Implementing Knowledge-Enabled CRM Strategy in a Large Company 253Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without writtenGTCOM also provides a portal to mobile users, accessible by SMS text messages,
WAP, or Internet, delivering Internet content, information services, e-mail, and business
applications. In addition, it offers a wide range of e-commerce services to its customers.
Financial Status
The financial highlights of GTCOM showed a 4% growth rate in gross revenue in
the first half of 2003 compared to the second half of 2002, and 5% growth rate in net
revenue in the first half of 2003 compared to the second half of 2002. However, expenses
grew up by 23% in the first half of 2003 compared to the second half of 2002, and net profit
dropped by 20% in the first half of 2003 compared to the first half of 2002.
Strategic Planning
GTCOM’s vision is to be the first-choice communications partner for customers in
the local market and in chosen markets across the region and to serve as a role model for
other communications companies. Its mission is to deliver a simple and complete
customer experience — offering a full range of reliable, competitively priced communi-
cations services and solutions.
Among its core values is commitment to performance improvement and efficiency
in conduct, customer and employee satisfaction, and socioeconomic well-being of its
communities. Customers have available a 24-hour call center and customer service
through GTCOM’s e-shop, an Internet-based self-service facility. GTCOM’s corporate
objectives are as follows:
- Enhance customer satisfaction.
- Deliver impressive year-on-year profit growth.
- Increase efficiencies across GTCOM and its subsidiaries.
- Ensure that employees are properly train, motivated, rewarded, and retained.
- Protect and build upon its outstanding corporate image.
Organizational Structure
GTCOM is considered one of the largest companies in the region in terms of
employees and revenue. GTCOM employs more than 2,000 employees with different skills
such as engineering, ICT, business management, and support. The command structure
of GTCOM is rather traditional, hierarchical, and “functional” in nature. In functional
organizations such as GTCOM, work is conducted in departments rather than customer-
centered business processes that cut across business functions. The organizational
structure is composed of four hierarchical levels. The top level represents the board of
directors and chief executives (CEs), the second level represents the chief executive
officer (CEO), the third level represents the chief operating officer (COO) for Customer
Services (CS) and the COO for Support Services (SS), as well as the general manager (GM)
for Human Resources (HR), whereas at the fourth level — underneath the COO for CS
and SS — comes a number of business units, each headed by GMs, senior managers, or
managers. The CS units look after all types of front-office customer transactions and
include a number of units, namely, major, business, residential, and new business
development units. On the other hand, the SS units work toward supporting all customer
units in offering back-office services to customer transactions and include units such
as IT support, finance support, engineering support, and services support units.