Present case study aims to present before the learners a real-life Indian case as an example of a fearless service provider operating in India, who hardly cares for its clients/customers amidst 21st century marketing, where marketing top guns rate customer satisfaction to be insufficient and talk about customer delight for survival. This case explains the entire incident in chronological order and leaves certain important questions for marketing experts, Legal experts in consumer matters and strategy gurus to ponder.
Design Methodology/ Approach: Secondary data was collected from the official website of MTS India Limited for the background of the company Author’s own observations/experiences with the company is the basis of present case study.
Findings & Strategic Implications: The case tries to highlight the strategic aspect of the incident; i.e. the way MTS responded to the customer with the fearless attitude putting a customer in a helpless situation.
Research Limitations: The case is based on an incident occurred with the author who subscribed to the services of the company in New Delhi.
Originality/Value: The case intends to provide an understanding of brutal killing of the concepts of CRM eventually resulting into the winding of the company as a defunct company owing to different other reasons as well. The purpose of present case is purely academic and the case does not (in any manner) tries to defame the MTS or any other party involved in this matter.
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Keywords: CRM, Service Provider, Customer Delight, 21st Century Marketing.
