BUS7B33 Customer Continuity and Growth assignment sample
Introduction
The implementation of the strategies for the organisation helps in better working of the organisation that leads the organisation to perform well in the global market situation. The customer management of the organisation helps the organisation to enhance the performance of the organisation and it too helps the organisation to effectively maintain the growth of the organisation quite well. Therefore, the better working of the organisation leads the organisation to implement effective approaches that help in the management of the organisation and helps in the progress of the organisation quite well. In this report, the implementation of the strategic plan for the organisation and the proposed strategy for the organisation helps to understand the working of the organisation quite well.
Background of the organisation
The BT Group is situated in the United Kingdom (UK) that helps in providing communication facilities with the help of communication services to the customers that help in connecting with people in their day-to-day lives of the people (Bt.com. 2022). Moreover, the company believes that the change in technological management is leading the people to connect with one another more than even helping the customers to live, work and work together. The strategy which the company follows is the effective management of the stakeholders of the company so that it helps in making a positive change in the development of the company effectively.
Proposed Strategy
The interactional communication model helps in understanding the way the communication management of the organisation helps in managing the communication messages within the physical and psychological contexts. Moreover, the interaction communication model helps in determining the traits of the individuals through the process of interaction as it helps in understanding the behaviour of the individual that helps in creating the situation quite well. The interactional communication strategy helps in understanding the culture, experiences and backgrounds of the people that helps in keeping the innovation and management of the company quite well (Zainal et al., 2021). The BT Group with the help of effective connection provided to the customers helps the customers to connect with others quite well and the impact of better connection services provided to the customers helps the customers to attract more to the company. The proposed strategy for the model implementation of the company is to make sure that the company is able to monitor the employee’s and customers’ connection and service satisfaction through the online platforms as it helps in gathering feedback quite easily. Therefore, the help of a better optimisation system of the company helps in better performance management of the company effectively (Yang et al., 2020).
Figure 1: Interactional Communication Model
(Source: Yang et al., 2020)
The integrated communication model helps in making the communication possible with the help of effective communication through various communication channels that help the customers to interact with the brand quite well. The integrated communication model helps in understanding the cultural management of the company and helps in motivating the communication of the employees that helps in motivating the intercultural communication management quite well (Nadeem et al., 2020). Communication helps in understanding the problems and even helps in marketing communication management of the company effectively and the way it helps the company to progress quite well. The BT Group with the help of an integrated communication model helps in managing the communication services of the company with the help of understanding the way the promotion and marketing of the company are done by understanding the demands of the consumers effectively.BUS7B33 Customer Continuity and Growth assignment sample
Human Resource Management of the company helps in understanding the management of the motivation of the consumers so that it helps in better branding and promotion of the products of the company quite well (Raja, 2020). The proposed strategy for the implementation of the strategy of the company is to look after the demands of the customers and to be understood with the help of both offline and online services that help in understanding the problems faced by the customers on using the services of the company.
Figure 2: Integrated Communication Model
(Source: Raja, 2020)
The proposed strategies management of the company has to be quite good as it helps the company to flourish well in the competitive market situation and also it helps the company to understand the way it progresses well in the market. Furthermore, the company has to make sure that the company is able to understand the way the demands of the customers are looked after and the way the services of the company help in mitigating the demands of the customers on time. The company also has to make sure that the services of the company both online and offline are good and as the purpose of the company suggests in providing better connectivity services for the customers without any kind of hindrances therefore, the proposed strategies may help the company to achieve the purpose successfully. The interactional communication model helps in making better communication between the employees and the customers that helps in managing the services of the company quite well so that it helps in understanding the change in the behaviour of the customers due to the situation and the way it impacts in the service management of the company. Communication management helps in managing the marketing of the product which helps in the enhancement of the business model taken up by the company quite well (Sulaeman and Kusnandar, 2020).
