BUS7B33 Customer Continuity and Growth Assignment Sample

Introduction

The following report is going to provide significant insight regarding the concept of customer continuity and growth and the way that may be attained with the help of effective communication strategy. BT group is one of the leading organizations that offer high quality communication services and the company fundamentally operates as a single business unit that consists of different units of various organizations (BT.com. 2022). The aim of this report is to discuss the specific communication strategies that the BT group follows and the way that helps the company to maintain its consumer continuity and growth with special emphasis on different theories of communication.

Background

BT group, as mentioned earlier is one of the most renowned providers of communication service based in the UK and the company is also regarded as the largest provider of solutions regarding mobile and fixed communication as well. Currently the company provides their service to almost 14 million households within the UK in order to attain its market objective which is to maintain a steady flow of customer growth and continuity to keep the nation connected (BT.com. 2022). The marketing objective of the company is to keep the consumers engaged with the business of the organization by providing the service to the individuals that is best suited to their needs.

Analysis

Theoretical model applied in analysis of the company

Communication is one of the strongest determinants of building an effective relation with the consumers, which is further beneficial for having the most effective customer continuity and growth. One of strategies of communication that the company follows is an interactional communication model and framework, thereby, the employees of the organization listens to the queries and complaints a consumer may have with utmost attention and then communicate  further to mitigate the issues. That way both parties are able to establish an understanding between each other and that is helpful for consumers to feel valued by the company and that in return also enhances the possibility of a positive consumer continuity and growth. According to research, the model of interactional communication is a theoretical framework that addresses the concept of a two way interaction and it is also known as the convergent communication model as well (Zainal et al., 2021).

Figure 1: Interactional model of communication

(Source: Zainal et al., 2021)

It may be stated that the company is able to retain its consumers and has succeeded in building such a strong consumer base owing to the given communication strategy that BT group uses, as failing to communicate with consumers regarding a business’s product and service offering will lead it to acquire loss. Communication is regarded as a major determinant of trust and it even has a positive impact on building a relation between the partners of a franchise as well (Fernández et al., 2018).

Recommendation for bridging the gap

Despite having a stellar strategy for customer continuity and growth through the means of effective communication, there are certain aspects that may be enhanced to acquire even better results. One of the significant improvements that the company may make is increasing the amount of online interaction that takes place between the company and the consumers as the online portals are now the most effective way to make people aware about a new product or service. Evidence has shown that the engagement towards online content and the means of effective communication significantly influence the online experience of consumers which positively impact the consumer’s behaviour towards a specific event (Kharouf et al., 2020).

In addition to that, if consumers have a query regarding any service offered by the company then the individual may ask that on the company’s website or social media accounts. Therefore, having a dedicated team to take care of the given aspect in order to always help the consumers by communicating with the individual in any way possible will increase the chance of the company having more effective customer continuity and growth. In the past people were known to consume content in a passive way, however, in today’s age everyone has become a crucial participant of the communication process and the advancement in technology has completely changed the habit of communication that people used to have (Beian and Durdeu, 2021).

Discussion on the findings

The findings of the above-mentioned discussion have suggested that in order to maintain an effective flow of consumer growth and continuity, it is extremely imperative that businesses have an effective communication strategy in place. It needs to be mentioned that effective communication skills are essential to have the content be delivered in a meaningful, interesting and realistic manner to make it easy and simple to be understood by all (Yaseen et al., 2021). The given company, namely BT road has quite an effective strategy of communication that helps the company to fulfil its marketing objective, which is to keep the consumers engaged with the business. The approach of an interactional communication model is an effective way to ensure that by following this specific model of communication the employees of the company are able to establish a two way communication approach with the consumers.

Figure 2: Effective communication skill

(Source: Yaseen et al., 2021)

That further makes the relationship between both the parties stronger and transparent and creates a notion of trust amongst the consumers which helps BT group to have a loyal and satisfied consumer base. However, the online presence of the company needs to be improved as that is one of the most effective ways to communicate with the consumers of a business in today’s age. One of the main and fundamental goals of a business is to be ahead in the competitive game, which implies that using only traditional approaches are not sufficient and businesses need to adapt to the growing demands of consumers by taking the digital route (Poghosyan, 2020).

Conclusion

Finally, it may be concluded that the importance of communication for the purpose of retaining consumers is one of the most imperative approaches there is and thus, BT group has also created a significant strategy of communication to ensure the same. However, in order to acquire a more effective result, it is necessary that the traditional modes of business are used along with the equal execution of the new means of communication with consumers through digital platforms.

References

Beian, A.V. and Durdeu, D.A., 2021. The increasing presence of online communities in crisis situations: A case study of Reddit during the GameStop stock crisis.

BT.com. 2022. Our businesses – Our company – About BT | BT Plc. [online] Available at: <https://www.BT.com/about/BT/our-company/group-businesses> [Accessed 10 March 2022]

Fernández-Monroy, M., Martín-Santana, J.D. and Galván-Sánchez, I., 2018. Building successful franchise partnerships: the importance of communication and trust. Management decision.

Kharouf, H., Biscaia, R., Garcia-Perez, A. and Hickman, E., 2020. Understanding online event experience: The importance of communication, engagement and interaction. Journal of Business Research, 121, pp.735-746.

Poghosyan, M.V., 2020. THE IMPORTANCE OF SOCIAL MEDIA MARKETING IN BUSINESS. In АКТУАЛЬНЫЕ ВОПРОСЫ ПРАВА, ЭКОНОМИКИ И УПРАВЛЕНИЯ (pp. 41-45).

Yaseen, T., Peerzada, R., Ali, A. and Hussnain, S., 2021. Importance of Communication Skills for Successful Career.

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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