Building a Long-Term Relationship Between the Consumer and the Company in the Telecommunications Market

Student: Vorobeva Kseniya

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2016

The author analyzes telecommunication market players experience, reveals the Er-Telecom company growth zone and offers a set of measures to create long-term relationship with a client, preventing churn of recently connected clients. Typical sales funnel in the telecommunications market is alike a hourglass consisting of awareness, interest, purchase, ownership experience and re-purchase. When client reaches the stage of the re-purchase the experience with a company should be positive and customer should be satisfied with an initial contact. Thus developing measures to reduce the client churn is necessary to cover all business processes that affect interaction with a company. Today is not enough to work only on the final stage of client life cycle and try to keep customers when they have already decided to terminate the cooperation.

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