A review of wholesaler customer interaction strategies

Abstract

Evidence from a wide range of wholesalers demonstrates how far their customer interaction strategies have developed in the last few years. Here we present a review of those strategies and a comparison of the companies' automated interfaces in the form of a series of case studies. As the profile of wholesale as a valuable source of income has risen up the corporate agenda in most telco service providers, so have wholesale customer interaction strategies. Wholesalers have learned from the experience of their retail colleagues that providing customers with interactive portals and other tools can increase efficiency and effectiveness, and more importantly, that a well-designed customer interaction strategy can contribute to improving customer satisfaction. The importance of attracting, retaining and growing wholesale customers now means that considerable efforts are being made to enable them to conduct business with their wholesale suppliers how and when they want to.