This is a response to Sean Fox’s blog post “Telus Winning the Wireless Battle (https://blogs.ubc.ca/seanfox08/2014/11/06/telus-winning-the-wireless-battle/).
Sean Fox suggests that through the analysis of its industry-leading customer loyalty rate and the low quantity of customer complaints, “Telus is a leader in customer retention and attracting new customers” (Fox).
Although Fox emphasized that the main factor to Telus’ customer loyalty rate is the open and positive company culture, there are additional factors to its success that needs to be taken into account. I believe that the high customer loyalty rate and the low quantity of complaints are results of the customer acquisition marketing campaigns and the “simple and friendly” brand image.
Over the past decade, Telus has made numerous marketing strategies to increase customer base while maintaining a strong customer loyalty rate. Through additional research, I discovered that these marketing strategies include but are not limited to giving out free XBOX’s when purchasing a subscription to their services to attract new customers while giving free upgrades to “Optik TV”, (a premium television service) to their long-time customers. In addition, its “simple” brand image is reflected through Telus’ differentiated user-friendly technology that is appealing to all demographics. Telus’ technology is easy to navigate yet has enticing features to please the newer more technologically-adapted generations.
Sources:
https://blogs.ubc.ca/seanfox08/2014/11/06/telus-winning-the-wireless-battle/