Customer service is neglected by many operators, says Al Thani

Sheikh Fahad said: "International telecom operators have faced significant challenges in recent years. The debt burden created from investment in 3G licences and networks has placed substantial pressure on a number of operators globally."

According to Sheikh Fahad, who will be speaking at the Gulf Marketing Forum at The Ritz-Carlton, Doha on January 12 - 14, the key error made by international operators is the lack of attention paid to customers. He said: "Traditionally, operators overseas has been focused on technology and ignored the key factor critical for success, the customers.

"Customers do not buy technology: they buy services that have a real impact on their day-to-day lives. If operators cannot develop a service that satisfies their customers' needs and ambitions, they will continue to struggle."

Sheikh Fahad emphasised that Qtel is committed to ensure customers receive the best possible level of service. "As part of our transformation programme, we are making progress to understand our customers better and improve the range and quality of services they can benefit from and enjoy. We are improving our communication with customers and are introducing steps to understand their exact service needs better. This commitment to understanding and serving customers is the cornerstone of our business strategy."

The conference - the fourth annual Gulf Marketing Review event - is entitled 'Marketing in a Changing World', and is expected to attract more than 250 regional marketeers to discuss the theme with a host of international speakers, including the world-renowned marketing guru Philip Kotler.

The event has already attracted a number of internationally recognised corporations as partners, including Qtel, Qatar National Bank, Al Jazeera Channel, Qatar Airways, Salam International Investment Ltd, Canon, The Ritz-Carlton Doha, The Economist magazine, and BBC World.