Digital Transformation in Relationship Marketing in a Telecommunications and IT Company
Keywords:
Relationship Marketing; Digital Transformation; Innovation; Telecommunications.Abstract
This teaching case demonstrates the transformation of a telecommunication and information technology services company, both in the market performance model and in the way of relating to business customers. To modernize, improve efficiency, quality, and agility, the company developed a self-service portal for the B2B client, so the customer service became more digital. Thus, the objective of the study is to provide a discussion about the importance of relationship marketing for organizations and how digital transformation can contribute to this strategy. By presenting the situation, the challenging context, the planning, execution, and launch of the new website, as well as the difficulties encountered, it contributes to the development of new concepts, business vision and practice combined with theory by the students.
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