DIFFERENTIATED SERVICES TO ON-LINE CLIENTS: A CASE STUDY IN THE TELECOMMUNICATIONS INDUSTRY

ABSTRACT

In the current competitive scenario the relevance of technology to leverage an enterprise performance is undeniable. New challenges come about at increasing frequency and intensity and are potentiated by a net of environmental, political and economical changes that drive companies to adopt new attitudes and to look for, on a regular basis, new ways to differentiate themselves from their competitors.

The Internet is one of the tools that companies have at their disposal to face these challenges revealing itself to be a great mean to keep contact with clients and to strengthen the relationships with them. It has also proven itself to be useful to expand a company’s market.

Therefore, this tool was chosen to be the object of a case study carried along in Telefónica that will be presented in this article.

KEYWORDS
Customer care; On-Line Marketing; Competitiveness