THE EDITOR, Sir:
AS THE war for mobile 'phone-turf' heats up between the Cable & Wireless Jamaica (C&WJ) and the 'giant killer' Digicel consumers can expect to continue to reap various benefits from the many telecommunication offerings.
C&WJ's latest marketing communication efforts have been very strong, especially, the recent 'Trade and Exhibition' show. This was technology at its best, which could enhance the country's push toward technological advancement. It's my belief, however, that all these efforts could bear little fruit if some measures are not taken to bring the company identity and image in line with each other.
Identity looks at how a company projects itself or its products in a market. Image on the other hand look at the public perception of the organisation. C&WJ has really been a very good corporate citizen. Their contribution to education, health, community building and even Caribbean integration have been phenomenal. These activities have greatly promoted its identity as a good corporate citizen.
In contrast, C&WJ handling of the introduction of Voice Mail services has still left a bitter taste in some consumers' mouths. Coupled with this are the many lawsuits and counter suits, which has entangled the company, over the last five to seven years. These activities have not helped to create a positive 'corporate image'. Instead, some consumers perceived C&WJ as fighting against the smaller player or preventing competition from occurring in the telecommunications market. This will take close collaboration among all the various departments, especially the legal and marketing departments in changing this image.
It's no problem for a company to pursue a policy of trying to win potential customers, however, the marketing saying that it costs less to retain an existing customer than attracting one, should be considered.
I am, etc.,
MICHAEL CLARKE
mm2clarke@yahoo.com
