The Implementation Of Customer Relationship Management Approaches In Service Companies : Case Study Of Algeria Telecom

Abstract

This study aims to identify the reality of managing the relationship with customers in the service institution, where the current reality imposes on institutions to go towards the customer to establish a long-term interactive relationship, as it is the backbone of it and the most important pillars of its success. In contrast, this relationship is a comprehensive and practical integrated strategy between the institution and the beneficiaries. In general and customers in particular, it is based on dialogue, consultation, and mutual trust to retain customers by creating value for them and gaining their satisfaction and loyalty using a set of customer relationship management tools. In order to value the theoretical study, we dropped it on the field of communications, where was our field study in the Algeria Telecom Public Corporation, using the questionnaire, where we saw the application of this method in the institution under study.