Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Imran Khan

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This research describes which digital channels and communication strategies are being preferred for Customer Support Service operations in Pakistan. It also reveals the rate of their adoption and the challenges faced by Enterprise businesses. The objective of this research project is to know how the growing technology and methods are making the digital connection between customers and businesses to aid in streamlining customer support service operations. The study starts with a short and crisp introduction to Customer Support Service followed by the aim, objectives, and scope of the research as well as any limitations that were faced while researching. It also discusses the ways of adopting digital channels for Customer Support Services, the behavior of consumers, the availability of technologies to support digital transformation, and the challenges faced by Enterprises and their applicable solutions.

The subsequent section comprises of detailed secondary research that has been conducted regarding the Global best practices for digital channel adoption for customer support service operations. The third section details the research methodology which contains the list of the target audience and details of primary and secondary sources used in this research. The topic in consideration of this study talks about the key results of the overall research. Research findings are explained in detail. Moreover, it also contains an explanation of the conclusions of the interviews that were conducted with Customer Support Services Representatives of Pakistan’s well know B2C companies. Digital Customer Support Service enablement also complements with Digital Pakistan initiative which is to establish a digital ecosystem for the rapid delivery of innovative and responsive digital services in Pakistan.


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