Publicação
Customer segmentation at Vodafone Portugal: are we getting to the right people?
| Resumo: | The globalization of the economy that we have witnessed in the last decades needs increasingly larger flows and information that are supported by the telecommunications industry, which has thus become one of the most dynamic economic sectors. Vodafone, being a leading company in this area in Portugal and one of the largest worldwide references in this sector, cannot simply wait and follow its competitors, on the contrary, it needs to continually foster innovation and change to maintain its leadership vis-à-vis their competition. In the last decades, due to the exponential growth in the area of digitization and technology, customers have almost unlimited access to content and information, becoming more and more demanding. Telecommunications companies have been continually challenged by customers to face ever-increasing information needs and, over the years, the behavioural attributes of business-to-business (B2B) customers are very peculiar and demanding. Nowadays it is clear that the dynamism and evolution of this industry is an integral and complementary part of the evolution of information technologies and their role globally. From this reality, arises the need to challenge the B2B customer segmentation into different groups, providing to Vodafone Portugal a better view on these client’s specific needs, and adjust internally to perform the best sales and marketing strategies based on the congruence and alignment between Vodafone’s product characteristic distribution functions and this specific B2B clients’ needs and preferences. For this purpose, it seems mandatory and logical, to study and redefine a new customer segmentation approach for Vodafone Large & Public segment. This is the overall objective of this dissertation, improve the customer segmentation analysis for Vodafone Portugal, analysing the possible advantages, identifying the existing limitations and based on this providing the best final recommendations for Vodafone Portugal. |
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| Autores principais: | Lourenço, Raquel Nabais Baldo Pereira |
| Assunto: | Business-to-business market segmentation Customer relationship management (CRM) Telecommunications sector Vodafone Portugal Segmentação de mercado em Business-to-business Gestão de relacionamento com o cliente Setor das telecomunicações |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The globalization of the economy that we have witnessed in the last decades needs increasingly larger flows and information that are supported by the telecommunications industry, which has thus become one of the most dynamic economic sectors. Vodafone, being a leading company in this area in Portugal and one of the largest worldwide references in this sector, cannot simply wait and follow its competitors, on the contrary, it needs to continually foster innovation and change to maintain its leadership vis-à-vis their competition. In the last decades, due to the exponential growth in the area of digitization and technology, customers have almost unlimited access to content and information, becoming more and more demanding. Telecommunications companies have been continually challenged by customers to face ever-increasing information needs and, over the years, the behavioural attributes of business-to-business (B2B) customers are very peculiar and demanding. Nowadays it is clear that the dynamism and evolution of this industry is an integral and complementary part of the evolution of information technologies and their role globally. From this reality, arises the need to challenge the B2B customer segmentation into different groups, providing to Vodafone Portugal a better view on these client’s specific needs, and adjust internally to perform the best sales and marketing strategies based on the congruence and alignment between Vodafone’s product characteristic distribution functions and this specific B2B clients’ needs and preferences. For this purpose, it seems mandatory and logical, to study and redefine a new customer segmentation approach for Vodafone Large & Public segment. This is the overall objective of this dissertation, improve the customer segmentation analysis for Vodafone Portugal, analysing the possible advantages, identifying the existing limitations and based on this providing the best final recommendations for Vodafone Portugal. |
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