Master of Marketing Managing Customer Relationships Total Customer Experience Case Study: Optus Mobile Phone Services Contents Part 1: Brand Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile phones and mobile phone service has become a highly competitive and increasingly mature business around the world. Customers are more and more demanding as mobile phones are turning into commodity, a status symbol and a lifestyle statement. The mobile …showed first 75 words of 3351 total…

…showed last 75 words of 3351 total…Prentice Hall International, USA. Fordham, A. 2003, 'Mobile numbers can answer every trivial request - Handheld Accessories', The Australian, November 02, 2003, Retrieved: March 27, 2004, From Factiva 'Mobile First', Gold Coast Bulletin, June 04, 2003, Retrieved: March 27, 2004, From Factiva The Power of "yes" 1999, Retrieved: March 27, 2004, from http:// www. optus. Com. Au/vign/ viewMgmt/display/0,2627,1031_30524-3_31346-view_303,00.html Seybold, P. B., Marshak, R. T. and Lewis, J. M., 2002, The Customer Revolution-how to thrive when your customers are in control, Business Books, London