The communication management of the company helps the company to understand the demand management of the customers and the way it helps the enhancement of the products of the company quite well. The BT Group is a telecommunication service provider situated in the UK that helps connect people to their family and friends by providing better service management and even mitigating problems faced by the customers on time. Thus, the company makes sure that the company is able to manage the services both through the offline and online methods that help the company to flourish well and even help the company to progress well in the competitive market situation. The company has to make sure that the company is able to understand in order to make the better working of the company the effective strategies have to be implemented quite effectively that helps in the progress of the company quite well.
Implementation Strategy
| Actions needed | Things to implement | Implementation process for customer continuity | Departments involved | Time required |
| Telecommunication Service Development | Product quality monitoring, taking regular customer feedback, data plan validity and consistency checking, coordinating customer choice, regular updates about new product lines, online service feasibility and assessment of product lifetime | BT Group will communicate the details of product specification, product range, validity and continuous monitoring through digital media and channels as well as the use of print media as newspaper, magazines for widespread consumers, assessing product lifetime online for consumer satisfaction and retention. Customer continuity will help to improve organisational sustainability to optimally reach the consumer and follow (Oluwafemi and Adebiyi, 2018) | Operations and management, marketing department, technology provider, call centres, technical assistance | 4-5 Months |
| Consumer-friendly data plans | Communicate discount, offer, gift, long term data plan, and competitive price compared to rivals, seasonal concession in electronic types of equipment | The company will communicate the competitive price through mobile apps, payment interface as well as promoting in billboards, television and radio about the new development in data plans with viability. Clear conversion with customers for product plans in digital media through different channels will broaden the consumer base by increasing satisfaction levels (Juska, 2021). The effectiveness and specification with continuous delivery and business engagement are communicated to the global consumer base of the company for more engagement with facilitating service to enjoy personal time. | Operation management, the marketing department, advertising content developer, call centres, and media channels | 2-3 Months |
| Places of network distribution | Communicating availability of products and services through touch points, customer accessibility, logistics and supply chain efficiency | Positioning the touch points through business engagement and communicating deliberately with certain gaps, connectivity, vicinity to customers, logistics availability, supply chain versatility through online and offline communication. Concurrent services for maintaining product life cycle in the time of disruption and product effectiveness through close offline and online interaction for service continuance. Localization of network enhances the navigation and tracking of services with location-based services (Laoudias et al., 2018) | Operations and management, technical service support department, celebrities for endorsement of product and services, call centres | 3-4 Months |
| Public relation | Maintaining interactive public relation, taking feedback, assessing consumer behaviour, preferences and desire, communicating user manual, after-sales services, manual checking of product viability, educating new service introduction, converting for existing product and services, retention, query solving | Feedback forms in both online and offline, broader communication service provider for customer engagement, navigating customers with proper user manual for an optimal outcome from product and services. Keep updating technological uniqueness, coordinating after-sales services with interactional communication as of responding to consumer queries and remote cooperation. The service of subscription and localization are communicated through omnichannel media for efficient service providing and maintaining customer relationships through close communication with telecommunication services. Maintenance of safety, security and privacy are coordinated through the legal framework and duly communicated to the consumer through digital route. The IT-enabled business technology is beneficial for viable communication with customers with social media outreach. | Call centres, end employees in touch points, technical maintenance and checking department, marketing department | 1-2 months |
| Team building and training | Employee skills, technical adaptability, cultural competency, team support, global outreach, training, diversity management and leading through disruption | Managing a global workforce with technical skills, communication efficiency and cultural competency of the employee help to build a successful team to serve the customer with the company’s product and services. Individual ability and leadership qualities are carried away and communicated to the partners as well as customers for increasing trust and loyalty over the business process. Proper training in communication technology will improve the public relations of the company (Madsen and Verhoeven, 2019). | Human Resource Department (HRD), top management | 4-5 months |
| Innovative process | Process design, environmental viability, technical up-gradation, high usability, engagement with technical facilitators, developing user-friendly applications | Additive manufacturing, technological initiatives and market trends are influencing the innovation of product and services for resolving everyday issues. Management influence, work-life balance and job satisfaction for motivating the innovation are also vital within the organisational culture which also be communicated for market viable competence in the innovation process.
