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Touchtel plans direct marketing campaign

Ajita Shashidhar

Chennai , Nov. 5

AFTER doing a series of outdoor advertising campaigns, Touchtel now plans to concentrate on direct marketing. "Servicing customer needs and adding new customers is what we are focusing on. We believe that spending money on customer service would give us more mileage than advertising," said Mr M. Krishnan, CEO, Touchtel, Tamil Nadu.

The company, which recently touched the one-lakh customer base in Tamil Nadu, hopes to cross the 1.5-lakh mark by March 2004. The market, according to Mr Krishnan, is growing at the rate of about 7 to 8 per cent.

As part of its resolution to concentrate on customer service, the company has further strengthened its sales team to deliver better customer service. It has recently split its sales force into two teams - Hunting and Farming.

While the Hunting team has around 300 people, who are responsible for adding to the existing customer base, the 150-member farming team are responsible for servicing the existing customers. "The sales people from the farming team go to the customer's doorstep to sort out issues, and also offer value-added services such as recommending best possible tariff plans for them and so on," said Mr Krishnan.

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