STC improves user experience

Saudi Telecommunications Company is ramping up its focus on customer service as it contemplates the arrival of the Kingdom’s second mobile operator, Etihad Etisalat.

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By  Matthew Southwell Published  April 24, 2005

Saudi Telecommunications Company is ramping up its focus on customer service as it contemplates the arrival of the Kingdom’s second mobile operator, Etihad Etisalat (also known as Mobily). The newcomer is promising big things, with Etisalat president Mohammed Hassan Omran promising that Mobily’s arrival in KSA will herald a “momentous technological revolution”. However, STC is prepared for the onset of competition. At today’s show the incumbent is telling delegates about its Qitaf loyalty programme, which enables users to collect points by subscribing to Al Jawal and Al Hatif services. Other talking points for today and the rest of the week include STC’s new pricing scheme, which has already seen the operator reduce installation charges to SR300 (US$80) for a first line , and its investment in digital microwave technology, which has allowed the operator to extend its landline network across the Kingdom. “At this year’s event we are showcasing our customer care initiatives,” says Saad Bin Thafir Alqahtani, general manager of corporate communications at STC. “Wireless broadband is another product that will be on display at our stand,” he adds. Customer focus is key for STC as it seeks to minimise the effects of subscribers churning to Mobily. However, Alqahtani says the week is also about learning what STC’s customers want from the operator. “We will use the event to talk with clients and learn more about their needs,” Alqahtani adds.

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