Achievement of Strategic ICT Business Objectives through Customer Retention in a Ghanaian Telecommunications Company

Abstract

The aim of this study was to assess the impact of customer retention on the achievement of strategic ICT business objectives at Airtel Ghana Limited, a telecommunications company in Ghana. Customer retention plays a critical role in enhancing Airtel’s strategic objectives. We discuss the factors that increase customer retention rate; which include customer care, customer satisfaction, service quality and commitment of staff. We used questionnaires to collect data from the staff of the customer unit, who are directly in charge of customer service, customer retention and marketing. The quantitative method was used for data analysis. The main findings of the study were that customer retention strategies existed for Airtel Ghana and that management was committed to implementing these strategies and that these strategies contributed significantly to the achievement of Airtel Ghana Limited’s business objectives. Although challenges existed, management was keen to overcome them because of the expected benefits of customer retention. These include increase in customer base, customer loyalty and profitability. We recommended that more effort be put in by management of Airtel Ghana to arrest the challenges by providing effective systems and funds when required, adequate IT support, reduction in management approval level bureaucracies and adequate staffing for the customer retention unit.