An appraisal of unified marketing communications on customer retention: A study of a telecommunications firm in Lagos.
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Background of the study
Unified marketing communications (UMC) serve as a strategic framework for delivering a consistent brand message, which is critical in fostering long-term customer retention. In Lagos, telecommunications firms are increasingly adopting UMC approaches to bridge the gap between digital and traditional marketing channels. This study examines how unified messaging across customer touchpoints—such as advertisements, social media, customer service, and in-store interactions—can enhance customer retention by building trust and loyalty. The integration of marketing communications ensures that customers receive clear, consistent information that reinforces the firm’s value proposition (Ogunleye, 2023; Adekunle, 2024). Furthermore, UMC facilitates better customer relationship management by providing coherent communication during critical service interactions, ultimately reducing customer churn. Challenges such as message inconsistency, budget constraints, and the rapid evolution of communication technologies are also explored. By analyzing these factors, the research aims to provide actionable recommendations for telecommunications firms seeking to improve their customer retention strategies through unified marketing communications (Faleye, 2025).
Statement of the problem
Telecommunications firms in Lagos often experience difficulties in retaining customers due to inconsistent marketing communications across multiple channels. Fragmented messages can lead to confusion and reduced customer trust, which in turn increases churn rates. Despite investing in various marketing initiatives, the absence of a unified communication strategy undermines the potential for building long-lasting customer relationships. This study seeks to identify the challenges in implementing unified marketing communications and assess their impact on customer retention. The objective is to determine whether a cohesive approach can mitigate these issues and enhance overall customer loyalty (Ogunleye, 2023; Adekunle, 2024).
Objectives of the study:
To evaluate the impact of unified marketing communications on customer retention.
To identify challenges in integrating marketing messages across channels.
To propose strategies for enhancing customer retention through unified communications.
Research questions:
How do unified marketing communications affect customer retention in telecommunications?
What challenges hinder effective message integration?
What strategies can improve customer retention through cohesive communications?
Significance of the study
This study is significant as it explores how unified marketing communications can improve customer retention for telecommunications firms in Lagos. By providing a framework for consistent messaging, the research offers actionable insights that can help firms enhance customer loyalty and reduce churn. The findings will be instrumental for marketing managers seeking to optimize communication strategies and secure a competitive edge in the telecommunications sector (Faleye, 2025).
Scope and limitations of the study:
The study is limited to assessing unified marketing communications and its impact on customer retention within a single telecommunications firm in Lagos, excluding broader industry influences.
Definitions of terms:
Unified Marketing Communications: Coordinated efforts to deliver consistent messages across multiple marketing channels.
Customer Retention: The ability of a company to retain its customers over time.
Telecommunications Firm: A company that provides telecommunication services such as voice, data, and internet connectivity.
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