Stakeholder engagement in the innovation process is crucial for entrepreneurial success within an organisation (Leonidou et al., 2020) |
Technical provider, operation department, marketing media, and skilled employees | 5-6 months |
| Targeted marketing process through online and offline channels | Reach out to the potential user of product and services to students, working professionals, businessman, sponsorship, of 20-50 year age group from middle and high-income category people, strategic business tie-ups for technical integration | The generalisation of customer segment through previous purchase, consumer history of interaction monitoring digital search, behavioural targeting and making celebrity endorsement for product and services outreach. The acknowledged met of the potential consumer, follow, interact, educate, customization, and conversion are improving teeth business continuity through killed marketing employees are adding value to the business. This also communicated with the potential partners as well as target customers for co-creation of the value to the customer with business proficiency for high return on investment. Digital marketing technologies are enhancing the quality of life and facilitating the self-actualization of customers for individual purposes and preferences in the product and services (Budanov and Aseeva, 2019) | Digital marketing department, marketing department, media influence, celebrity and call centres | 1-2 months |
Table 1: Implementation strategy
Conclusion
From the above discussion, it may be concluded that the BT group has been successfully coordinating the business in telecommunication product and services through better engagement of customers with the business process. The interactional communication design will be helpful for resolving customer queries and support in real-time for consumer satisfaction to improve the retention rate for business continuity and growth in the global market. The proposed strategy will follow both online and offline channels to enhance consumer engagement with the business process for gaining consumer confidence through real-time business supper and communicate the services and products profoundly through an integrated communication model.BUS7B33 Customer Continuity and Growth assignment sample
References
Bt.com. 2022. About BT | BT Plc. [online] Available at: <https://www.bt.com/about/bt> [Accessed 6 May 2022].
Budanov, V. and Aseeva, I., 2019. Manipulative marketing technologies in new digital reality. Economic Annals-XXI, 180.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital world. Routledge.
Laoudias, C., Moreira, A., Kim, S., Lee, S., Wirola, L. and Fischione, C., 2018. A survey of enabling technologies for network localization, tracking, and navigation. IEEE Communications Surveys & Tutorials, 20(4), pp.3607-3644.
Leonidou, E., Christofi, M., Vrontis, D. and Thrassou, A., 2020. An integrative framework of stakeholder engagement for innovation management and entrepreneurship development. Journal of Business Research, 119, pp.245-258.
Madsen, V.T. and Verhoeven, J.W., 2019. The big idea of employees as strategic communicators in public relation. In Big ideas in public relations research and practice. Emerald Publishing Limited.
Nadeem, M.U., Mohammed, R. and Dalib, S., 2020. Retesting integrated model of intercultural communication competence (IMICC) on international students from the Asian context of Malaysia. International Journal of Intercultural Relations, 74, pp.17-29.
Oluwafemi, O.J. and Adebiyi, S.O., 2018. Customer loyalty and integrated marketing communications among subscribers of telecommunication firms in Lagos Metropolis, Nigeria. Journal of Competitiveness, 10(3), p.101.
Raja, M.A.S., 2020. Digital Integrated Marketing Communication (Dimc) and It’s Logical Relationship with Co-Branding and Brand Values with Reference to Coke Studio. Academy of Marketing Studies Journal, 24(1), pp.1-21.
Sulaeman, M. and Kusnandar, H.F., 2020. Integrated Marketing Communication Model in Shaping Brand Equity and Business Performance in the Creative Industries of Embroidery Sector. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 3(4), pp.3798-3805.
Yang, S., He, R., Zhang, Z., Cao, Y., Gao, X. and Liu, X., 2020. CHAIN: cyber hierarchy and interactional network enabling digital solution for battery full-lifespan management. Matter, 3(1), pp.27-41.
Zainal, A.G., Andy, C. and Wijaya, T., 2021. Communication Strategy of Relationship Chat Account Manager in Managing the Follower. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 6(1), pp.34-43.
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