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Focus on how cellcos satisfy subscribers

STAFF REPORT ISB: With the increased penetration of cellular mobile operators across Pakistan, the subscribers have become matured enough to rank and choose the mobile operator depending on the quality of services, back-end support and customer care facilities.
The telecom firms are also focusing on educating customers to give them a basic understanding about the service which they are inquiring about.
“Experience is going to define the telcos’ future, the diversification has changed the whole scenario for them,” said Aamir Atta, an industry expert.
The future of telecom companies will base on how they handle the subscribers, the one who handles the subscribers well will likely get more clients, he added.
The total number of mobile subscribers, according to the PTA’s annual report, reached 139.9 million as of June 2014.
Telcos these days are competing neck-and-neck in providing services, features and affordable packages to the subscribers.
“Regardless of the market share, we are concerned with this segment as one unsatisfied customer could subtract 100 customers, whereas one satisfied customer may add another 10 customers,” said an official of a telecom company while talking to the media.
Telcos now have started a customer feedback system in order to know their back-end support and customer care experiences.


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