar services and products. This, therefore, implies that the company should have a proper pricing mechanism that will make it align its prices with those of smaller players within the industry.
Works Cited
Ayish, Muhammad I. “Virtual public relations in the United Arab Emirates: A case study of 20 UAE organizations’ use of the Internet.” Public Relations Review 31.3 (2005): 381-388. Print.
Gryna, Frank, Richard C.H. Chua, and Joseph A. DeFeo. Juran quality planning and analysis. New York: McGraw Hill, 2010. Print.
Walters, Timothy N., Alma Kadragic, and Lynne M. Walters. “Miracle or mirage: Is development sustainable in the United Arab Emirates.” Middle East Review of International Affairs 10.3 (2006): 77-91. Print.