1.

Introduction:

I have chosen three television companies; Parabole Maurice, Canal Satellite and
Mauritius Broadcasting Corporation (MBC). I have chosen these organization in order to
analyze how they manage their relationship with customers and whether they are
successful in doing such.

Brief description of each company:

1.1 Parabole Maurice:

Parabole Maurice is a private television company which provides encrypted channels

services with the main aim of making profits. They have different offices which are
located in different areas of the island. The company provides different bouquets which
are as follows: Family, Family Plus, Prestige and Integral the complete program with
fifty-seven channels.

1.2 Canal Satellite:

Canal Plus is a private television company distributed by France over the satellite to
Mauritius. It is the direct competitor of Parabole Maurice and as its competitor it provides
different bouquets like Mosaique +, Thematique, Bollywood and Integral and it provides
channels which target the entire population ranging from children to adults.

1.3 Mauritius Broadcasting Corporation (MBC):

MBC is owned by the government and its main objective is to satisfy the need of the
population rather than making profit. The service is provided freely to Mauritians. There
are only three channels which are provided mbc1, mbc2, mbc3.

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2. Customer approach of each company:

2.1 Parabole Maurice:

The company uses a marketing approach rather than a customer oriented approach.
Parabole Maurice uses the following to approach customers:

 Advertisement through media (television, radio).

 Promotions such as:
 The bouquet Integral is offered to all subscribers in the end of the year
without them paying extra money).
 All new subscribers are offered the service freely for the first three
months.

 Pamphlets are distributed to the population containing the bouquets available.

 Sponsors:
 Involvement in social works, it has offered 57 channels of specific
packages to 10 associations registered to the Ministry of Social Security.
(Jenna Ramoo (2010) “Parable Mauritius shares its cinema equipping 10
"homes"). Le Matinal June).
 Discounts:
 Cutting prices for example the bouquet Prestige use to be Rs.1235 but
with the promotional pricing, now it cost Rs.700.

2.2 Canal Satellite:

Canal+ also uses the same methods as Parabole Maurice in order to attract and retain its
customers that are:

 Advertising.
 Promotions.
 Discounts.
 Sponsors.

As Parabole Maurice, Canal+ has adopted a marketing approach rather than customer
oriented approach.

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2.3 MBC:

MBC also is more driven towards a marketing strategy rather than a customer oriented
strategy to attract its customers but MBC do not practice fierce marketing as its
competitors. Apart from doing advertisement on radios and sponsorising events, MBC do
not have a real customer approach. The services provided is free, in some way all
Mauritians are forced to watch MBC1, MBC 2 or MBC 3.

3. Are they successful in managing the customers?

3.1 Parabole Maurice:

No because actually several subscribers are breaking their contracts with the company
and going to canal satellite instead. Recently you can see more than 20 clients queuing at
the office found in Port Louis in order to get free of the service provided by Parabole
Maurice.

Many subscribers are breaking their contracts because the company has not been able to
diffuse the European football matches. As such customer requirements are not being met
and Parabole is not being able to retain its customers, proving that has been able to gain
customer loyalty and manage its customer relationship.

3.2 Canal Satellite:

Though nowadays many clients are switching from Parabole to Canal, Canal Sat also are
not able to well manage its client:

Last week I have been to its office in Port-Louis found in Happy World building and I
have noticed that though the services provided by the company is satisfactory but the
customer service is null.

 The staffs don’t look pleasant.

 Customer complaints due to the long period of time they have to queue up. I had
spent 1 hour waiting before I could talk to them and I was the second person in
the queue.
 Other customers were complaining because the employee had spent them invoice
for payment, while they were supposed to get the service free for three months.
 Also the staff was supposed to come to my place to do the installation but is been
1 week now and they still haven’t come.

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3.3 MBC:

Compared to Parabole and Canal+, MBC customer care service is worst. The population
is always complaining about programmes diffused on MBC which are not interesting. All
subscribers of Parabole or Canal+ very rarely watch MBC channels.

All the three organizations have not practice the four steps towards customer relationship
management that are segmentation, analysing current behaviour, developing strategy to
achieve target behaviours, behaviour maintenance.

4. What can these organizations do to improve customer loyalty?

4.1 Parabole Maurice:

 Parabole should personalize its service, for example offer a “fidelity card”
to subscribers over 15 years with which they can get discounts and
promotions.
 As far as possible try to meet with customer requirements for example by
diffusing the European football matches, many subscribers especially men
have chosen to subscribe to Parabole especially because of the football
matches.
 Parabole can send personal messages to subscribers for special occasions
like birthday so as to customize its services.
 The staffs should welcome the clients pleasantly and with a smile.

4.2 Canal Satellite:

 The staffs should welcome the clients pleasantly and with a smile.
 The staffs must respond to the clients quickly and avoid making them wait for a
long time.
 The staffs must make the customers aware of what new in the business.
 The staffs must always be honest.
 Accept returns unconditionally.

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4.3 MBC:

To improve customer loyalty MBC should diffused a variety of programmes that target
different segments of the Mauritians requirements.

 MBC should keep its promises.

 Improve the quality of services.
 Diversify the programmes diffused according to customer requirements
 Introduce more reality shows like dance competitions, games which Mauritians
like to watch.

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