The Efficiency of Listening Tools’ Usage in Customer Relationship Management: The Case of Telecom Companies.

Abstract

The purpose of this paper is to examine the utilization of listening tools by telecommunication companies to obtain information about customer preferences, needs, and perceptions of companies’ performance to facilitate customer relationship management and to identify some leading activities for managing customer relationships and satisfaction. A survey addressed to employees at three management levels (top, middle, and operational) at the three leading mobile telecommunication companies in Saudi Arabia. The most effective listening tools are those that align with the organization’s objectives. Customer complaints and visits were the most effective and important tools, while observation and focus groups were the least effective listening tools that Saudi telecom companies use. Further, the study profiled the factors drawn from the major objectives of using listening tools in two main areas: customer satisfaction and customer relationship. A further study might expand the scope of this research by observing only social media platforms in a complaint-handling context. Additionally, the uses and benefits of listening tools and their impact on customer satisfaction and relationships might differ across different consumer business service sectors. The findings will shed some light on the telecommunication sector in Saudi Arabia for policymakers and administrators for the purpose of planning, designing, and using listening tools in customer relationship efficiently and effectively. Telecommunication companies should invest in advanced technology and prioritize social media to get in touch with customers and be close to them. The primary contribution of this research is its discussion of a variety of customer listening tools used by Saudi telecommunication companies. Additionally, this study profiled the factors drawn from the major objectives of using listening tools in two main areas: customer satisfaction and customer relationship.

Keywords: listening tools; customer relations; customer satisfaction; customer service