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Case Studies | Marketing | Egypt | Volume 12 Issue 8, August 2023

Managing Customer Experience through Service Innovation at the Base of the Pyramid

Rasha El Gendi | Moira Clark

Abstract: This study explores the relationship between service innovation and customer experience in the context of a major Egyptian telecommunications company. It highlights the importance of customer-centric innovations in enhancing customer experience, especially in base-of-the-pyramid markets. The findings suggest that successful service innovations are those that address specific customer needs and provide value-for-money, convenience, and high service quality.

Keywords: Customer experience, Service innovation, Base-of-the-pyramid, Telecommunications

Edition: Volume 12 Issue 8, August 2023,

Pages: 582 - 586