Customer Value Management in MTN Uganda

Abstract

The purpose of the study was to examine customer value management in MTN Uganda with the determinants of customer value, levels of customer satisfaction and the challenges faced in the customer value management process. The study adopted a cross sectional design which was both quantitative and qualitative in nature. It involved descriptive and analytical research designs. The study sample comprised of staff and clients of MTN Uganda who were selected through convenience and purposive sampling techniques. The data was tested for reliability, analyzed using SPSS (V20) and results presented based on the study objectives. The findings revealed that the data /internet speeds should be fast, customers should be able to make clear calls from any part of the country, the service provider should provide a wide variety of products for customers and the price for the services should be low and affordable as well the activation of services should be easy and fast. MTN has good products but they are all hidden in the complicated long USSD menu. The levels of customer satisfaction the findings revealed that services offered are not quite affordable and with the current competitive rivalries among new service providers they were not sure about paying an extra fee for faster data speeds either feeling proud associating with MTN. The challenges do exist in the customer value management process and among them include; the company increases its prices unexpectedly without communicating, existence of inadequate channels for accessing its service and the fact that the products and service activation USSD menu is very long and complicated. The study recommends that; MTN adopts personalized quick access menus for each individual customer based on past historical product or service usage and through use of advanced analytics; machine language based predictive and prescriptive models to reach out to the customers. The study concludes for implementation of these strategies for continuous improvement of customer value management.