Deutsche Telekom AG intends to establish itself at the top of the international telecommunications market by means of direct focus on customer orientation. This was announced by CEO René Obermann at the 16th Internationales Presse Kolloquium (IPK) 2007 in Berlin. "Service and a service mentality are key components to advance our business, in particular in Germany. Step by step, we intend to make Deutsche Telekom the standard for service in the industry."
Service will be expanded as a decisive element in customer acquisition and customer retention. Deutsche Telekom will tailor its products even more closely to the needs of customer groups, such as families, students or small-business enterprises.
Part of this effort is the goal of offering top quality broadband network access to meet the increasing demand for broadband connections and services both in the fixed-line network as well as in mobile communications. "Precisely the broadband market will be decisive for telecommunications companies in the future," stated Obermann. Over the long term, the broadband connection is going to replace the conventional line. With this transformation, conventional fixed line telephony is going to play an increasingly less important role.
Deutsche Telekom has developed a completely new market with VDSL and IPTV and the associated transfer of all telecommunications and media use into a single access. "When we offer integrated services, our customers' service needs grow," said Obermann. Customers expect the innovative services to be simple and convenient to use, no matter how much high technology they involve. Deutsche Telekom is preparing to systematically and consistently meet these needs.
"We will positively differentiate ourselves from the competition as a quality provider through excellent product and services," remarked Timotheus Höttges, the Board member responsible for T-Com and Sales & Services, speaking to over 250 international journalists in Berlin. Höttges plans to improve the availability and service of the call centers and deadline compliance of the technical customer service. He's going to strengthen the sales force with 200 new shops and 1,500 new sales staff.
"Even if we can't solve all problems within twelve months, the customers will increasingly experience a changed Deutsche Telekom," declared Obermann.
"For us, being the most highly regarded service company means that we also give our customers the chance to use the services they want with the terminal device that's best suited for them – regardless of whether it's mobile or fixed network," added Hamid Akhavan, Board member responsible for T-Mobile, Product Development & Innovation.